Email Communication

For those of use who communicate with an online user base through email it can be touch and go. I continue to learn the value of timing and message.

As a point of reference, last we started to send a message to our entire user base and after about 5% of the email went out we noticed that it did not have the effect that we were looking for. Our open rate and our ultimate goal login rate both were sub-par. So we stopped the email!

Carefully looking at the message and some of the replies from our user base we realized that we had not done a great job in presenting the material in a concise and easy to understand manner. We spent a full day analyzing the outcome and produced an email which exceeded our target.

In the end, we ended with a better message. But it is the careful study of the initial send that led us to redo it. You only get a few chances each month to communicate with your users, so you need to treat them like gold!

Cheers,
Mike