Email marketers have learned a lot about making individuals feel valued by a company. Long gone (thank goodness) are the days when greeting a recipient by name in an email message was considered cutting edge. But the industry still has quite a way to go when it comes to establishing and maintaining customer relationships.
So that’s why I was especially interested when I heard about a recent campaign from Yankelovich Partners, the marketing consultancy firm. Yankelovich worked with Outrider, a company that bills itself as “specializing in building successful online businesses,” by applying a range of end-to-end services; these services, of course, include email marketing (or you wouldn’t be reading about them in this column).
During late July and early August, Yankelovich sent out a plea to some of its current clients asking for input on its trial partnership program, called decisionDOMAIN, a comprehensive ASP designed exclusively for marketers.
Thanks to a variety of reasons, which I will detail in a moment, the campaign was able to generate some impressive results. These included a 37 percent click-through rate and quality leads that helped close 30 percent of trial partnership sales within the first two days.
Here are some of the factors that contributed to those numbers, in no particular order. The first four revolve around sending out the message itself, and the final two have to do with completing the sale.