We all know that explicit opt-in for an email campaign is a best practice. However, while the quantity versus quality rule isn’t always adhered by in our company’s email sends, we have limited blasting out our monthly best-practice, prospect newsletter to only those who have subscribed to receive it. It has turned out to be our best performing email campaign with open rates averaging 33% and clickthrough rates averaging nearly 12%, an astounding 200% and 500% higher performance rate than our mass, batch-and-blast campaigns respectively. To increase subscriptions for this high-performing email newsletter, we send out monthly subscription request emails (with a complimentary edition of that month’s newsletter) to newly added prospects in our database. We’ve successfully doubled the number of subscribers over the last year through this and other online promotion tactics.
Melissa McConnell, Ariba
www.ariba.com