E-mail Marketing: Communicating Effectively

#4 Keep ‘em wanting more.

Use e-mail judiciously—once a week is a good rule to follow. If it is a question of sending out two e-mails with three offers each vs. one e-mail with six, opt for the latter. Too many mailings clog an in-box and lead to fast deletion.

JC Whitney, a catalog marketer of after-market automobile products, launches five to 10 offers at a time. Not every consumer gets all the offers because they are matched and delivered by personal preference. This assures no unwanted pitches. JC Whitney’s results are typically 2 percent to 5 percent click-throughs per offer, 15 percent to 30 percent click-throughs per e-mail and consumers returning to the site for a multitude of shopping interests.