Another self congratulating article I read on e-consultancy today has inspired me to write this post. Usually written by some sales suit who has never been near the sharp end of a large email campaign, these articles are full of unanswered rhetorical questions, so this time I’m going to answer them. The post was written by the MD of Allestra, who judging by their client list, should know better.

The article looks like it’s trying to push Allestra’s whizzy campaign features without much thought to what the recipient actually wants. Here are a few choice nuggets:

• Why not re-email those that didn’t open the email?

Err, because they weren’t interested the first time? Sure you can test out subject lines, but beware of trying to hammer your list into submission. It doesn’t make for very receptive customers.
Also, very very many email systems don’t register ‘opens’ at all accurately. Chances are the individual has seen your message and taken a conscious decision to to react. Thumping away with the same message won’t get a different response.

• Why not contact those that click through and don’t buy with an additional incentive?

I love this one. Apart from the assumption that you were already giving your best offer out anyway, what better way to murder your response rates as your readers discover that hanging on is the way to get a better deal. Any savvy magazine subscriber knows this trick, don’t let your business become a victim of it. Deals like this get round the web like wildfire through freebie blogs and forums these days. What worked in 1997 could be a death knoll for your profits in 2007.

• For those that you receive an out of office, why not re-send the campaign in a few weeks’ time?

Do out of office replies delete the original email? No. Will the same campaign be current in a few weeks time? No.
People go on holiday, they read the emails they want to read when they get home, they carry on with their lives. Live with it.

Don’t get me wrong, a good quality email campaign system will really help you as your list grows, but just because you have a function doesn’t mean you HAVE to use it.

Start with your business rules, a heavy dose of common sense, and talk to people who are in touch with your customers before you start listening to sales guys telling you how to run your CRM strategy.