Why Subscribers Unsubscribe to Your Email Messages
As usual, the good folks at Marketing Sherpa give us the insight we need about why we’re losing email subscribers … You can’t do much about #5 – Situation Changed – but by making sure that you get #1 and #2 right … email relevant content with the right frequency, you’ll be taking care of unsubscribe reasons 3,4 and 6. Where to start? In your own inbox. Ask yourself… Which emails do you always open and read? Which do you set aside for later? Which do you automatically delete or unsubscribe to? Compare your email messages to the email you always...
Read MoreThe Best Time to Send Email
I’ve now seen 2 email marketing authorities in the last 2 days cite 2 case studies saying that the best time to send your email marketing missives is on Tuesday. Marketing Sherpa & Mail Dog Papers (published by Mail Dog Manager) both described case studies where a Tuesday morning mailing provided the highest open rates. Mail Dog’s report also found that “Subject lines with a strong call to action out performed a subject line with shorter characters.” Hmmm, what an interesting concept, give your subscribers a compelling reason to open your message. Sounds good to...
Read MoreMost Important Factors in Getting E-mails Opened
Marketing Sherpa gives us an early peek (available free until 10/23/07) at the critical factors that will boost your email open and click-through rates according to a report to be released later this week by MailerMailer.com: What’s the most critical component of an email marketing campaign after the list? Subject lines. That’s the findings from MailerMailer’s new Email Marketing Metrics Report, which will be released next week. “We are seeing the trend of open rates going down continue across industries,” says Raj Khera, CEO, MailerMailer. To contend with this, subject lines are gaining...
Read MoreDoes Email Marketing Matter?
Yes! But it’s not easy. But the payoff can be huge… A couple of stats: Forrester found that customers who buy email advertised products spend 138% more than customers who don’t buy through email. That’s a huge difference. Why? I believe that if you’ve established a strong enough relationship of trust with a consumer to the point that they will not only open your email messages but click through and purchase then you’ve already created that most desirable of attributes in your relationship – commitment. And commitment drives credibility and...
Read MoreDon’t Use More Than 49 Characters When Composing Email Subject Lines
Email Labs reports some interesting research on email subject lines. Subject lines of 49 or fewer characters garnered a 75% higher click-through rate while achieving a 12.5% higher open rate than email messages with 50 characters or more in their subject lines. They also found that the more hyperlinks the better with emails containing 25 or more links enjoying a 12% advantage in open rates and a whopping 29% edge in their click-through rates. I can bear this out in my own experience as the link-rich ezines that I build for my customers generally pull significantly higher click-through rates...
Read MoreHow Do Your Email Campaigns Compare?
Bronto.com, a provider of email software and list management services, recently released their first quarterly industry statistics report. This concise, 5 page report provides Deliver, Open & Clickthrough rates across several industries and in aggregate. Overall the breakdown is as follows: Delivered Opened Clickthrough 95.5% 23.1% 4.8% Breaking it out by industry, the best and worst performers in each category are: Delivery Rate – Best Government 97.8% Publishing/Media 97.2% Healthcare/Insurance 96.8% Delivery Rate – Worst Technology 85.2% Manufacturing/Distribution 91.3%...
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