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Online Business Blog

News and information about online business, marketing and sales. Published by Chuck Vosburgh at Pro Techniques.

6 secrets to more e-mail responses

Chuck Vosburgh - Thursday, June 03, 2010

I routinely get nearly triple the industry standard open rates and click-throughs with my e-mail campaigns. More importantly, there are real results in customers and sales.  The secret is simple. Here are some important rules to follow:

  1. It's all about quality, not quantity. One good address that results in a customer is better than 10,000 that don't. In fact, sending e-mails to people who have no interest in your product or service can actually harm your business in the long run.
  2. Never use lists that you have mined, scraped, borrowed, or stole. Ever. In most cases I'd include purchased lists as well on my never use list with very few exceptions.
  3. Abide by the CAN-SPAM Act to the letter. Read all about it here.
  4. Only send to people who have given permission. Don't just meet the legal definition of permission, respect the difference between explicit and implicit permission.
  5. Follow the 80/20 rule. Make sure at least 80% of the content of your messages is genuinely helpful to the recipient. 20% or less should be in your interest.
  6. Stop obsessing about the numbers on the report. What really matters is the effect the campaign has on your bottom-line.

If you have questions, let me know I'd be happy to help you if I can.

Now it's your turn, what's working for you? What doesn't work. Please share in the comments :)

PS: I recently won the Constant Contact E-Mail Marketing All-Star Award for the second year in a row! An award given primarily for e-mail marketing response.