High Return Email Marketing

My birthday was last week.

Along with the personal Facebook and email Happy Birthday congrats, I received a free entree coupon in my email box from El Torito restaurant. I had completed a tabletop card 6-8 months ago on my last visit providing name, email address, and birth date.

There were no other qualifications. Just free food. Naturally, I printed it out and am looking forward to reacquainting myself with El Torito.

I regularly hear the question, "How often should we email so as not to irritate recipients into clicking the unsubscribe or spam buttons?

My answer generally surprises most inquirers, "Send fewer emails to get higher response." This logic goes against our natural inclination to assume that more emails equals higher results.

I'm talking about triggered emails. According to MediaPost for example:

- A travel website gets 45% of its email profits from triggered emails that make up less than 5% of its total email sends.
- A specialty retailer gets 40% of its email revenue from triggered email which accounts for 4% of volume.
- Birthday emails create 25 times the sales as broadcast email for another retailer. El Torito's birthday email got me to act.

High relevance and right timing make the difference. Plus, after the business logic is created, you can rely on these automated emails to perform day in - day out.

For more information, contact Delivra today!

Neil Berman | President & CEO