New Email Optimization Tactics

Wednesday, May 21, 2008 by Mistlee

Can't see any images? - !

Click to Play

Is Your Website Effective?
In this interview with Mike McDonald at the 25th Annual ACCM, Larry Becker of the Rimm-Kaufman Group defines website effectiveness as a website meeting...

Recent Articles

Making Newsletter Marketing More Effective
It's official. As much as people want to pile on the social media consulting gravy train to bring in the big theoretical bucks, even Biz Stone at Twitter sends email newsletters. Apparently, the guys at Twitter have cool...

Close To A Quarter Of Spam Came From The...
In its monthly report, "The State of Spam: -April 2008," Symantec said that spam averaged 81 percent of all email for the month of March 2008, close to a quarter of which came from the United States. The Symantec...

Business Blog Vs. Email Newsletters
Whenever I put together a business proposal I include recommendations for appropriate Web marketing campaigns. Two items that are often included are email newsletters and business blogs, because both...

Options For Email Marketing Tools
Email marketing campaigns are still widely used in online marketing strategies. It becomes very important to measure the overall effectiveness of a campaign so that when you deliver content your readers actually...


ACCM: New Email Optimization Tactics

By Doug Caverly

Uncommon strategies can generate large responses

Routine sales techniques sometimes work; otherwise, they wouldn't have become routine. Individuals have often learned how to block them out, however, which makes a little creativity very valuable.

(Coverage of the ACCM conference continues at WebProNews Videos. Keep an eye on WebProNews for more notes and videos from the event this week.)

Rok Hrastnik, the International Internet Director at Studio Moderna, discussed some unusual approaches in a session called "Surprising Email Tactics for Maximum Response." One of his first points was that, "when it comes to email, sales should not be first. Readership should."

Get Listed on Google, Yahoo, and Other
Search Engines in 48 Hours Guaranteed

Hrastnik has found that a monthly combination of three editorial-driven ezines and one sales-driven email works best. With the ezines, going beyond the brand is necessary - he recommended including a high readership article, a practical how-to article, a brand-related promotional article, and a brand-related non-promotional article.

"Find something your audience wants, is interested in," Hrastnik emphasized. In the case of a mattress company, this turned out to be tips relating to sex, health, and wellness.

Then optimize your emails for different audiences. Men and women won't have identical tastes, so the gender split is one thing to look at. Just forget about 100 percent direct measurability, he suggested, and instead "embrace email as an indirect sales powerhouse . . . something that will generate sales in the long run."

RSS can be useful, as well. Companies can offer things like transactional feeds, product feeds, customer support feeds, editorial feeds, and sales support feeds as ways of keeping consumers interested.

In the end, Hrastnik stressed, "There is a lot to gain if you think about how to go beyond your current email strategy."


About the Author:
Doug is a staff writer for WebProNews. Visit WebProNews for the latest eBusiness news.
About NewsletterIndustry
NewsletterIndustry provides the news, expertise and information needed for business to utilize the power of email newsletters. NewsletterIndustry is an expert in The Business of Email Newsletters.

NewsletterIndustry is brought to you by:

-- NewsletterIndustry is an iEntry, Inc. publication --
iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509
© 2008 iEntry Inc. All Rights Reserved Privacy Policy Legal

archives | advertising info | news headlines | free newsletters | comments/feedback | submit article

Unsubscribe from NewsletterIndustry.
To unsubscribe from NewsletterIndustry or any other iEntry publication, simply send an email request to: