Personalized Emails Receive Direct Replies from Prospects Despite Interest
JoTo PR was featured in a CMSWire article titled, When Marketing Personalization Becomes Too Intrusive.
JoTo PR uses large email marketing campaigns, upwards of 2 million emails per month, to promote clients, according to founder and president Karla Jo Helms. “We have noticed when we personalize subject lines, the open rate can increase as much as 25 percent,” she said. “When we personalize, we get more direct replies — even if they are not interested. Many times, they feel we are speaking directly to them, which is what you want.”
JoTo PR’s experience should not surprise anyone in the industry. Statistics show that as targeted marketing increases conversion and engagement by 10 percent to 14 percent, personalization has become a defacto best standard for the space. But while the marketing industry may be happy with the results of personalization, many consumers are not, especially when it becomes too intrusive. Many marketers view this as a potential problem as well. Overly intrusive personalization can get a little creepy, Helms acknowledged. In the worst cases, she said, it is “being likened to a stalker.” Marketers are a savvy bunch, though, and Helms is not alone in her observation. Generally, marketers acknowledge that consumers do not like feeling as though they are being spied on or tracked online or off.
After doing marketing research on a cross-section majority of 5,000 CEOs of fast-growth trajectory companies and finding out exactly how they used PR, how they measure it and how they wanted the PR industry to be different, PR veteran and innovator Karla Jo Helms created JoTo PR and established its entire business model on those research findings. Astute in recognizing industry changes since its launch in 2009, JoTo PR’s team utilizes newly established patterns to create timely PR campaigns comprising both traditional and the latest proven media methods. This unique skill enables JoTo PR to continue to increase the market share and improve return on investment (ROI) for its clients, year after year—beating usual industry standards. Based in Tampa Bay, Florida, JoTo PR is an established international public relations agency. Today, all of JoTo PR’s processes are streamlined PR services that have become the hallmark of the JoTo PR name. For more information, visit JoTo PR online at https://www.jotopr.com.
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