The Honeymoon Effect
By Jeanne Jennings @ClickZ 2/6/12
For most organizations, older names on your list will perform less well than people that recently opted in to receive email from you. It’s something I call the honeymoon effect – newer people on your list are typically more excited to receive your email – and more likely to read and take action on it.
Here’s a case study based on work I did for a client that quantifies this effect; in my next two columns I’ll provide some inexpensive things you can do to boost your email list growth – and, as a result, your email program’s performance.
This client sends a monthly email newsletter; the primary goal is to engage readers and get them to click through to the website and interact with the content there. It’s a B2C audience, but this effect is not limited to B2C, newsletters, or email messages with non-revenue goals. It’s applicable no matter what your audience, type of email, or desired outcome (lead generation, direct sale, website traffic, etc.). (continue @ClickZ)
Last 5 posts by Dylan McBurnett
- Daily Delivery - Hollywood Tricks for Email - May 18th, 2012
- Daily Delivery - Rev Boost from Email - May 15th, 2012
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- Daily Delivery - New Tactics for Email - May 10th, 2012
- Daily Delivery - Revenue v Deliverability - May 9th, 2012
