Content Still Matters

Looks like the analysts at Jupiter are reading the Sign Me Up! book from Return Path! Excerpt: According to a recent JupiterResearch survey, 16 percent of consumers formed negative opinions because of email newsletters or promotions they received, impacting relevance and creative aspects of e-mail campaigns.

After relevance, clearly written copy drives 40 percent of consumers to click through on email messages. Marketers must adopt best practices such as testing and calls to action above the fold to improve response rates.

Bottom line: Take care with your email because it matters what you send (or don’t send). Email is more than just a cheap alternative to direct mail — it’s a marketing channel that has impact, both good and bad. We certainly know this from our deliverability work, and now Jupiter is confirming what we know from our strategy and response work with clients.

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