Wednesday, 23, Mar 2011 03:41
The importance of asking the right questions in email campaigns is highlighted in an Econsultancy blog post by Graham Charlton.
In his assessment of email campaigns, the writer, editor and Best Practice Guides author explains that it may be possible to pre-empt a decision to unsubscribe by users.
By adopting a proactive approach, he suggests online retailers could find they can retain the subscriber, while making their email marketing messages more specific to their interests.
However, success in this endeavour depends on asking the right questions - and making sure the recipient of the email can give the right answers.
For instance, Mr Charlton says there is nothing wrong with allowing subscribers to choose the topics they are particularly interested in.
But he goes further, suggesting they might also be allowed to select the frequency with which they receive email marketing messages.
In this way, he adds that a figure that might seem reasonable to some people - such as three promotional emails a week - may be tweaked for those who would feel overwhelmed by that rate of delivery.
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