E-mail: Improve Your E-mail Program in Three Easy Steps

Challenge: Companies report 20 percent to 40 percent non-delivery of e-mail.
Solution: In addition to delivery tracking, implement a “save” campaign. For HTML e-mail recipients, first try switching them to text-only e-mails. Watch the click rate for the next 30 to 60 days, depending on how often you e-mail. If results do not improve -- or if non-responders already were receiving text-only e-mails -- get your best offer to this group pronto. If none of these steps work, then take these e-mail recipients off your active promotion list, because they’ve mentally unsubscribed to your e-mail campaigns.