Email marketers all over the world are pulling their hair out A/B testing subject lines & images within email versions to try to increase open rates & CTR but 95% of them aren’t thinking a more basic element of marketing: Coordination. I just received this email from a company that I evaluated last year, and because I get 100+ emails daily, I normally would have scanned the email and moved on to the next marketing email in my inbox, but something resonated with me about this email. I suddenly realized that I received a mailed flyer yesterday from the same company, and it was still hanging around on my desk. I took the time to both look through the direct mail piece which had an intriguing gift card offer, and the complementary email with the same imagery and branding, and realized that I was thinking very critically about the value of their software. In other words, the email worked!
The email was extremely effective because it was paired with another marketing touch AND the timing was coordinated so that the email hit my inbox at the approximate time that I had received the direct mail piece. These days, with intelligent mail & digital printing it’s Read More