There are many factors that influence whether or not people bother to open your marketing emails or not.
Email frequency, brand affinity and time of day are all influential, as is the subject line that marketers opt for.
The precise wording will vary depending on the brand identity and the product offer, but the basic aim is to grab the reader’s attention and make them interested enough to clickthrough and find out more.
To help get to the bottom of what makes up the best subject line, I’ve rounded up a few case studies and infographics that try to shed some light on the topic.
Just over one in five (22%) commercial emails sent globally on the first half of 2013 never made it to the subscriber’s inbox, according to a new report from Return Path.
This means that billions of messages sent with the intended recipient’s permission were either bumped into the spam folder or, more commonly, didn’t reach the inbox at all.
Furthermore, the global inbox placement rate actually declined slightly versus the first half of 2012, dropping 4% year-on-year.
Obviously on the plus side the good news is that 78% of marketing messages do reach their intended recipient.
Deliverability is one of the topics covered in our Email Marketing Census 2013. According to the responding companies (58%) clean and up-to-date lists have the biggest impact on improving deliverability, and this has increased by 4% since 2012.
In the fast moving world of digital marketing the value of email for driving sales is occasionally overlooked as shiny new technologies emerge and distract our attention from what actually works in terms of bringing in revenue.
However the new Econsultancy/Adestra Email Marketing Census again highlights the importance of email as a sales channel, as just over half (55%) of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 18% of respondents stating that email accounted for over 30%.
The Email Marketing Census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
Almost two-thirds (61%) of marketers rate their email campaign performance as ‘poor’ or ‘average’, while just 4% would rate themselves as ‘excellent’.
The findings come from the new Econsultancy/Adestra Email Marketing Industry Census 2013 which looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.
Over 1,300 agency and client-side respondents took part in the 2013 census. Some of the key findings are highlighted in this infographic.
While companies appreciate the importance of mobile email, they are a long way away from implementing best practice, with just 25% currently optimising emails for mobile.
The seventh annual Econsultancy Email Marketing Industry Census, sponsored by Adestra, finds that mobile email is a key area for improvement.
For the past six years, Econsultancy and Adestra have been asking marketers on both the client and agency side for their opinion on what is happening within email marketing.
This year we are doing the same again, launching our seventh survey to take the pulse of email marketing and to see what those at the coalface are doing to get the best results of their efforts.
Those taking part in the Email Marketing Industry Census will get a free copy of the report, worth £250/$400.
A new study from ExactTarget suggests that almost half (46%) of UK-based online consumers have made a purchase as a result of an email marketing message.
This makes it four times more effective than Facebook (which 10% of people quote as a driver) and text messaging (12%), showing that despite the buzz around social media as a marketing channel brands shouldn’t neglect more ‘traditional’ forms of communication.
The Social Profile UK report, which is based on 1,404 consumer interviews and surveys, also looked at which channels would make consumers more likely to purchase in the future.
Almost half of client-side email marketers surveyed for the Adestra/Econsultancy Email Marketing Industry Census 2012 said that they do not have policies or processes in place to guard against breaches of data security.
As well as this, a quarter of agency-side email marketers weren't aware of which processes were in place, if any.
Over 800 respondents took part in the report via an online survey throughout January and February 2012.
Defining ‘the value of email’ from both a marketer’s and a recipient’s perspective means being able to provide a unique customer experience in every message.
Some of the responses to my last blog post are spot on: I particularly agree with the comment that customer experience is most important before or after a purchase is made, and another that said we should find out what customers want before launching a product.
Exactly the same is true of email marketing, and that’s the first channel that I want to explore in our multichannel customer journey.
While email marketing budgets and the volume of emails sent has been increasing steadily over the last five years, marketers still need to focus on basics like deliverability and testing to improve performance.
We have just published our Email Marketing Census 2011, sponsored by Adestra, which surveys almost 900 in-house and agency email marketers.
Some findings from the survey after the jump...