How to Make the Most of Your E-mail Renewal Efforts

E-mail marketing continues to lead the pack in ROI! Here are some tips to make the most of your e-mail renewal efforts to continue to increase that ROI.

Sender Address
The sender address is critical to getting your e-mail opened. Fifty-six percent of those surveyed cited “knowing and trusting the sender” as a reason to open an e-mail, according to a 2007 Return Path research project.

What makes a good sender address? It needs to be an accurate representation of your company and instantly recognizable to recipients. Since they’ve done business with you in the past, these standards should be easy to reach.

Subject Line
Subject lines are both an art and a science. Mentioning the promotional offer without referencing the renewal fails to leverage the power of the existing relationship. But general subject lines like “Notification” or “Important Account Status” seem like junk mail, thanks to their lack of specific detail.

One type of subject lines working for renewals today includes these three key elements:
* The brand name
* The term “expire,” “renew,” or some variation (”expiration,” “renewal,” etc.)
* A promotional offer (”save 50%”) or urgency (”expires in 1 week”)

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Be sure to update the meta tage on images, otherwise all a customer will see in their preview pane is a “Right-click here to download pictures.” Instead, be sure your top images feature the promotion, offer, etc, along with call to action.