How many times have you signed up for one thing on a site, only to receive messaging in response that quickly devolves into information unrelated to your original request? I know I have. Jeanniey Mullen, CMO for Zinio posted a terrific article on this subject on ClickZ today entitled:
What if People Don’t Know What to Do With Your E-mails?
Mullen constructed a makeshift survey that revealed:
“…only 41 percent of people who have opted in to a company’s list for one reason or another felt they knew why the company was sending e-mail to them, and what the expected response was. That means 59 percent of the responders were unsure of why they received the e-mail they got, or what they were supposed to do with it.”
How can you avoid this email grayzone?
Mullen posits these three tests:
1. If you printed out one of your e-mails and gave it to someone on the street to read, would they be able to understand what the value prop is, without any explanation?
2. If someone signs up on your Web site, on a certain page, is the first e-mail they receive about that topic?
3. Do you segment responsiveness by topic if your company offers more than one? If not, you should.
Read the full article here.




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