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Email marketing: Cutting through the clutter


If you’re in business, you know that a typical day brings 100+ email messages to your inbox.

Colleagues from every part of your organization, along with customers, vendors, opt-in e-newsletters and other e-media, compete for your attention. And there’s more: namely, the 30%+ of your inbox volume let’s charitably define as “marketing messages.”

As a marketing or sales professional, you know how powerful (and necessary) email marketing can be for the success of your business. But as an e-mail consumer, you also know how difficult it is for those communiqués to stand out. To increase the odds that your email marketing efforts will bear fruit, pay attention to several key factors:

One, two, three … you’re out Your recipient should be able to scan an e-mail in three seconds flat for answers to two big questions: “Who is the e-mail from?” and “What’s in it for me?”

RelevanceWhatever peaks your recipients’ interest and motivates them to take action is what should be front and center in your e-mail. Be sure to include a compelling call-to-action, too.

Good timing When your e-mail hits inboxes can affect how apt it is to be opened. Research shows Mondays and Wednesdays tend to have higher open and clickthrough rates. (And open rates generally improve as the day progresses.)

Appearance does matter While “content is king,” looks matter as well. Does your brand identity carry through your e-mail nicely … and does the e-mail communicate well even with images turned off?

When you consider that the average corporate e-mail user spends around 40% of every workday managing e-mail communications, it’s no wonder so many e-mails go unopened. Paying attention to factors like those above should help improve the effectiveness of your e-mail marketing endeavors.

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