think creative email_openrate_presentation_ap_2010
DESCRIPTION
You write them, slave over them and send them but… alas your email open rate is weak—at best. So what can you do? Take a lunch break [on us!] and learn some tips, tricks and pointers to cut through the inbox clutter. We’ll review the companies out there who facilitate the process, industry open rate averages and review some great—and the not so great—email examples.TRANSCRIPT
Improving Your Email Open Rate: When Clear & Concise is BETTER
thinkcreativegroup.comHeather S. Delphin, brand [email protected]
The Facts & Stats Email CompaniesIndustry AveragesGolden Rules for SuccessExamplesAction PlanQuestions
Overview
Facts & Stats
Marketers who plan to increase investments in digital marketing:
75.2% say their allocations will increase steadily as 2014 approaches
18.4% say their allocations will increase greatly
58.4% plan to reduce or keep their offline marketing budgets flat
39.4% Marketing executives cite email marketing as their company's
top-performing advertising channel in 2009
Which product should you use?
Email companies
Industry Averages
Financial Services 20.87% Healthcare/Medical 24.66% Hotel 27.50%Insurance 24.43% Internet/Web Svc. 20.34% Legal Services 25.48% Marketing 20.52%Music 27.94%Non-profit 27.66% Real Estate 22.84% Restaurant 26.17% Retail 27.61%Travel 24.97% Average Email Campaign Stats/ MailChimp
Industry Averages
Accounting 27.36%Advertising 23.79%Architecture 32.05%Art 26.12%Arts/ Music 16.22%Beauty/ Health 29.88%Church 32.95%Construction 23.86%Consulting 22.34%Creative Agency 20.97% Education 25.86%Entertainment 15.42%
Golden Rules
Golden Rules
Best Practices• Have an email strategy – stay inline with your overall marketing strategy
• Keep a marketing calendar
• Use a recognizable "from" name
• Send your emails between Tuesday – Thursday, 9:30am – 3:00pm
• Become a trusted sender – only use OPT in email addresses – offer a confirmed of opt in
• Send useful, helpful, relevant and compelling content
• Give tips and insight
• Keep an idea pad at hand
• Test your subject lines
• Spell check and have a co-worker proofread with a fresh set of eyes
• Test send the email to yourself or co-worker
Golden Rules
Best Practices• Keep navigation of your website on the top of all emails
• Clean and simple
• Easy to follow flow
• Show clear hierarchy of the importance of the content
• Add hyperlinks to related material on your website
• Check the plain text version to make sure it translated correctly
• Link to specific pages on your website
• Track your result and adjust where necessary
• Allow people to sign up for your e-newsletter through your website
Golden Rules
Don’t • Let the subject line be an after thought
• Wait till the last second to slap a subject line on before you send
• Use Red text
• USE ALL CAPITAL LETTERS
• Send incomplete information
• Use excessive punctuation
• Excessively use of "click here" especially in all capital letters
• Excessively use of $$, and other symbols
• Send a misleading (or missing) subject line
• Use Spam-like words: Guarantee, credit card, etc.
• Put all of the content directly into your e-newsletter
Best & Worst Subject Lines
Good Examples
• CLIENT: Kitchen Zinc• SUBJECT LINE: You're invited – Free Wine tasting at Kitchen ZINC• SENT: 159 • OPEN: 77 • OPEN RATE: 48.4%• STANDARD: 26.17%
! ! ! !!
Examples
Examples
• CLIENT: FUZION Medical Aesthetic Boutique • SUBJECT LINE: Dr. Goodkind on Ct Style this Thursday at 12:30• SENT: 1,092 • OPEN: 326 • OPEN RATE: 30.21% • STANDARD: 29.88%
! ! ! !!
• CLIENT: Santa Energy• SUBJECT LINE: Rebates available - for a limited time only • SENT: 5,741 • OPEN: 3,011 • OPEN RATE: 53.36%• STANDARD: 23.86%
! ! ! !!
Examples
• CLIENT: think creative group• SUBJECT LINE: think creative wins big [pencils] • SENT: 353 • OPEN: 158 • OPEN RATE: 50.64%• STANDARD: 20.52%
! ! ! !!
Examples
• CLIENT: think creative group• SUBJECT LINE: Are you using Facebook in your marketing plan? • SENT: 243 • OPEN: 107 • OPEN RATE: 44.03%• STANDARD: 20.52%
! ! ! !!
Examples
Action Plan
What you can do today
Take Action
• Get in the game • Review your marketing goals for 2010 • Review your current email template • Plot out an eblast marketing calendar • Use your assets • Decide what company is the best fit • Grow your email list
Heather S. Delphin, brand [email protected]