Using email marketing to encourage customers to interact rather than just to promote products will boost clickthrough rates, says an industry insider.
Email marketing should encourage people to interact using social media sites rather than just offering discounts, according to an industry insider.
Michael McCathren, a marketer at Chick-fil-A, told advertising website MarketingSherpa that it has led to plenty of success for his team since taking this new approach.
The company reported clickthrough rates of 15 per cent and its subscription email pushed the number of members in a Facebook fan club up to one million in the space of a year.
He puts this success down to the company making its emails less about new product announcements and more of an experience for the consumer.
"We're interested in stirring the pot of conversation online, and giving subscribers something to share, explore, and interact with," added Mr McCathren.
Last week, industry analyst Matt McNeil advised advertisers that it is essential for them to test the live data from their email marketing campaigns in order to measure their success.
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