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Bond Consulting
- 09May2009
E-marketing - quality not quantity
Posted in On the Web by Leigh
If people are unsubscribing from your mailing list chances are you've not quite got the content or design right. Unfortunately we can't ask people why they've unsubscribed but editing the content and layout will increase your open rate and reduce the number of unsubscribers.
The quality of subscribers is also ignored; lots of bounces indicate a poor quality mailing list and poor management of bounces can lead to your future mail being identified as spam. In lots of cases your return on investment can be best acheived when focusing on the quality of your mailing list, ensuring a very targeted audience, rather than the quantity of subscribers.
Monitoring and measuring e-marketing statistics is essential for establishing the success of a campaign, how do you know if it worked if you don’t know how many people opened it? Our emarketing software, SEND, allows you to look at open rates, click throughs, bounces and manage subscribers. You can track opening trends and send your email out accordingly. For example, do more people open a newsletter on Wednesday afternoon? Identifying a pattern is the best way to ensure e-marketing success.
