Improve Your Open Rates for Acquisition Email

This article, published by Target Marketing in April 2008, examines principles and practices associated with acquisition e-mail, which also apply to CRM programs, that are often overlooked by marketers when building their e-mail strategies. These fundamentals serve as strategies to consider and employ to yield higher response rates and a more effective e-mail marketing effort. This article discusses, “Open Rates: a Strange and Flawed Metric,” “Ways to Incentivize Your Audience to Engage,” “How to Offer Quality to Increase Your Response,” and “Frequency, Frequency, Frequency.”