Multiple times a month we conduct email marketing campaigns with the objective to increase our client’s sales, leads and brand awareness. This includes newsletters, email blasts, sales promotions and project updates.
Simply put, in order to sell more products, enthusiasts need to open their mail. Improving the e-mail open rate increases the success of the campaigns.
So the question is how do you get people to open your emails? We analyzed the factors in getting a click-to-open versus a click-to-delete result.
1. Sender Name – Make sure your emails’ sender name (also called “from name”) is easily recognized and consistent. On iOS devices, sender name is more prominent than the subject line of your message. Individuals are looking at the “From Name” when they are deciding to read a message. This name should be a name that connects to mailer’s business or organization. If a reader doesn’t recognize the sender of an email, then they’re much more likely to hit “Report as Spam.” Email marketing experts have a name for how recognizable your sender name and address are — it’s called “sender familiarity.” Email service provider Campaigner published a study earlier this year that showed sender familiarity is especially critical on mobile devices, where sender name was ranked as a more powerful “mobile email motivator” than even the email subject line.
2. Email Address – This is similar to sender name. The goal here is to keep the sender address the same, and make it look professional and recognizable Choose the right “From Email Address” when sending out your messages. For 68 percent of consumers, familiarity with the person/company sending the email is the top reason why they decide to open it. You may see an increase in readership by replacing a personal email address like firstname.lastname@example.org with Jeff@bikerpros.com. Changing the sender email address can hurt deliverability rates, because you’ll no longer be mailing from the email address that some of your subscribers whitelisted.
3. Subject Line – A Subject lines matter. well-crafted subject line is the best way to ensure your message gets across. A subject line should act as a teaser or state a benefit of opening the email. So tell your reader exactly what to expect in the email and explain why it’s valuable enough for them to read.
While you may not always have room to inject your brand name into your subject line (the most effective subject lines are between 5-7 words or approximately 30 characters), it might be worth trying if you think people are having trouble recognizing your emails.
Here is a simple ways to do it:
- “YourCompanyName” – Titanium Exhausts are Back!
- “YourCompanyName” – Unlimited Powder Coat Options are Available
Take the time to write your subject line instead of adding it right before clicking send.
4. Preheader Text – After subscribers have scanned the sender name and from address of your message, and decided the subject line is worth review, they’ll likely read the preheader text, which appears in smaller grey type right after the email subject line. Ideally, it’s about 50 characters long. Think of the preheader text as the email’s subhead, or think of it as a way to slip a clever message to your readers just at the moment when they are deciding whether or not to open your email.
5. Good Timing – The general consensus is to avoid sending out messages on weekends, Mondays and Fridays. Why? Marketers are looking to avoid Monday angst, Friday’s itchy-feet and the weekend inattentiveness. MailChimp advises that Tuesday and Thursday are the two most popular days to send email newsletters. Statistics indicate that sending out email campaigns in the middle of the week and in the middle of the day produce the best results.
Stealing is the sincerest form of flattery – Don’t be afraid to break bad. If you see great subject lines that you think will work for your business, test it. Tweak, modify or use entirely. Imitation is flattery, so flatter the stuffing out of the best email subject lines.
Email Stats – Email marketing is one of the most effective tactics for driving sales. According to a study by ExactTarget, 77% of consumers prefer to receive permission-based marketing communications through email. The following are a few stats that provide an understanding of email marketing landscape.
- On a daily basis, US consumers interact with about 11 brands through email, compared to 9 brands via Facebook, and 8 brands via Twitter. (Source: EmailStatCenter.com)
- 91% of consumers use email at least once a day. (Source: ExactTarget)
- 64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey)
- People who buy products marketed through email spend 138% more than people that do not receive email offers
- Subject lines fewer than 10 characters long had an open rate of 58%. (Source: Adestra July 2012 Report)
- 44% of email recipients made at least one purchase last year based on a promotional email
- For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best. (Source: Adestra July 2012 Report)
- 35% of business professionals check email on a mobile device
- Subscribers below age 25 prefer SMS to email
- A McKinsey & Company study concluded that email is almost 40 times better at acquiring new customers than Facebook and Twitter. (Source: McKinsey & Company)
I think you can see and we would all agree that email marketing is an important activity to drive sales, leads and brand awareness. And the better you become in using this tool, the greater the glory.