CRM - January 2009 - (Page 37)

“A very small percentage of emails [are] legitimate— 90 percent of it is spam.” approximately 2.5 seconds to decide which ones need to be read, saved, or deleted. Making matters worse, Mullen notes, is the fact that emails today are often first viewed on mobile devices. “[People] are going to make the decision to open or not literally just by subject line—scrolling as they’re walking to a meeting, to the airport, [or] in the mall.” Whether it’s “Click here for 25 percent off ” or “Download a white paper,” you must show clear and explicit value. But get to the point. “You don’t have their full attention like you used to,” Mullen says, adding that a call to action be at the top. Follow with the rest of the email and provide the same call to action at the bottom. This way, she says, you appeal to the “impulse” reactors and those who actually read the email. Here’s the hard part: Once you find something that works, Daniels says, change it. This may sound counterintuitive, but consumers adapt quickly, rendering techniques far less effective each subsequent time. Daniels, for one, is tired of seeing the line “Try Our New Oven Baked Sandwiches!” in his inbox every week.“They’re not changing it up, they’re not testing it,” Daniels says. Even a line like “This Week: Try Our New Hot Pastrami!” would strike a bit more appeal. Email accreditation services such as Goodmail Systems arm legitimate mails with an icon that certifies not only the sender but each individual message. According to a Goodmail survey of 1,200 users of AOL, Yahoo!, and Comcast, 72 percent of respondents said they were more likely to open a certified piece of mail than a regular message, and 54 percent said they were more likely to attempt to buy from one. Just because you’ve got a fish and gold, doesn’t mean you have a goldfish. Just as patching contact center tools together doesn’t yield true contact center performance. Calabrio One™ is the only software suite that truly integrates a unified desktop with workforce optimization. It aligns people and processes, driving continuous improvements to meet your business objectives. Interested? Learn more at www.saynotoducttape.com. CLICK IT As with all digital media, testing is critical. Mullen personally prefers using eye-tracking technology and best practices related to the visual layout of the message for both design and copy. Whatever you use—test, test, test. Before launching your campaign far and wide, send it to Google, Yahoo!, AOL, Outlook, and read it as it would appear in your recipients’ inbox. Depending on your business, incorporating images can make all the difference. Musclemaster found that image-laden messages were twice as effective as emails that contained none. People wanted to see pictures of healthy and fit people as they were purchasing health and vitamin supplements, Myhal says. Of course, just having images is futile if they fail to show up. Last June, the Email Experience Council (EEC) partnered with marketing tools provider SubscriberMail to understand the state of image-rendering. According to the Retail Email Rendering Benchmark Study, only 42 percent of the 104 online www.destinationCRM.com ©2008 Calabrio, Inc. All rights reserved. http://www.saynotoducttape.com http://www.saynotoducttape.com http://www.destinationCRM.com

Table of Contents Feed for the Digital Edition of CRM - January 2009

CRM - January 2009 Contents Front Office Feedback Reality Check Customer Centricity The Tipping Point The Shots Heard ’Round the World 30,000-Foot Views Of the Cloud Stuffing the Ballot Box— With Complaints The Marketing Line for ’09 CRM on Twitter Technology Helps Insurance Weather the Storm Required Reading The Google-ization of CRM The Feedback Funnel Email: What’s Inside? Shake Your Moneymakers Lead Sweet Lead Incentives at the Speed of Lightpath Sales Contentment for Content Management A Worthwhile Excursion Into Call Recording Secret of My Success Re:Tooling Connect Pint of View

CRM - January 2009

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