SPECIAL REPORT:
HOW TO GET YOUR E-MAILS OPENED AND READ
INTRODUCTION – E-MAIL OVERLOAD
How many times do you go to your email inbox and find dozens of email
messages that amount to nothing more than “junk mail”. That doesn’t
include the many other kinds of email that require some type of an answer.
Unfortunately it has become increasingly more difficult to get emails to be
seen by the recipient, let alone to get the messages responded to by the
intended receiver.
The related email problems that we become victims of, from “spam” and
filtering complaints, to the massive amount of messages that flood our
email in-boxes every day, we still see email usage increasing at an
unprecedented rate.
The internet company, Double Click, recently released the results of some
email studies they had commissioned. These studies provide some
interesting “insights and observations” into how email recipients really feel
about marketing related emails, and provides some great intelligence for
direct marketers of email.
According to Double Click’s studies, consumers increasingly value opt-in
(permission-based) email marketing messages and prefer them over the
more traditional forms of marketing.
Some of Double Click’s findings included 54% of the respondents who said
they would like email to replace telemarketing.
45% of the respondents said they would like email to replace in-person
sales calls.
40% said they would like email to replace direct mail.
While 33% would like to see email replace retail offers and coupons.
The Double Click study also showed that e-mail users have become a lot savvier
in managing their email in-boxes and a lot more particular about what they
open and respond to: “Email sender recognition and relevant content are the
keys to successful e-mail marketing; both have a dramatic impact on likeliness
to open and convert”
STYLE AND TONE RECOMMENDATIONS FOR EMAILS
Don’t consider email as just an informal way to communicate.
In numerous cou