How to Improve Email Open and Clickthrough Rates

March 17, 2011 by Ethan Boldt

multipage

Two days ago, we launched our first-ever virtual conference and expo: Direct Marketing Day @ Your Desk 2011. Needless to say (OK, I need and want to say this), it was a huge success! Over 2,800 people registered (so far, as the entire program is accessible on-demand for the next 90 days). And nearly 600 people attended the opening roundtable, "Messages That Break Through the Clutter: 2011's Winning Campaigns from Every Channel."

That, frankly, was no surprise, for it featured four prominent direct marketers who discussed what kind of messages will work in 2011, across multiple channels, and break through that clutter that gets in the way of every campaign today.

It proved to be a power-packed hour. Alan Rosenspan talked about how direct mail remains more viable than ever, Gary Hennerberg discussed the need to restructure the overall multichannel approach to the prospect, and Neil Feinstein covered something called "Marketing 3.0" (whereas Marketing 1.0 was product-based and 2.0 was consumer-based, 3.0 is collaborative-based).

All three were fascinating, so listen in, for free here. For the purpose of this article, though, I'll just focus on Carolyn Goodman's presentation. It was a huge hit, for everyone.

The President and Creative Director of Goodman Marketing Partners, Carolyn broke down an extensive campaign she recently ran for the CSAA (California State Automobile Association). In the beginning, she talked about how the inbox has become a highly competitive marketing channel.

So how can marketers increase open and clickthrough rates? She urged that you follow these proven techniques:

• Segment your target audience
• Create messages that are relevant to each target
• Design emails that optimize how consumers use their in-box
• Keep the message short, simple and helpful

Then she dug into the CSAA campaign.

Email Campaign Background
Several hundred thousand new members join CSAA annually via multiple entry channels. However, the communications stream to new members was inconsistent, depending on whether or not email was captured.

A "Member Connection" newsletter is sent once a month, which includes a myriad product and service messages. Travel-related emails are the most common stand-alone email, as they're sent irregularly five-to-six times a year.

As a result, conversion rates of first-year members to a second year was slowly declining. They were less likely to attrite if they had registered at AAA.com and were therefore receiving (sporadic) email communications. Also, they were less likely to attrite if they had other relationships with CSAA (insurance, travel, etc.)

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