I promised to dig in a little further and look at how to raise, how to increase your open rates in email marketing with some help from the latest MarketingSherpa report.
Last time, we talked a bit about optimizing forms in this previous post. This post we’ll talk about one area that just about every marketer cares about – getting people to open the email you just sent.
In their report, Email Marketing Benchmark Guide 2009, MarketingSherpa studies and gives results from that research on Raising Opens. They explore:
- Subject line length
- Including action words
- Designing for the Red ‘X’
- Personalization and Segmentation
Subject line length is pretty easy, you would think. In this area, companies usually talk about the From box – recipients won’t open it unless it is from someone they trust. But the bigger issue is a crisp subject. Shorter is proven to be better, under 50 characters.
Look at these numbers below. This is approx fifty characters.
So that gives you an idea of, what? You better hire a good copywriter.
Action words. Please look at these numbers… Get your Free download.
Enough said there.
The Red ‘X’ – if that doesn’t sound familiar, you’re in trouble. Most of your beautiful HTML emails don’t show up in the recipient’s inbox as you design them. Their program blocks images. Data shows two-thirds have images blocked. The solution: Use Alt tags.
The last item, personalization and segmentation. Know as much about your customer as possible and use that information wisely. Insert what you know about them; did they buy recently, did they test the free offer, what’s their shoe size?
The market is noisy. How will your email cut through that noise? The inbox is cluttered. Get the study and make some changes. I’ve changed my client’s email campaigns some 5 or 6 times thanks to this report.
Keep me posted on your success!!