How can I increase e-mail response?
| Answer: From an excellent article by Kim MacPherson: Email marketing is a process. It is, among other things, about moving people through a cycle of events. We can look at this cycle from the potential customer’s perspective, from three different decision points the customer reaches upon receiving a promotional e-mail message. At Kim MacPherson's agency, this cycle or chain of decision events is called "OCC" for Open-Click-Complete. It is a process—so it truly deserves its own acronym. The objective is to optimize messaging at each stage—or decision point—of this process in order to enhance response, thereby increasing overall campaign results. In order to accomplish this, it requires some creative segmentation capabilities and a little messaging know-how. (Not to mention a background in psychology, which doesn't hurt.) Now, you should click here to read the whole article. |
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