Timely emails improve open rates

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Shortly after the Chancellor completed his budget announcement, The Times sent out an email with the subject line 'Peter, your budget questions answered'. Obviously, this campaign was prepared in advance and ready to be broadcast within minutes of the end of the Chancellor's speech. This is a good example of powerful email marketing.

The subject line has got real impact. It's personalised (Peter), relevant, intriguing and timely. On opening the email the content compelled me to click through to the content which is instant high quality analysis of budget implications. The content includes a chart showing a 3 year background of where our money is being saved and being spent.

My takout is the The Times is smart, with a good understanding of effective email marketing.

Powerful email marketing learning for businesses big & small

• how & when could you provide really timely and relevant information to your customers and prospects?
• could you prepare some web content in advance ready to go at the appointed time - even if its 90% ready with a few additions at the last minute
• could you prepare an email in advance ready to go at the appointed time - even if its 90% ready with a few additions at the last minute
• whenever possible, try to include your customers first name in the subject line
• make the subject as compelling as possible
• include compelling content and links to your website
• track email results to identify what's working and what isn't
• how many times a year could you repeat this effective email marketing strategy?

Published 24th March, 2010

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