This is the end of this particular Highbrow course (part one and part two can be found here and here.) After I did the second blog, I needed to write a little more and make this the first pre-written, scheduled post to cover my time away from 24-30 August. So, the next few posts will also be pre-written, and I’ll be back on the evening of 30 Aug with a topic written that day.
So onto the notes!
Personalising your email is great, but this goes beyond just putting people’s names in the ‘Dear so-and-so’ bit – although you should absolutely be doing that!
Testing has shown that using the name of a person instead of just using the company name hugely improve open rates, though success can depend on the company and it may be be something to A/B test.
Goals and Analysis
It’s important to constantly look at how your emails are doing – and not just the positive metrics like open and click-through rate. Bounce rates will give you an idea of whether or not the email info in your database is still good, and unsubscribe will tell you if you are keeping a regular readership, or if people are giving up on you quickly.