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April 18, 2009



I first time visit in this blog. I find this blog have relevant information.

Jim Logan

With deliver and open rates steady or increasing over the past several quarters,I'm surprised the report's recommendation is essentially to build a better list.

Certainly target audience and list qualiity can explain a low click-thru rate, but declining response - associated with consistent and growing open rates - indicates the basic audience and message is mostly right, but compelling reason to act isn't recognized...hence, look at the buildup to the call to action (make sure it's a sufficient argument and appropriate to the addressee) and check the reason you offer to believe in the benefit of heeding it. Essentially, we should investigate a more compelling reason to act before we blame the list.

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