Mature Marketing Matters « Marketing and Motivating Boomers and Beyond Mature Marketing Matters

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Creating Results is a full-service strategic marketing, public relations and advertising agency with more than 15 years of experience. Our expertise is motivating mature 40+ consumers, including Baby Boomers, Silent (Ike) Generation and Gen X.

Mature Marketing Links of the Week – 6/17/13

June 17th, 2013 Posted by Erin Read

And just like that, it’s Monday again.

Time for our weekly round-up of links, articles and resources that can help you get better results from your mature marketing program. Please join in the conversation — in the comments section of this blog, on Twitter, on LinkedIn, on Google Plus … — and share your own insights!

Photo credit: ibtimes.com

1. MOST CLICKED: Imagine having lived through the introduction of the Model T AND the rise of the iPhone? Jiroemon Kimura did just that. Born in 1897, Mr. Kimura was the last person alive to have witnessed the 19th century. His story in the Wall Street Journal captured the attention of our Twitter followers last week.

“He lived through two world wars, the reigns of four emperors, the terms of 20 U.S. presidents, and 61 Japanese prime ministers. Along the way, he had five kids, 14 grandchildren, 25 great-grandchildren, and 13 great-great-grandchildren, his family said. And on June 12, at 2:08 a.m., he passed on, in his hometown of Kyotango. He was 116 years and 54 days old.

… After working at local post offices for 45 years until his retirement at the age of 65, in 1962, he helped his son with farming until he was 90.

In 2009, Mr. Kimura told camera crews that he exercises daily, reads newspapers at least two hours a day, and keeps up with parliamentary proceedings. ‘I’ve got to keep up with the times,’ he said.”

Unsurprisingly, with Mr. Kimura’s death the mantle of “oldest person alive” passes to another Japanese citizen. The country has the world’s highest proportion of elderly and the longest life expectancy.

Read the article: http://on.wsj.com/11TxD8d

RELATED: What does it matter that people are living into their 100s with greater regularity? A lot. Mature Marketing and the Longevity Revolution

2. MOST SHARED: Who owns smartphones? The young and the wealthy. AND 18% of those 65 or better.

61% of American cell phone owners — 56% of all American adults – are owners of smartphones, reports the Pew Internet & American Life Project. Ownership of smartphones decreases by age and income, as this chart illustrates.

Chart: Smartphone Ownership by Age Group

If you’re targeting wealthier baby boomers, consider your mobile marketing strategy. Now that we know who owns smartphones … Who owns Androids and who owns iPhones? This also varies by age group, per Pew.

chart - android iphone ownership by age group

It appears that the iPhone’s interface is more popular with seniors and in higher income levels. When sharing these insights with your web designers, be sure to first check your own website analytics to see what percentage of your users are accessing via mobile and what devices they prefer.

Get the Pew report: http://bit.ly/11TB92j

3. ALSO OF NOTE:

* “Apparently there’s this war I didn’t know about going on between Baby Boomers (67 to 49 year olds) and so-called Millennials or Echo Boomers (32-ish to 13 year olds).” So begins a smart post by blogger and comedian Walter Michka, who attempts to call a ceasefire in the “war” between the generations: http://bit.ly/15cab3W

* Hotels share secrets for getting 5-star online reviews. These ideas offer inspiration and should apply to other industries, as well. http://bit.ly/14FzePZ

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Tags: android, baby boomers, iphone, Pew, smartphones
Posted in 50+, 60+, Boomers, Internet, Marketing | No Comments »

Mature Marketing Links of the Week – 6/10/13

June 10th, 2013 Posted by Erin Read

Those of you who watched the Tony Awards last night know that host Neil Patrick Harris opened with a number that was BIGGER. At Creating Results, we don’t have 4 Matildas or the cast of Newsies in our supply closet. But we were inspired to make this week’s round-up of mature marketing resources BIGGER by adding a suggested action step to each hot link.

On with the show!

1. MOST CLICKED: Baby Boomers can be thanked for many trends — pet rocks, hula hoops, bell bottom pants … Now, this generational cohort is driving a new trend – Pre-Planned Funerals. Which in turn is driving consolidation in what is called the “deathcare industry.” As the Wall Street Journal reported:

“Given that approximately everyone will die (a rough estimate), running funeral homes and cemeteries is a pretty steady business, and one that has been gradually consolidating in America. As the population ages, and a generation of well-to-do retirees starts making plans for the end, business can only grow …

[T]he combined new company will run 1,653 funeral homes and 515 cemeteries in the U.S., Canada and Puerto Rico.

Those are likely to be put to good use in the coming decades as a demographic bulge of baby boomers begins to think about their final goodbye. A big trend in the business is so-called “pre-need” funerals, where the costs and details of the funeral are planned and funded in advance. As boomers get into their mid-late sixties, demand for these kind of funeral deals is expected to rise.”

Frankly, it comes as no surprise to me that this do-it-yourself generation wants to put its own personalized stamp on everything, including funerals.

Read the story: http://on.wsj.com/163AFYd

ACTION STEP: One thing that is truly common to the 78 million individuals who make up the Baby Boom is the amount of loss they’ll deal with in the coming 20, 30 or even 40 years. Parents and friends will and do die. Elderblogger Ronni Bennett notes it’s not just people who are lost.

“We may find ourselves with a chronic disease or two that limits us. Our mobility can become a challenge … Pieces of our lives, large and small, fall away one by one and in addition, we must, when our careers are done and children gone, figure out what our purpose is now at this time of life. There is rarely anyone to help with that one; we’re on our own.”

Your senior prospects are tackling the challenges head on. They’re pursuing higher education! They’re pre-planning funerals! Make sure your marketing and sales teams aren’t shying away from tough topics like death and reduced mobility when talking with prospects. Those conversations may not be as uncomfortable as feared and might uncover insights that could move seniors further along the purchase journey.

2. MOST SHARED: Kathy East’s take-aways from the VANHA (Virginia Association of Nonprofit Homes for the Aging) senior living conference. From social media to “put the drugs down … and the music up!” Kathy shares 5 trends and tips for more effective marketing of continuing care retirement communities and other 50+ housing.

Her post also prompted several comments in a LinkedIn mature marketing group:

Jussi is the sales director for HUR in Finland. Kiitos (that means “thanks”) for teaching us a great new word, Jussi!

Read the post: http://bit.ly/13tbVGt

ACTION STEP: Kathy’s first insight had to do with the changing image of aging. She wrote that while we have come pretty far from the early ‘60s, we must continue to share the many positive actions being taken every day that makes aging a positive experience.

The International Council on Active Aging shares a video interview with the late, renowned gerentologist Robert Butler as part of its “Changing the Way We Age” initiative that’s worth 8 minutes of your time today. Watch the video at http://bit.ly/18ZXrS1.

3. JUST HAPPY TO BE NOMINATED: These links didn’t bring home the trophy but still earned some buzz last week in the form of clicks, shares and favorites.

* Among tablet users, 1 in 5 say it’s their primary computer, per an Ipsos study: ow.ly/lJ99e

ACTION STEP: Check out our by-lined article in The Future of Media about baby boomers and tablets. ow.ly/lJ9qr

* In terms of active users of all ages, Facebook is #1, Google Plus is #2 (!), Twitter is #4, LinkedIn #11 and Pinterest #17. Chart via SocialMediaToday:

ACTION STEP: What matters isn’t the raw number of users, but where YOUR prospects are spending their time. Do you know where that is?

Take a look at your webstats and other analytics to see where site visitors are coming from, and where they’re sharing your information. You also could survey your current and prospective customers, asking them which social networks they prefer. More, specific information will keep you from chasing the “new shiny.”

Okay, critics. How did we do? Share your reviews of our BIGGER post below. (And share this post with other fans of mature marketing – we’d love to reach a wider audience!)

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Tags: boomer funerals, deathcare, VANHA
Posted in 50+, 60+, Boomers, Healthcare - CCRCs, Internet, Social Networking | No Comments »

Don’t Let Your Email Marketing be Evil

June 5th, 2013 Posted by Beth Rand

Occasionally our CCRC and 50+ clients will ask about purchasing email lists to reach more of their Boomer and Senior target market through their email marketing program. I’ve always subscribed to the school of thought that you should NEVER purchase an email marketing list. Instead, focus on individuals who have raised their hands and want to engage with you. Recently I came across a Marketing Profs article that addressed this very thing. It also provided some great insights for how you can effectively grow your eNews subscriber base without turning to the dark side.

According to the article by HubSpots’ Meghan Keaney Anderson:

“Few things are as antithetical to good inbound marketing as purchasing a list of strangers’ email addresses and blasting them with your latest campaign. You may get a short-term win, but emailing to a purchased list can be detrimental in the long run.”

Why focus your efforts on people who, in most cases, know nothing about your brand and aren’t interested in learning more? Not to mention that it could negatively impact your reputation and cause folks to dump you in the SPAM=BAD category? When you do that you’re just wasting your email marketing spend on open and click throughs that will never occur.

We recommend putting your efforts into the following email marketing baskets instead:

1. Create intriguing content: Nothing will make someone unsubscribe from your email newsletter faster than boring content. Develop content that your subscribers can only receive as a member of your email program. Boomers value instant or advance notice of news and events. Your content should be reflective of this to keep your subscribers attention.

2. Share the Love: At Creating Results we believe in the importance of an integrated marketing campaign that leverages a variety of avenues and mediums. Promoting your email program at events, through Social Media and on site will help generate more knowledge of the program and grow your list.

3. Reward your Loyalists: Your current subscribers are the best advocates for helping you grow your email list. Why not thank them for following and ask them to encourage like-minded (and interested) friends to subscribe as well? Many email providers include functionality that easily allows email recipients to forward messages to specific friends — use it.

A successful email program is one that nurtures its loyal subscribers and looks for opportunities to earn new ones. To do this, promote the benefits of opt-in across as many avenues as possible. Purchasing non opt-in email lists can hurt your email reputation and will negatively impact your program metrics.

It’s Loyalty, My Dear Boomer…Email Loyalty

Beyond the Blast- The Nuts & Bolts of Email Marketing

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Tags: baby boomers, Boomers, email marketing, seniors
Posted in Advertising, Boomers, Email marketing, Internet, Marketing | No Comments »

Mature Marketing Links of the Week – 6/3

June 3rd, 2013 Posted by Beth Rand

We’re back with the mature marketing posts, tweets and articles about boomers and beyond that generated the most buzz and interest. Don’t see your most memorable senior marketing post in this list? Please be sure to share in the comments below.

Most Shared

NPR’s recent article Boomer Housemates Have More Fun generated a lot of buzz this past week. The article chronicles the growing number of single boomers who are forming “group houses” as a way to stay connected with like-minded individuals and share the financial requirements of housing.

“We know that … about a third of baby boomers are single,” says Kelly. “But we also know that there’s a large percentage of those that are in their 50s and 60s [who] are getting divorced, and so we’re going to have more single individuals in the future. We just haven’t seen this before.”

Compared to a house shared in college, these boomers are finding the future brighter when they have roommates to engage with and share a healthy lifestyle. Click here to read the full article.

Most Clicked

New England was ranked as some of the healthiest states for boomers and seniors. The report, conducted by America’s Health Rankings, placed Vermont, New Hampshire and Massachusetts as the second, third and fourth healthiest states respectfully. The survey looked at a variety of factors including obesity, smoking, diabetes and inactivity. Number 1 state for healthiest seniors? Minnesota. The survey attributed this ranking in-part to a high percentage of volunteerism (according to the article, the second highest rate in the U.S.). Click here to discover how your state ranks.

Honorable Mention

While not mature marketing specific, an infographic detailing how several retailers navigated recent social media crises, including Burger King when their Twitter account was hacked, received a number of clicks this past week. The chart detailed the immediate responses to the issues, what you can do to avoid similar problems and how marketers (when they have a plan in place) can benefit from these events.

RELATED: Check out our 10 Practical PR Tips for Real Estate Community Developers to learn how you can make the most out of your PR program.

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Posted in 40+, 50+, 60+, Advertising, Boomers, Branding, Internet, Marketing, Mature Consumers, Real Estate Marketing, Retirement, Uncategorized | No Comments »

VANHA 2013: Insights and Take-aways for Mature Marketing

May 31st, 2013 Posted by Kathy East

I’ve just returned from an annual senior living conference sponsored by VANHA (Virginia Association of Nonprofit Homes for the Aging). The conference focused on mature marketing and aging well and there were many points that stood out. Here are just a few of my key take-aways that you can leverage to market to seniors.

1. Changing the image of aging: Larry Minnix, President of LeadingAge, gave the keynote presentation and spoke of the importance of changing the image of aging. He shared a number of videos demonstrating just how far we have come from the early ‘60s, yet noted that we must continue to share the many positive actions being taken every day that makes aging a positive experience.

Insight to action: North Hill’s (a Needham, MA Continuing Care Retirement Community) approach to wellness through its PurposeFULL Living program has been a huge success not only by its scope, but also by its strong community outreach. It changes the image of aging through involvement by local retailers, regional education and cultural institutions.

Related: Case study – North Hill partnership marketing

2. Social Media’s role in marketing: Social media was a very popular area of interest among conference attendees (and not just because Creating Results presented a sneak peak of the 2013 Social, Silver Surfer research on Friday morning).

During the conference I asked a number of people what they wanted to take back with them. The number one answer I heard was “learn about social media.” All of these communities have a Facebook page but Executive Directors and Directors of Marketing alike knew they weren’t taking full advantage of it or other social media opportunities to reach Baby Boomers and Seniors.

Insight to action: Your social media program should be part of an integrated marketing campaign. In our previous post “War of the Worlds: Email vs Social for Targeting Older People, you can discover many tips for optimization of your channels.

3. “Put the Drugs Down & Turn the Music Up! This was a must-see presentation by Jack York, Co-Founder of It’s Never 2 Late. He demonstrated how interactive technologies—some incredibly affordable and readily available at your local Walmart—improved the quality of life of residents with dementia and reduced the need for some medications. Videos of residents grooving to music or engaged with a flight simulator who previously stayed in their beds were impactful. He showed multiple ways that technology is improving rehab programs, calming anxious or distressed residents and helping staff members connect with residents.

Insight to Action: The more personal an experience your community can provide the better. Several of our clients are already using consumer technology as part of person-centered care. I expect many communities will be incorporating a number of the ideas he shared.

4. Getting ahead of the curve: A number of communities are expanding and/or remodeling to stay competitive. One of my take-aways: if you wait until you need to expand or remodel you’re too late.

Related feature: How do you know if your campus is no longer competitive? Take Todd Harff’s spring cleaning advice.

5. Social Silver Surfers: Creating Results presented our latest and greatest research to a full house. During the presentation, Todd Harff asked how many attendees liked social media and how many thought their customers liked social media. More thought their customers liked social networking better than they themselves do!

Insight to Action: Time to get comfortable with this dynamic channel. Creating Results’ 2013 Social, Silver Surfer ebook will be published this summer and will help you learn what is important to mature consumers and how best to develop and manage your social media plan.

Did you attend this year’s VANHA conference? Please share your take-aways — or comments on this post — below.

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Tags: LeadingAge, North Hill, VANHA
Posted in 60+, Healthcare - CCRCs, Housing, Internet, Marketing, Mature Consumers, Social Networking | No Comments »

Grab the Broom- Spring Cleaning Tips to Optimize Your Email Program

May 29th, 2013 Posted by Beth Rand

Each Spring the cleaning bug strikes- we clean out our closets, drawers, cars and other areas that have been neglected through the long winter months. Your email program is no exception. In order to ensure effectiveness you should regularly evaluate metrics, shift goals and review the integration of your email marketing program.

We’ve created a checklist of the top 5 things you should be doing as you evaluate your program. Happy Spring Cleaning!

1. Mix it Up
Relevancy is key to motivating your subscribers to action. Ensure that your messaging calendar includes a mix of message types to appeal to the largest swath of your database. If you are capturing preferences from subscribers be sure to use them. People will unsubscribe quickly if they don’t feel like you’re listening to them.

2. Re-Engage
Traditions of America does a great job of letting lapsed subscribers know they are missed. Send an engagement message to anyone within your list who hasn’t opened a message within the last 6 months to remind them of the exclusive benefits of receiving your emails.

3. Check Your Integration
Use Google Analytics to identify pages with the most traffic and be sure those links are included in email messaging. The same goes for social media links- make sure they are standard on your messaging templates. Review how many clicks they are receiving and, if needed, reposition for greater exposure and action.

4. Just Click It
Click through rates are one of the strongest measures of email success. Review your click through rates for the last 6 months. Are there specific links that continuously receive a high number of clicks? If so, create messages specific to the content within those pages to leverage the high level of interest and drive open rates.

5. GOOOAAL
The benchmark of a successful program is a set of clear, actionable goals. We recommend setting goals for open rate, click through rate, frequency and lead generation. Evaluate your goals every 6 months to ensure they are still tied to your overall marketing needs and are being met.

Want to learn more? Click here for a case study on the email program for North Hill senior living. You’ll get more tips and recommendations for maximizing your own marketing efforts.

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Posted in Email marketing, Marketing | No Comments »

Super Seniors, Super Senior Living Communities, Super Give-Away

May 23rd, 2013 Posted by Erin Read

Creating Results’ Kathy East and Todd Harff are at the VANHA annual meeting this week. VANHA is the Virginia Association of Non Profit Homes for the Aging, representing many terrific senior living communities serving elders in the state.

Todd and Kathy are there to both learn and help others learn. Tomorrow, Friday the 24th, they’ll be presenting a dynamic session titled “What Do Today’s Seniors Want From Online Marketing and Social Media?” The presentation includes the first look at early data from our national Social, Silver Surfers study. And they’ve jam-packed their session with action items, insights and a case study on how one continuing care retirement community is pursuing social media marketing. Marketing pros play the Super Seniors Trivia Game at the VANHA 2013 conference

Be sure to attend Todd and Kathy’s presentation — Friday, May 24 at 8a.

They’re also there for fun! If you’re attending, be sure to stop by our booth – #305. Todd, Kathy and Judy Harff (our illustrious CEO) are running a game show. Really, a game show!

VANHA attendees can win prizes on the spot or enter to win a drawing for a social media start-up package valued at more than $1000. Please stop by booth 305 and enter to win!

Not attending VANHA’s 2013 meeting?

Then we want to bring a bit of the fun to you.

Here are a few of the questions asked in our Trivia Game. How well do you know Super Seniors?

online survey softwarePlease take my survey now

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Posted in 60+, Healthcare - CCRCs, Silent Generation | No Comments »

Mature Marketing Links of the Week – 5/20/13

May 20th, 2013 Posted by Erin Read

As the song goes, “rainy days and Mondays always get me down.” But sharing great resources and insights is a nice antidote!

Welcome to another edition of the Mature Marketing links round-up. This is a collection of content that received the most attention from 50+ marketing pros in the past week on various social channels (Twitter, Facebook, LinkedIn, Google Plus, to name a few). And what set folks clicking last week?

1. MOST SHARED: The Baby Boomer Retirement Crunch Begins. US News & World Report took a look at 65-plus Americans, a group growing rapidly as Leading Edge Baby Boomers age. (This age band grew 18 percent between 2000 and 2011.) What does author Emily Brandon see as retirement for the typical 65-plus senior?

* Low incomes – In 2011, nearly 3.6 million elderly people (8.7%) lived below the poverty level in 2011. A typical 65-plus household had a median income of $48,538.

* Reliance on social security – 86 percent of people age 65 and older receive monthly payments.

* Continuing to work – In 2012, 18.5% of Americans age 65 and older were in the labor force. Those aged 65 and 69 are the most likely to be working. Brandon does note that some work because they have to, some because they want to.

* Staying put – It’s getting harder for destination retirement communities to attract older adults.

“Between 2011 and 2012, only 3 percent of people age 65 and older moved, compared to 14 percent of people under 65. And most older movers stayed in the same state (83 percent) and the same county (61 percent). Only 16 percent of people who traded spaces after age 65 relocated out of state or abroad. Most senior citizens (81 percent) also reside in metropolitan areas.”

RELATED: Todd Harff discussed locations in this post on Baby Boomer housing trends from the Urban Land Institute conference.

* Making it to Medicare – In 2011, 93% of 65+ers were covered by Medicare and 86% had supplemental coverage to fill in gaps.

* Longer retirement – Retirees and pre-retirees are more aware of the longevity bonus, in which the average life expectancy for people turning age 65 is an additional 20.4 years for women and 17.8 years for men.

Read the whole post in US News: http://bit.ly/12GpXFV

2. MOST CLICKED: 6 Myths about Social Media Marketing. Michael Mothner debunks misconceptions for Inc. We especially liked:

“Myth No. 2: My customers are older, so social media won’t work for my company.

A whopping 56% of Internet users 50 years or older use Facebook. Your clients and future clients are absolutely waiting for you to find them on Facebook–as well as Twitter, LinkedIn, Pinterest, Instagram and other social tools.”

Read all 6 myths: http://bit.ly/17Trehf

3. MOST FAVORITED (that’s the Twitter version of Facebook’s LIKE): An “oldie but goodie,” this 2011 post by Todd Harff makes clear the new realities of real estate marketing:

“No longer are builders simply ‘hunting’ 50+ homebuyers with oversized postcards targeted by age, zip and income. Prospects begin hunting on their own – starting their research online, on their time, long before they think of paying you a visit in the real world.

So an integrated Internet Strategy that matches your prospects’ preferences is a critical resource to help you pursue AND nurture Leads.

Lead nurturing is an ongoing conversation, not a series of hit-and-run campaigns.”

Read the post: http://bit.ly/11Re4QG

I hope you’re getting nicer weather in your neck of the woods. How about bringing some sunshine to this blog, and sharing your comments or questions below? Happy Monday!

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Posted in 60+, Boomers, Real Estate Marketing, Silent Generation, Social Networking | No Comments »

Hot or Not? Digital Marketing, Seniors and The Need for Strategy

May 16th, 2013 Posted by Erin Read

A recent eMarketer report finds seniors are “Still Lukewarm on Web Activity,” noting use of the Internet, smart phones and social networks by those over 65 lags behind the total US population.

In 2012, for the first time, more than half of people over 65 were using the Internet. However they spend less time on the Web than other age groups. As the authors write “For media usage, TV is still the medium that matters most for seniors, far more so than for younger generations.”

This is no surprise to Creating Results. In June of 2012, we wrote,

“When it comes to influence on consumers, TV is still King. And when it comes to older consumers, Newspapers are the Queen …”

And in April of 2011,

“[W]hile social media marketing may appear to be the darling of the day, “old fashioned” TV and print continue to grab prospects by the wallet. The effectiveness of television advertising is consistent across all ages – high numbers of Millennials, Baby Boomers and 65+ seniors report that it has an impact on their buying decision. And the impact of magazine ads increases with age.”

The eMarketer report emphasizes the need for an integrated marketing strategy that helps you leverage the best vehicles for reaching seniors today — while at the same time preparing for future changes.

It’s easy to get distracted by the latest, buzzy tool. Digital marketing it is not a fad, of course, though the breathless media coverage will eventually cool down. You have to take the time to cull what’s hot from what’s not for YOUR audience.

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Posted in 50+, 60+, Internet, Marketing | No Comments »

Email Subject Lines: What’s the Magic Number?

May 14th, 2013 Posted by Beth Rand

Email Marketing Strategies for Active Adults and Seniors

A recent report from Experian found that email volume rose 5.4% in the last year. What does this mean for marketers? For one- it just got harder to stand out in the inbox. We constantly are working with our clients who are messaging to active adult and senior living communities to help determine what moves the needle for their respective email subscribers. Is it the headline on an email, time of day or subject line? A few times this has begged the question…just what is the magic number for email subject lines to help you get noticed (in a good way)?

According to research released in December from Adestra, subject lines that were either less than 30 characters or longer than 90 were most effective, meaning that length does make a difference.

While the statistics from Adestra are intriguing, smart marketers realize that it’s not the world’s list that dictates the email best practices, but your own. Creating Results has reviewed the messaging we’ve created for and with senior living clients to come up with some industry-specific insights as to just what is the magic number of characters within a subject line.

We found:
•   The average subject line for all messages sent was 43 characters
•   The longest subject line had 72 characters and had an open rate of 37% and a click through rate of 4%
•   The shortest subject line had just 16 characters and an open rate of 34% and a click through rate of 17%

So what does this mean for active adult and senior living marketers? Subject lines aren’t the only ingredient required for creating an email that gets noticed. In the case of our Senior Living emails, open rates were more based on how something is said, not how many characters it takes to say it.

Email is the n North Hill Website Announce Email umber one activity of older adults online. It’s a great marketing tool. In order to have the perfect storm for great email open rates you need the following:
1.   Strong subject line thdoesn’t stop at the subject line but continues throughout using dynamic content based on individual interactions.
3.   Clear calls to action for next steps- what do you want the recipient to do? Don’t leave them wondering, be sure to call it out.
4.   Links to convert to website visitation for further awareness. North Hill, a CCRC in Boston, leveraged their email list to introduce a new website. Vibrant images of the new site along with links for learning more lead to a click through rate of 30%
5.   Test, test, test- every list (and every subscriber ) is different. The best way to determine what moves the needle is to go outside of the norm and test new things.