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I - Welcome Emails: You have to send the first message right away. You have to follow up with two to three more messages in an attempt to build up rapport and create a dialogue with your consumer. If you are not doing this - you’re missing a perfect opportunity to set the stage for future campaigns, reinforce the recipient’s expectations of your brand or even convert them to a customer right out of the gate.
II - Private Email Club: If you compare recipients across campaigns, you’ll likely see that there are a handful that consistently open and click. Acknowledge them; let them know they are in your First Responders Club. Give your first responders the perks of receiving offers a couple hours before the remainder of your list; or offers unique to them. This First Responders Club could evolve further, maybe even a Private Email Club – something that could include a paid membership for personalized emails with offers sent before the remainder of the list. Your cost could be based on the shipping fees your repeat customer made in the past year (play with it based on the customer.)
III - Bring out your Dead: Take the Dead (people who don't open, click, or order from your emails) out of your list. Don't send them every mail you send on a weekly basis, but reduce your sending to them to a bi-monthly or monthly basis. You may be surprised to find that a reduction in frequency could actual spurn a resurrection.
IV - Test, Test, Test: Take the time to test out subject lines, different highlighted products, and content. Just because you think it's a great subject line, doesn't mean your customers will. Try testing out these things to no more than 10% of your list, trying maybe three different variables...
