Looking back on 2021 and doing more of what worked in 2022.

You only have a chance of creating connections from email marketing if someone reads your emails.

Prior to 2021, we had created read rates in the 35 – 40% rate. That was well above average, but we knew the big tech companies and regulators were making email deliverability more difficult. So, we increased our focus on making sure the content we create is relevant to the reader.

The result was that by the end of 2021 we were consistently breaking through the 50% read rate.

In a Thoughtful Mailer series last year we talked about the importance of “Trust” and “Orientation”.

These read rates are proof that by making sure any content you create is orientated towards the reader’s best interests, you create exceptional trust.

Look at the content you create and make sure it is clear to the reader that your message is in their best interests, rather than yours. Your relationships with your customers would qualify as “intimate” relative to the relationship a mass-market retailer creates. Trust is critical. If we can help, please

Contact us

www.retailtribe.com I E: ianjames@retailtribe.com
T: 0 (972) 743 0038 I M: +1972 743 0038
15851 Dallas Parkway, Suite 600, Addison, 75001, Texas



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