Tools vs Technique Redux
Let’s remember where we left off a few days ago:
E-mail Success Depends on Marketing Skill
I got this e-mail today from Nicole Kindred who does the e-mail marketing for the Wang Center in Boston. At the risk of the shameless promotion of my own seminar, I offer up her note as testimony that the statement above is indeed true.
I just sent out the first announcement since the seminar, and it was exclusively to our opt-in list using the e-Postcard template. In the past, I had been uploading my own image, which was a document created in Publisher and saved as a jpeg. Now that I better understand Alt Text, I used the PatronMail system directly and my open rate just about doubled!
Now, I know that is probably also due to sending exclusively to the opt-in list and because the subject line included a compelling piece of information ("On Sale Notice: Dave Matthews & Tim Reynolds"), so the open rate will be higher than recent mailings. Nonetheless, I am excited by it!
To this I would like to add another few bits of wisdom: Targeted messages perform better to targeted lists, and clear subject lines are invaluable. I rest my case (at least for the moment.)