Remember Me
forgot your password?

Improving Email Click Through Rates, Customer Communications Management

Marketing communications and Email communications professionals seeking to improve their click through rates should take a look at the latest research from Forrester Research.

The report advises that relevance of communications is key to achieving click through rates, saying that consumers are persuaded to open emails by their personal interests more than any other factor. Forrester say that this applies across the generations and sexes.

Brand and company reputation play a key role according to the report and this factor sits just behind relevance. This may seem to suggest that if you brand lacks mind share with the customer then it is unlikely that you will yield a result from email marketing.

The report states that consumers spend less than 20 seconds deciding which emails to open and the report suggests that to grab consumers attention, it may not be the offer that motivates them but, the relevance of the communication overall. Tempting 'Grab it' offers may not be the definitive solution to email opening rates that many email marketers presume.

Excessive messaging is also highlighted as damaging factor and the report highlights one customer who doubled revenues through reducing the number of communications to the customer base.

The key here once again seems to be the need to research customers carefully and to absorb that knowledge into business practices. Learn from every communication with your customer to develop a conversation that drives relevance and value for that customer.

This also speaks for the value of multi-channel communications. Different channels have different merits so for example a direct mail  item will focus a customer in a different way to that of email.

For more articles like this, please visit Customer Communications Management Community.

Ed Smith

The author owns and runs the website Customer Communications Management Community, a website dedicated to those working in marketing communications and customer communications industries. The site provides advice, analysis, news and community facilities.

Rate this Article: 0 / 5 stars - 0 vote(s)
Print Email Re-Publish

Add new Comment



Captcha

  • Latest International Marketing Articles
  • More from Ed Smith

Website Promotions You Can Do Yourself Without Professional Help

By: Gen Wright | 26/11/2009
Go beyond the normal obvious SEO type Google placement and open up new venues. Discover free or affordable ways to promote your website beyond conventional SEO methods. Breakout of the top-10 Google mindset as the only way to be successful on the net. Look again at the effective alternate ways to get action from your website. Have some fun building your internet presence.

A2688 TV Phone with Camera handwriting liked by young consumers

By: Andy | 25/11/2009
whether it is straight, and folding, sliding, or rotation of the plane, everywhere bursting out with rich fashion colors. It was more like a beauty pageant to buy mobile phones. Now agoodseller introduces A2688 TV Phone to you

How to read the mind of your prospects

By: Yadvinder | 20/11/2009
The answer is very simple just ask hey what do want from me and it is one of those things that many people leave out of their business and then wonder hey what happened to my business

Best Wishes of China Unicom, Best Selling Mobile Phone of China, iPhone or Others?

By: feline | 18/11/2009
In order to counter the skepticism by analysts whom said that the handset is too expensive in China, the chairman of China Unicom( Hong Kong) Ltd., Chang Xiaobing, says that he experts iPhone to become the best selling smart phone of China. It is heard very inspiring, however, maybe he had forgotten that, China Unicom have only sold about 5,000 iPhones in the first weekend, at all event, this is far away from his dream.

Affiliate Marketing Businesses VS Sole Ownership

By: Tom Smith | 16/11/2009
Today, many of us want to back in our jobs and go to work for ourselves. However, the difference between those who want it and those that actually do it is staggering. Those that do make the attempt have two options open to them. Create their own sole proprietorship or create and affiliate marketing business. Both can be quite productive if they are successful.

Affiliate Marketing Businesses VS Sole Ownership

By: Tom Smith | 16/11/2009
Today, many of us want to back in our jobs and go to work for ourselves. However, the difference between those who want it and those that actually do it is staggering. Those that do make the attempt have two options open to them. Create their own sole proprietorship or create and affiliate marketing business. Both can be quite productive if they are successful.

Affiliate Marketing and Pay Per Click

By: Tom Smith | 16/11/2009
Do you want to make more money? Do you want to turn that computer you spent so much money on into a cash cow? Well it is possible. It won’t happen overnight but with time and hard work you’ll soon be working from home if you choose.

Affiliate Marketing And Home Business

By: Tom Smith | 16/11/2009
Many of us dream of being our own bosses. The lure of big money and flexible work hours is quite attractive. However, many are afraid to venture out on their own. They fear that they do not have the capital required to get a business started or they don’t want to loose the security of their day job.

Marketing Communications Professionals - Customer Communications Technology Brings a New Paradigm in Marketing Agility

By: Ed Smith | 08/11/2008 | International Marketing
Marketing Communications professionals should develop a vision for enterprise marketing communications before rushing into inviting Customer Communications Management Suppliers to demonstrate how their products could help your company. A new vision has to be developed because marketing communications professionals now have a completely new way of working. Gone are the days where a companies direct mail and transactional mail need to be separated and handled by different company functions.

The Value of Electronic Statement Presentment

By: Ed Smith | 05/11/2008 | International Marketing
Electronic Statement Presentment has been around for a number of years now and many companies have employed Electronic Statement Presentment technology with success. For some consumers, the provision of statements electronically is highly desirable. It means that they can manage their financial relationship with your company easily whether in a hotel the other side of the world at home.

The Evolution of Document Composition

By: Ed Smith | 04/11/2008 | International Marketing
Document composition software has been evolving since the 1970's. Originally document creation or composition software was essentially a piece of code that sat upon a mainframe and attached to transactional business applications on the mainframe.

Gartner Release New Enterprise Content Management (ecm) Quadrant

By: Ed Smith | 04/11/2008 | Communication
In September, Gartner released its Magic Quadrant for Enterprise Content Management (ECM) vendors. Similarly, in March this year, Forrester Research communicated regarding the convergence of Enterprise Content Management and Customer Communications Management technologies with Forrester claiming that convergence between ECM and Customer Communications Management (CCM) will occur by 2010.

Improving Email Click Through Rates, Customer Communications Management

By: Ed Smith | 04/11/2008 | International Marketing
Marketing communications and email communications professionals seeking to improve their click through rates should take a look at the latest research from Forrester Research.

Customer Mail Communications are a Major Business Opportunity

By: Ed Smith | 09/10/2008 | Information Technology
Discussion the hidden benefits in a companies customer mail. Some simple tips on how good use of document management technology can result in some surprising business and powerful business benefits.

Submit Your Articles Free: Signup
Article Categories




Use of this web site constitutes acceptance of the Terms Of Use and Privacy Policy | User published content is licensed under a Creative Commons License.
Copyright © 2005-2008 Free Articles by ArticlesBase.com, All rights reserved. (0.70, 4, w2)