January 01, 2006
Blog Entry

Wisdom - Email Marketing 38

SUMMARY: No summary available
Increasing newsletter click through by remailing non-opens. We were able to increase the clickthrough for one of our clients to their monthly e-mail newsletter by resending it one week later to those who didn’t open it the first time around. Our actual results showed an increase in click through of 40% without any real impact to opt-out rate due to the second send. The key to this was being able to create a file of those addresses that had opened the first newsletter to use as a suppression file so that we were able to avoid resending to those customers and only send to those addresses that hadn’t opened the first time around. We use the WhatCounts permission e-mail platform to deliver our newsletter and it makes it quite easy to support this as well as to determine the results.

Terry Miller, CRM Group LLC, http://www.crmgroupusa.com

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