Email and Social Marketing Tips | Pinpointe Blog

Our goal as marketers is to develop a ‘relationship’ with our audience.  Generally speaking, people respond to people better than they respond to ‘things’ – like your company.

Based on our split testing, we’ve found that in most cases, you’ll see better results by using a specific contact person (yourself for example) vs. a general address like ’support@’ or ’sales@’, or just using your Company name.

Your recipients take only a second or two to decide whether or not to open your email. If they do not recognize your company, they are likely to skip over the email. Also, general addresses are less personal, which reduces open rates.

Actual Results

Based on analysis of various campaigns across our system we have seen that using a specific personal name vs. a general email address as the send-from’ address can improve the net open rate by 15% – 35% (or more), with a similar coresponding lift in click-through rates.

Yes.  Pinpointe is designed to help you personalize your communications to improve response results.  Any field that exists in your contact lists can be easily inserted into the email subject or anywhere within the email body.  When you create and configure your contact lists, you will probably create some additional custom fields too.  These custom fields can also be used to personalize your communications.

To insert any field, including custom fields into your email campaign, just click on the “Insert Field” link underneath the WYSIWYG editor (HTML emails) or Text editor (Text Emails.) A popup window will appear asking you to select the Custom Field you would like to insert.  You’ll see the field inserted as a tag.  For example if your list has fields called ‘First_Name’ and ‘Last_Name’, and you wanted to insert them into the subject and body as follows, you’ll see the following in the editor:

Subject: %%First_Name%% – Here is this Month’s Newsletter

Body:

Dear %%First_Name%% %%Last_Name%%,

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