line of "From" emailing: more important than thought, how to manage the advice of 'Permission Marketing' and lists 'opt-in'
Denny Hatch, one of the greats of marketing, says,
"If the recipient Does Not Recognize your name or company in the "From" line, that's strike one. If the subject line isn't relevant, that's strike two and strike three. "
is based on baseball. If we adapt to the immediate environment of football:
"If the recipient of the e-mail does not recognize your name or company in line with the" From: "that's yellow card. If the line "Subject:" is irrelevant, that's second yellow card, red and expelled. "
words, the" Subject "is a second chance with a" From "unknown.
But I would even correct Denny Hatch: the line of "De" is even more important than the subject line.
Is that takes all the cards at once.
may not give a second chance. Why?
Every day we are bombarded with so many emails in the end we chose to read less and delete more. We go direct to see who has been sent and if not sound, you know. No matter what the subject. Ignored.
is as in telemarketing. Only recognize that it is a friendly voice let go: "... I do not care, no, I do not care what you offer me me ..."
Digging the Internet to see if this was just a hobby of mine, I found the data Epsilon study confirms it. It asked to Americans about what is the single most important when deciding whether opened or not an email:
Source: RESEARCH JUNE 2009, Inside the Inbox: Trends for the Multichannel Marketer, Epsilon's Global Consumer Email Study
Intriguing conclusions:
- The "From" is more important than the "Subject" for years: more emails open as to who will send whichever is the case. And I propose tests all day thinking Affairs was the key!
- The importance of "From" is gaining weight at the expense of the Subject. A decade ago the issuer dominated 60% of the openings and possibly this year reaches 70%. This increases the importance of something that some thought he was out of fashion: the Permission Marketing.
What is this of 'permission marketing'?
Like everything in marketing, the concept has always existed, but since that shaped Seth Godin has transformed the way we went to the customer.
is summarized in that only if we have the customer's permission we can address him or her, and we can move forward in the buying process. The opposite is the "interruption marketing. "
In the present case of emails, only if you previously have the customer's express consent we will send our messages.
For this we need to create and work mainly with their own lists. At the other extreme are the lists 'spam', to avoid yes or yes. Amid the murky ground rent lists. The fifth-
essence of permission marketing lists are opt-in databases formed by individuals who have explicitly consented to receive mailings from a company.
have put it better if twice, which is known as double opt-in. For example, it first was released on the web and then confirmed received the first shipment. Without this second confirmation registration is not active.
But creating opt-in does not end the matter. There are a number of precautions:
1) Send e-mail is not free
When we send emails to their own databases, but do not have to spend on rent lists, or postage, or envelopes, or in almost anything, if there is an implicit cost: those who fail to read us.
Let's look at numbers. If the database of 100,000 records and each one cost us € 1 (a bargain with the costs that are out there), this claim has cost 100,000 €
If every time we send an email, say that 5% of the database decides it is not going to pay more attention, that's € 5,000 directly to the trash. Although we do not see accounting, it happens every time you send emails.
From which we derive the following warning:
2) The permit is hard to get but easy to lose
Alan Rosenspan, direct marketing creative Bright sums it up best:
"I have invited into their homes. But not you come whenever you want, bring all your friends and pets, all your sales materials, and camping at your leisure in the dining room "It happens
like brands, are built bit by bit and crumble at the least scandal on YouTube.
In fact, the line of the "From" and your brand are the same thing. The two will represent. What's more, you can monitor your brand and go as efficiency ratios ranging from your emails.
3) Watch for signs to mark "
The same study of Epsilon, recipients of emails showing their disagreement:
- 77% giving low
- 73% by sending email to the folder
spam - 66% give the button "report spam", a seemingly innocent action but you can leave KO: just a ratio complaints than 0.5% to start to cause problems with your provider and sending emails in more severe cases, the service can anularte
Although well intended, the above cases occur rarely. The most common is the "low lazy", that is to move the email to a tray of secondary importance where we will sleep there forever, or simply ignore the shipments.
The metric that tells us this is the open rate or open rate. If you have an open rate of 20%, for many great news. But if this is an opt-in list, with the theoretical quality that entails, might have a problem: 100% of the recipients agreed to receive messages and for some reason, 80% of them have ceased to be interested.
short, what to do with your emails:
- immediately Reminder: when someone subscribes to your opt-in list to remind you who you are and do everything possible for you to memorize
- Relevance : the leading cause of opt-out (low opt-in list) with 67%, is to receive messages that had little or nothing to do with the expectation created
- contacts Dose: according to the same study the second cause (64%) are receiving too messages. A test will tell you how often you should send a maximum
- sale Toggle valuable content selfless: you're always allegedly with irresistible offers and opportunities, and do not be an outlet ...
- Measure, measure, measure. Test, test, test.
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