eBuzz - Who Is It From?

Who Is It From?

An article in this week's Chief Marketer newsletter cited a talk given by Amy Africa at the recent Direct Marketing Association Catalog on the Road Day. According to the article,

"The majority of a marketers' success in e-mail depends on just six things, Africa said: the 'from' address, the subject line, the intro copy, the 'to' address, deliverability and format.

"Fifteen percent of recipients will throw out an e-mail if they don't recognize the 'from' address, she said. And another 15% will only read it if they "really" know who it's from.

"That means one-third of the people will decide whether or not they should read your e-mail before they've looked at the subject line," said Africa."

There was a great deal more wisdom in the article, but it's worth pausing on just that first step. Marketers depending on email marketing need to stop from time to time and make sure that their messages are still saying what they want them to say; and part of that is the "from" line. What do your emails say? Is your name trusted and trustworthy? Is there another campaign you can run in conjunction with your email marketing that will fix your name as even more trustworthy in the minds of your customers?

All this matters!

And that's our take on the news today!

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