• Marketing Sherpa, Monday, December 12, 2005 11:30 AM

Many marketers face a dilemma over how to distribute their e-mail newsletters. For example, what do you do when only 30 percent of the recipients on your list open it? Do you risk alienating the 70 percent who failed to open it by resending it to them?, Marketing Sherpa examines the issue in a case study of a U.K. marketer who faced this problem. The company is Mouse2House, which sells digital imaging supplies like laser printer cartridges and had a house e-mail list of thousands of customers who'd opted-in to get site news. However, the marketing team hadn't sent anything beyond order acknowledgements to the list for two years. The Mouse2House team didn't want to send e-mail until they had the time to properly strategize direction, especially vis-à-vis the competition. "We wanted e-mail to establish the brand so it's recognized by the public as a trustworthy place to shop, as opposed to all the scamsters," explains company marketing director Iggy Quazi.

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