Volume 55, Number 2
TOO MUCH INFORMATION (?)
In the olden days, I would mail out a printed Hype & Jive newsletter more or less every month. I never knew how many tri-folds wound up in the trash without even having been read. In my self-delusion, I imagined that EVERYBODY read every witticism and were all suitably impressed. :-)
In this day of marvelous technology, however, one can tell exactly how many people OPEN an email and how many people actually CLICK THRU to watch a video. More to the point, one can determine all the recipients who DELETED an email without bothering to UNSUBSCRIBE. This sort of precise snd unequivocal feedback is....well, sobering. For example, for a perfectly wonderful video I sent around a few days ago, the open rate to date has been 37% with a 9.9% click rate. Seems discouraging--except that the average "Marketing & Advertising" statistics are a 16.48% click open rate and 1.74% click rate. In other words (for you math-challenged creative types), the industry average for every 100 emails in less that two people watching/reading your message. By those industry standards, Gary Jones Video is doing "pretty good."
Alas, I miss the days of printing bulk rate postage stickers, dumping the printed newsletters into a mail box, and reveling in self-delusion. :-) Of course, one can IGNORE the email program reports and remain blissfully ignorant of the challenge of direct email...but where's the fun in that. :-)
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