6 Tips to Get Your Email Opened and Read
Doubleclick's newly released 2004 Consumer Email Study gives interesting insight on how recipients really feel about marketing related emails, and provides some great take-aways for email marketers.
According to the study, consumers increasingly value permission email marketing messages and prefer them to other types of marketing:
The study also shows that recipients have become savvier in managing their email inboxes, and more particular about what they open and respond to:
"Email sender recognition and relevant content are the keys to successful email marketing; both have a dramatic impact on likeliness to open and convert."
How can you take this information and apply it to your own email marketing efforts and your own unique audience?Make sure recipients know who you are
"64% of respondents cite the "From" line as the most important factor motivating them to open permission-based email." Source: DoubleClick
1. Include Your Brand in your From Line
2. Include Your Brand in The Subject Line
Here's an example: Debbie Weil's award-winning B2B (business to business) newsletter, WordBiz Report, looks like this in my inbox:
From Line: Debbie Weil [email@example.com]
A newsletter publisher and B2B online marketing, email and content strategist, Debbie uses her name in the From line because her widely recognized name is her brand. She then places her newsletter brand, WordBiz, in the subject line.
For 9 more important Subject line tips, go to "Your Subject line: fabulous or filtered?"
"Likeliness to respond to permission-based email was most increased by content based on specified interests (72%), while 68% cited relevance. Recipients clearly desire to state their preferences." Source: DoubleClick
Naturally, when an email is targeted, relevant and timely the recipient is more likely to open, read and act on it. The ideal content and frequency of email marketing communications will be different for every business and every audience.
How do you determine what is right in your case? Just ask!
Make the "ask" as formal or informal as you wish. Your customers and prospects will be eager to share their opinions and preferences, and they will appreciate being solicited. Most importantly, you can use the information to establish the email content and frequency that is right for your audience. And that equates to more readers and better response rates.
3. Customer interests
Take the time to learn more about content, relevance and frequency by enabling your visitors, clients, customers or members to choose what kind of information they want to receive from you.
When someone signs up to be on your email list, allow him to select his areas of interest.
For example, allow subscribers to select by:
Also, specify what the customer will receive and when he will receive it. For example: "Sign up for our Email Marketing Hints & Tips Newsletter, sent every three weeks on Friday, and become an expert email marketer!"
4. Ask at every opportunity
5. Send an email survey
6. Use your reports
Pay attention to email marketing best practices, create opportunities to get to know your recipients. And listen. Then, do your level best to give recipients what they want, and you will be rewarded with the kind of loyal and responsive audience that will bring you the bottom line business results you are looking for.