Email Marketing - Calculating the Carrot

By: ClickZ

Sometimes we struggle with how to come up with dynamic lead-generation offers to woo our prospective target audience. As we all know, reaching people through dedicated opt-in email promotions is getting tougher as recipients become less tolerant of, and hence less responsive to, receiving them.

The sticking point often boils down to how much money to spend on the promotion, including the incentive offered therein. There are plenty of ways to do this, of course, but one of the most effective is based on a very simple series of calculations. What you ultimately end up with is what our company and clients affectionately refer to as CTC -- our shorthand for "calculating the carrot."

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