How hard can writing an email subject line be? Does it even matter what gets written?
Surely the question of whether it gets opened or binned is down to who the sender is, or what the email contains?
That’s fine when you’re emailing people you know. In fact let me just skip over to my personal email account to see what I’ve written in the subject line to my friends and family in the past week.
“Hi” (as 80% of the email subject lines in my inbox read).
“It’s me! I’m The Yellow King!” (Obscure True Detective reference. Nevermind).
“(no subject)” (…).
Glittering copy I’m sure you’ll agree. Now let’s take a look at the emails I’ve received from marketers…
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 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.
Today sees the launch of our sixth annual Email Marketing Industry Census, sponsored as usual by email service provider Adestra. Those taking part in the survey will get a free copy of the report, worth £250.
A lack of measurement is still an issue for many email marketing campaigns, with almost half of companies failing to track their ROI from email.
Econsultancy’s third annual Email Marketing Industry Census, sponsored by Adestra, found that 42% of organisations did not know what their ROI was from their email efforts, despite its proven effectiveness.