A Little Less Open Rate and a lot More Consumer Experience, Please!

Updated: July 13, 2010

From a consumer experience perspective, I will use a magazine publication as an example. When I walk into a book or convenience store, there are hundreds of publications on the magazine wall. I have an affinity towards hybrid/electric automobiles and on the cover of Car and Driver there is feature on the Tesla electric powered Roadster which draws my attention. I open the magazine to the table of contents. The teaser in the table of contents further generates interest on the topic and directs me to the article. I flip the pages to the article to only find a half-page article on the Tesla Roadster in a 200-page magazine!? Let's just say the promise of the feature call-out on the magazines cover was not fulfilled, resulting in a poor experience. The next time I see a Car and Driver publication, even if it has a cover feature that I have an affinity towards, I may think twice about browsing the magazine based on my previous experience.

Consumer Experience: Email Marketing vs. Magazine Publication
Email Subject Line > Magazine Cover Call-out
Email Content > Magazine Table of Contents (Teaser Content)
Website Content > Magazine Article

So what does this mean for your email program? You can do all the subject line testing you want but if you do not follow through on relevant email content and web experience to fulfil your brands promise, you can expect a decline in engagement with your email communications further down the email relationship lifecycle.

Fulfill your brand's promise!
1) Does the "from address" reflect the brand communication the consumer signed up for?
2) Is the subject line relevant and does it align with the email and website content?
3) Does the email content fulfil the "promise" of the subject line?
4) Does the website content deliver on the value proposition that your subject line and email content "promised"?

Featured Research
  • The New 2017 Contact Center Comparison Guide

    We’ve put together a comparison guide that covers over 40 of the top call center software options, providing details on pricing, features, support, and integrations. If you want to save time and still make a great investment, this guide is a must read. more

  • Phone Systems Comparison Guide: VoIP for Small to Midsize Businesses

    It was a painstaking process, but to help B2B companies start 2017 off on the right foot, we recently compiled a comparative list of the top 43 small to midsize business phone vendors. more

  • 16 Mistakes to Avoid When Buying a Phone System

    Purchasing a phone system for your business is a major investment. With the average business changing phone systems only once every seven years, it’s important to make the right decision. more

  • 2017 Video Conferencing Trends

    New advancements are also making video more beneficial to a greater range of business areas including marketing, HR, and internal operations. Many solutions are economical, easy to use, and very effective at making communication more personal. more

  • [Infographic] Top 11 VoIP Vendors

    A good VoIP provider will offer additional benefits as well, but many first-time buyers find assessing each option to be difficult. Nevertheless, this is an important step in the buying process because a substandard provider can easily waste both your time and money. more