Request a Demo

Fields marked with an * are required

Moving from Spam to Effective Communication

By: capturecode | Sep 16, 2014

Taking cue from our previous post, this one will be dedicated to discussing direct marketing. Plenty has been said about what works and more about what does not. So, we will create a cheat sheet to help you understand the world of e-mail promotions a little better.

Tailor E-Mail Content

With enormous amounts of data available, the content of your email has to be customised. There is no excuse for sending irrelevant e-mails. But, apart from that, these are a few things one can do to improve the Click Through Rates (CTR):

Subject Line: Chadwick Martin Bailey, a market research veteran, reports that 64% people say that the subject line matters. That was in 2012, but it still holds true. Understandably, there is a lot of pressure on the subject line, and yes, it should do it all – communicate what is in the mail, attract attention and be catchy.

Body of the Mail: More than80% of users read e-mails on mobile devices. That’s why the design and the content of the e-mail should be tailored to be as effective on mobile devices as it is on a laptop.

Interactive Content: A call for action is always a good idea. ‘Click Here’ gets the highest percentage of clicks as opposed to ‘Go and Submit’. According to GetResponse in 2012, e-mails with social sharing buttons showed a 158% higher CTR. Also, businesses can update themselves by introducing a relevancy test in the mailers from time to time.


Time it Right

A 2013 study conducted by Marketing Sherpa revealed that 23% and 55% of B2C and B2B marketers respectively, saw a drop in CTR during the weekends. Tuesdays and Wednesdays were rated as most effective by marketers with a mixed audience, and 40% retailers found Sunday to be best for sending out mailers.


Avoid the Spam Folder

The only way to do this is by understanding what constitutes spam. There are no shortcuts here. So, word your text carefully, establish credibility, probably use a double-opt-in method, and learn from mistakes.


Identify the Ideal Frequency

Net-a-Porter in UK created a control group and reduced the number of e-mailers sent per week. They saw and immediate increase in CTR and conversion rates. Simply put, when sending out promotional e-mails, we go back to the basics – ‘More is not always better’. Also, let your customers decide what they want to receive by separating subscriptions for newsletters, product promotions and so on.

In conclusion, while these steps lay the groundwork, each industry works differently and the best way to identify the most effective strategy is by trying out these cool tricks on a control group. Testing is the key to unlocking the best strategy for you.

** All statistics and data points mentioned have been taken from HubSpot, unless otherwise specified.

Write a comment

Recent comments

  • hydravy 2 months ago – viagra online prescription

  • Markus 4 weeks ago

    Wow, amazing blog layout! How long have you been blogging for?
    you make blogging look easy. The overall look of your web site is magnificent, let
    alone the content! 0mniartist asmr

  • Christine 4 weeks ago

    Great web site you’ve got here.. It’s difficult
    to find excellent writing like yours these days.

    I really appreciate people like you! Take care!!
    asmr ( 0mniartist

  • Sabrina 4 weeks ago

    Hi to all, how is the whole thing, I think every one
    is getting more from this web site, and your views are nice in favor
    of new people. asmr ( 0mniartist

  • Isabelle 2 weeks ago

    Write more, thats all I have to say. Literally, it seems as though you relied
    on the video to make your point. You obviously know what
    youre talking about, why throw away your intelligence on just posting videos to your
    weblog when you could be giving us something enlightening to read?

    Also visit my site … gamefly of

  • Samira 2 weeks ago

    Fine way of describing, and good paragraph to take
    information on the topic of my presentation focus, which i am going to present in university.

    My site … asmr an

  • Joey 2 weeks ago

    Ahaa, its pleasant discussion on the topic
    of this article here at this webpage, I have read all that,
    so now me also commenting here.

    Check out my homepage – was asmr

  • Bradley 2 weeks ago

    Hello, i think that i saw you visited my blog thus i came to
    go back the desire?.I am trying to find issues to enhance
    my site!I assume its ok to make use of a few of your concepts!!

    Also visit my page – where asmr

  • Louisa 7 days ago

    Hello gamefly there, just became
    alert to your blog through Google, and found that
    it is really informative. I’m gonna watch out for brussels.
    I’ll appreciate if you continue this in future. A lot of people will be
    benefited from your writing. Cheers!

  • Adalberto 7 days ago

    Greetings from Carolina! I’m bored to death at work so
    I decided to check out your website on my iphone during lunch break.
    I really like the information you provide
    here and can’t wait to take a look when I get home. I’m amazed at how quick asmr your blog loaded on my mobile ..
    I’m not even using WIFI, just 3G .. Anyhow, wonderful site!

  • Kandace 4 days ago

    For the reason that the admin of this website is working, no hesitation very quickly it
    will be famous, due to its feature contents.

    Here is my site asmr (

  • Breanna 3 days ago

    This is very attention-grabbing, You’re an excessively skilled blogger.
    I have joined your rss feed and sit up for looking for asmr more of your excellent post.
    Additionally, I have shared your website in my social networks

  • Mike 1 day ago

    I’m not sure asmr where you are getting your info,
    but good topic. I needs to spend some time learning much more or understanding
    more. Thanks for excellent info I was looking for this information for
    my mission.