I’ve enjoyed this post immensely-it follows my philosophy closely-I’m always bringing up the customer life-cycle in meetings. If someone just purchased or tried our product I don’t believe we should throw a sales email at them the next month.

I would like to point out though that sometimes a good deal for your product is just what your customers are waiting to see – you aren’t disputing this fact in the post but the message may get lost. (and yes the market you’re in and the combination of customer contacts is important to consider when deciding on the email objective).

I’m interested to see what you cover in Part 2 – while a 98% open rate is impressive and rare I can think of some factors that would contribute to that success. I’m curious to see if it matches your strategy.

We’ve written all of our newsletters from a content perspective, and not from a selling perspective. I don’t enjoy being pitched, and I certainly wouldn’t want to put that experience on anyone else (especially someone on our mailing list). This has resulted in higher open rates, and we are working on increasing those numbers. If we hit 98%, we’ll have you to thank.

Looking forward to part 2!