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Article: EMAIL SUBJECT-LINE TESTING: CHEAP RENEWAL RESPONSE-BOOSTER FOR SOME B-TO-B'S.
- Article from:
- Circulation Management
- Article date:
- November 1, 2002
CopyrightCOPYRIGHT 2002 Copyright by Media Central Inc., A PRIMEDIA Company. All rights reserved. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Lesson #1 in email renewals: Get the message opened.
Not an easy accomplishment, no matter who your audience is. Certainly, harried business readers are increasingly likely to make a split-second decision to discard any email that's perceived as spam, or of no real relevance to their jobs.
But some business-to-business circulators report achieving significant response improvements, at very little cost, through subject-line testing.
For instance, CMP Media's Technology Solutions Group tests eight to 10 different subject lines in all of its titles' controlled renewal efforts (generally, each effort is sent to about 125,000 names). "It's so easy ...