- WHO? The quality of your list, segmentation and targeting. Relevance is king.
- WHAT? Your message, your offer, your proposition. Whatever you call it, it has to answer the 'what's in it for me?' for your audience.
- HOW? Whether its beautiful design, witty copy or pull-no-punches plain text - present your message in a way that grabs your target audience.
- WHEN? Hit your audience when they're most receptive and response rates will improve.
Sounds familiar? It should - direct marketers have lived by these principles for decades. There's no need to re-invent the wheel for email, just remember its roots lie in direct mail. No-one can be expected to get it all right straight away - for best results, test and tweak each of the four factors, one at a time.
HOLIDAY BREAK: The next e-Tips will be in 4 weeks' time, with the normal fortnightly schedule returning in September.
Have a great summer, whatever the weather!