Summary:
It's an agonizing decision. You slaved over the latest issue of your email newsletter, and yet, only perhaps 30% of recipients opened the darn thing. Should you resend to the 70% who didn't? On one hand these are permissioned names who said at sign-up that they really want your newsletter. On the other hand if you annoy anyone, it could damage your reputation and there goes the brand (let alone delivery past filters). Here's a new MarketingSherpa Case Study about a UK marketer who undertook this slightly dangerous test this fall. Includes samples and lots of useful data.
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