Anthony Wilkey

Sending a message to welcome new subscribers to your list is one of the most effective steps a marketer can take toward establishing positive relationships with potential customers. These messages can achieve open rates of more than 50 percent, and they have the potential to generate significantly more revenue than a general email campaign. The value doesn't stop there—establishing early engagement with your campaigns can help improve results for later emails, as well.

Well, email marketing may not be "an energy field created by all living things" that "surrounds us and penetrates us" and "binds the galaxy together," but marketers can use the powerful force of email for good. The "Star Wars: A New Hope" quote from Obi-Wan Kenobi comes when Kenobi explains to Luke Skywalker that the force is what gives the Jedi power. Triggers can boost email marketers' power, find Colleen T. Reese and Anthony Wilkey of Emailvision. Regarding the former, Reese, a LinkedIn Integrated Marketing Mix group member, created the discussion "Multichannel Marketing Thursdays: When are the best times to pull the (email) trigger?"

Whether you're a mom-and-pop store on the corner or an international retail conglomerate, the old saying holds true: "People do business with the people they know, like and trust." Success is contingent on building relationships with your customers.

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