For many of us, e-mail is an important promotional tool, but are we using it to its fullest potential? A marketing research report featured on KnowThis.com suggests that e-mail subject lines that are very specific have the best chances of increasing conversion rates (or, in our case, getting patrons to read the e-mails and/or take an action). The report comes from MarketingExperiments.com where you can find numerous reports on e-mail marketing, including one about launching effective e-mail campaigns that reveals ten key points for getting the most out of e-mail.
As I was looking around on MarketingProfs.com, I also found a terrific article, Putting Personality into your E-newsletter. Yes! Thank you, MarketingProfs! (Free registration required). I like this article because it recognizes the distinction between adding a touch of human authenticity and going overboard with getting way too personal, and instructs people on how to find the right balance.
Update: The 7/17/06 edition of the Wall Street Journal has an article called, "Marketers Give Email Another Look" that describes research done regarding which parts of an e-mail message get the most attention. The research found that graphical icons and terms like "solutions" raised some eyebrows, but that the word "free" got little notice.
Categories: research_and_reports | tips_to_try
Thursday, July 13, 2006
Enlivening e-mail
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Libraries are more than just collections of books and other materials. Libraries are dynamic forces in their communities with the power to improve lives. Modern marketing demands that librarians look beyond their traditional roles ("outside the book") to find new ways to connect with people and further their success.
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