I just came across a great post by Campaign Monitor customer Craig Killick from The Escape on the recent tactics they employed to get an impressive 70% open rate and the sale of 60% of their inventory for the product being marketed.
Craig goes on to explain the 4 main reasons behind this success and also some recommendations of what not to do. Here was the standout for me and is a great example of how to use our segments feature:
When they subscribed, they were given the choice to check a box against specific selections: In this case it was artists that they are specifically interested in buying pieces of work from. This specific e-mail was personalised and about something (a specific artist) that they have a great interest in, from someone they know and trust. Therefore, the penetration is that much more effective.
Definitely a great read for those that need reminding of how crucial it is to ensure your creative is as relevant as possible to your subscribers.