Why do your customers open your email?

If you do promotion by email (as many coaches and other information marketers do), perhaps you’ve wondered what your recipients are thinking. Why do they open some emails and not others?

Return Path has tracked consumer behavior vis-à-vis email for the past 3 years, and just recently released its latest survey:
(details here http://www.returnpath.biz/pdf/holidaySurvey06.pdf)

Some surprising results:

The number 1 reason consumers open email continues to be “I know and trust the sender” – but this number declined over 2005. What increased was the number who opened it based on “previously opened and thought valuable.” In either case, it is clear that email is a relationship-building activity. Without some connection based on know/like/trust or prior experience, your emails may not get opened!

So how can you start to build that relationship? It often starts with offline strategies such as meeting someone at an event, giving a talk (free or fee), appearing on radio, someone reading an article you wrote in a newsletter or magazine, or a referral to you by a satisfied customer or client or colleague.

If you haven’t been using offline strategies to build your online business, there’s no better time to start than today! Watch this blog and your email over the coming months for many brand new live and Teleseminar events. And feel free to email us what you want to see us present at coach@careercoachinstitute.com

Visit Career Coach Institute