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 importance. “Shorter, personalized subject lines that contain your brand name consistently outperform everything else.”
You’ll be able to download the entire report next week (10/22/07) from http://www.mailermailer.com/metrics/.
My Own Experience
I recently signed up for an email broadcast service that offers a weekly state-of-email-marketing report from their CEO. The problem? I kept deleting his missives because he was broadcasting them using his name rather than his company’s. I don’t use a preview pane so I’m looking at the From Line and thinking, “Hey, I don’t know this guy, must be spam!” DELETE. I still have to catch myself from deleting his messages. The solution is simple. Unless you are the brand (think Seth Godin) use your brand to mark your messages.
E-Mail Broadcast Lesson: Make sure you’re sending out your important e-mail messages using an address and a subject line that your subscribers expect.
