Is Broadcast E-mail DOA? –Farquharson/Tedesco
Is broadcast e-mail for prospect lead generation purposes "dead?" Not really, although it's true that this channel has been badly beaten up. We'll tell you what you can do about it—in a moment. First, let's journey inside the numbers.
When evaluating broadcast e-mail campaign performance, start by looking at read rates (also called open rates). Typical B2B read rates hover around eight percent to 15 percent. That means even your best campaigns aren't seen by six of seven recipients.
Bill Farquharson is a respected industry expert and highly sought after speaker known for his energetic and entertaining presentations. Bill engages his audiences with wit and wisdom earned as a 40-year print sales veteran while teaching new ideas for solving classic sales challenges. Email him at bill@salesvault.pro or call (781) 934-7036. Bill’s two books, The 25 Best Print Sales Tips Ever and Who’s Making Money at Digital/Inkjet Printing…and How? as well as information on his new subscription-based website, The Sales Vault, are available at salesvault.pro.
Very much alive and now officially an industry curmudgeon, strategic growth expert T. J. Tedesco can be reached at tj@tjtedesco.com or 301-404-2244.
