Want More Email Opened? iPost Says Don't Focus on Slick Subject Lines.SAN FRANCISCO San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden -- "If you think a snappy subject line will get more of your e-mail opened, think again," wrote Ken Magill, editor of Magilla Marketing. Ken recently wrote a piece for Magilla Marketing on what gets email opened, and interviewed Steve Webster For the sidecar racer of the same name, see . Steve Webster (born 17 January 1975) is an English golfer, from Atherstone in Warwickshire. Webster was the top amateur at the 1995 Open Championship, finishing tied 24th, and turned professional later than year. , chief strategy officer and founder of iPost, a leading email service See Internet e-mail service. provider (ESP (1) (Enhanced Service Provider) An organization that adds value to basic telephone service by offering such features as call-forwarding, call-detailing and protocol conversion. ). "What matters when it comes to open rates is your history with the recipient, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. Steve Webster," wrote Ken. In the story, entitled, "Sending Out Crap? Your Subject Line Won't Help," Ken quotes Steve as saying, "Your brand has a history with your customers, and that's what's going to make the difference in both the short and the long term. Spammers are great at crafting clever and interesting subject lines." The story also quoted Steve as saying that it typically costs twice the effort and money to go from bulk blasts of the same message to everybody on your list to the next level--targeted, segmented e-mail. He said, "But the returns--not only the returns from engaged customers, but from those who are unengaged, as well--are five to 10 times higher." The read the story, click on this link: http://directmag.com/disciplines/email/sending_out_crap/. About Magilla Marketing Magilla Marketing is a weekly e-newsletter that delivers the blunt truth on e-mail marketing Email marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. , through honest and insightful commentary by editor and real-world direct marketer Ken Magill. Content in Magilla Marketing includes case studies of successful marketers analysis of metrics and ROI (Return On Investment) The monetary benefits derived from having spent money on developing or revising a system. In the IT world, there are more ways to compute ROI than Carter has liver pills (and for those of you who never heard of that expression, it means a lot). reporting best practices to optimize campaign performance insights on offers, personalization and other sales-drivers advice on legal, privacy and regulatory issues and much more. To subcribe to Magilla Marketing, click here: http://subscribe.directmag.com/subscribe.cfm About iPost Founded in 1996 by a team of email and data technology experts, iPost creates highly effective email campaigns for driving sales, website traffic and integrated branding programs. The company is located just north of San Francisco, and serves more than 200 clients, including Keds, Armani Exchange and Fujitsu. For more information on iPost, contact Jill Beaverson at 415-382-4000, x121 or jillbe@ipost.com. Also visit www.ipost.com. |
|
||||||||||||||
Printer friendly
Cite/link
Email
Feedback
Reader Opinion