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A Personal Connection Improves Clickthrough Rates

Posted on | January 10, 2012 | 1 Comment

Happy birthday to … me!  This is the day I left the comfort of my mother’s womb a few decades ago for a career in marketing.

Of course, my family gave me cake and presents.  But, I also got emails from three restaurants enticing me to come eat for free on my birthday. One of these emails was from a restaurant I had completely forgotten about. This made me realize that other businesses and organizations should use email as a way to reach out to inactive customers.

If your inbox is like mine, you probably see how companies abuse email marketing. For example, at least twice a week I receive emails from a company that sells pet products.  Yes, I love the little ball of fur that lives with me.  However, a constant barrage of generic emails does little to prompt me to purchase more stuff.  Instead, they should segment their list so they know who owns a dog, a cat, a hamster etc. and make specific offers based on this information. What if they sent me an email at the beginning of winter with a coupon to save on doggie coats plus their wish that my Shih Tzu stays warm this winter? With that type of personal connection, I would be more inclined to open the email and make a purchase.

The secret to a successful email strategy is to segment your list, personalize the message, keep it relevant and refrain from sending messages too frequently.


One Response to “A Personal Connection Improves Clickthrough Rates”

  1. A Personal Connection Improves Clickthrough Rates | Small Biz 101 – the ADSEL approach
    June 12th, 2012 @ 10:02 am

    […] There’s more to an email marketing campaign, though. Head off to and read their article, A Personal Connection Improves Clickthrough Rates. […]

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