Hot Shots
Surefire way of boosting e-mail response
BY NOW YOU’RE UP AND RUNNING with e-mail and enjoying the benefits of this cost-effective marketing channel. You do all the right things: You measure results, look at your return on investment and apply segmentation strategies to your efforts. What can you do next to increase results?
Here are three ideas worth testing.
Rich media can deliver a more emotive and engaging experience to your customers and prospects. From within an e-mail, you can stream audio and video content. Forrester Research predicts text-based e-mail will be perceived as quaintly archaic by 2005, particularly as faster delivery with DSL and cable modems take hold in the consumer market.
Many marketers have been experimenting with rich media over the past year with good results. Clickthrough rates are averaging three times higher than text e-mail, and 10% to 20% higher than HTML e-mail. Plus there’s an added bonus
