How e-mail humor doubled a voice provider's response rate

10/17/2013 | MarketingSherpa

Business voice provider ShoreTel infused its e-mail marketing campaign with a bit of humor in order to bring in leads that previously failed to convert. Using follow-up e-mails that asked if the recipient who previously did not reply was eaten by alligators led to a flood of engaged responses. "By doing things like this, it shows some personality, shows some authenticity," and it helped increase the response rate by 100%, said Michael Freeman, ShoreTel's senior manager of search and analytics.

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