These are typical questions from marketers keen to run e-mail
campaigns, but unsure of the results
that they are likely to achieve. We have all heard campaign success
stories with response rates in
double figures, but at the same time we all receive an ever-increasing
amount of e-mail into our
inbox. As Internet users receive thousands of e-mail messages every
year, much of it unsolicited,
how can we maximise our response rate?
Think about the factors that will govern the response rate to an e-mail
campaign. One factor that
you may have identified is how well targeted the campaign is to the
interests and needs of the recipients: are the e-mails relevant to the
audience? The offer made to encourage clickthrough to
the site is another key factor.
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