Writing about e-commerce, I end up signing up for lots of accounts and newsletters on websites, most of which I'm not necessarily interested in.
Still, this gives me an opportunity to look at how these companies are formatting emails, how frequently they send them and, crucially, how easy it is to unsubscribe.
If people want to unsubscribe from emails, it should be made as easy as possible, as the alternative for many recipients is the report spam option, something which can have an adverse effect on sender reputations with ISPs and therefore deliverability.
Here's a good example from Fab, and some tips on best practice in this area...
Our first Google hangout is now live! We've brought together Nicole Delma, Director of Email Marketing of J. Crew, Donald Parsons, Director of Global Email at Amazon and Morgan Stewart, co-founder and CEO of Treadline Interactive to talk about email marketing and how you can find your relevance.
Our own Stefan Tornquist, VP of Research, will be our moderator for today and will be the man driving the questions.
Einstein may have pre-dated email marketing by many years but when he said “Not everything that can be counted counts and not everything that counts can be counted” he could have well been thinking about email marketing metrics.
Email marketing is rich in metrics; open rate, click rate, click to open, conversions, spam complaint rates, hard bounces, soft bounces, inbox placement rate, hurdle rates, unsubscribe rates, list growth rate, time spent reading, mobile opens and much more.
Unlike many marketing channels that are crying out for more meaningful metrics, the question for email is a little different.
Just which metrics to use?
I recently caught up with Tim Watson Founder of Zettasphere and Chair of the Legal & Best Practise hub at the DMA’s Email Marketing Council to find out more about the new email metrics and evaluation whitepaper he’s authored for the DMA.
Mailer Mailer recently came out with an infographic based on their recent Email Marketing Metrics report. With the data they compiled, you can see the success of what time scheduled emailed work best and how well subject lines perform based on the number of characters in it.
70% of messages are opened within the first 16 hours
Messages scheduled for Sunday had higher open and click rates as did ones that were scheduled for midnight.
15.2% of messages with 4-15 character subject lines
We repeatably hear about the death of email but yet it's traditionally one of the best ways to connect with your customer. By adding the traction of social media, the value of both communication channels with receive a boost.
Experian recently released a new infographic to highlight the best ways to use various social channels in your email and which ones get the most traction.