- As your email list ages (that is the longer people are subscribers), the click through rate will go down. Don't be surprised. Try to find fresh subscribers on a regular basis since new subscribers click more than long time subscribers.
- Wondering if your emails even get read? Zarrella's research showed that more than 70% of email readers will read most of your message. Comforting, yes?
- Although people do not have separate email inboxes for commercial and personal emails, they do have junk mail boxes--58% of us do. The trick is to avoid being placed in those boxes. Zarrella found that we value emails from people we know (or recognize--a celebrity for instance), if we're expecting it, and when we feel we are part of an exclusive group.
- Do those "forward this message" or "tweet this message" pleas work? No, says Zarrella. Most recipients do not forward or tweet the emails. What works better is to ask the recipient to follow you on FB, Twitter, LinkedIn, etc.
- How do you measure your email effectiveness? Zarrella says, "Show me the money." The end result should be product purchased, action taken, donation given...whatever it is that you need the recipient to do. That means linking to landing pages that convert. Don't waste those links. Send readers to pages that will seal the deal.
Zarrella's recorded webinar is a do not miss! Also see Dan's Answers to 9 Top Email Marketing Questions.
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