Getting People to Open Emails - Blue Sky Factory Conference 2010
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Transcript of Getting People to Open Emails - Blue Sky Factory Conference 2010
Baltimore, Maryland
Getting People to Open Your Email
November 10, 20101:00 to 1:45 pm Session
AgendaAgenda
• Introductions• Sharon Mostyn – E-Commerce Manager, MEDEX Global Solutions• Doug Broujos – COO, Blue Sky Factory
• The Basics
• Factors Affecting Open Rates / Best Practices:• Subject Lines• From Names• Pre-Header• Other Factors
• Wrap-up / Questions & Answers
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But first, let’s get a perspectiveBut first, let’s get a perspective
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2010: “It’s relationships stupid.”
1992: “It’s the economy stupid.”
But here are the basics:
Set expectations Build trust Signup process From address Subject line …and some other stuff
The BasicsThe Basics
There is no magic formula to get people to open your email.
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“Give me useful stuff” “Don’t waste my time” “Don’t annoy me” “Don’t break my trust”
What People WantWhat People Want
Stop. Don’t make this so complicated, because it is NOT.
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Follow the basics Continuously test (raise
the bar) Plan-Do-Check-Act Rinse and repeat
The Rules are fairly simpleThe Rules are fairly simple
Doing everything right will increase your open chances.
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Pay attention to your subscribers.Pay attention to your subscribers.
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Subject Lines
(5 things to watch)
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Get personal, really personal
Go beyond the name only
…and why did you collect that signup data?
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#1: Make it personal
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Long-winded people are boring. So are subject lines. Just like voicemail messages.
Less than 41 characters (sometimes they are cut-off)
Give them a reason to open
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#2: Keep it short
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Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#3: Earn their respect….fast
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Grab attention- be compelling
Create urgency, curiosity, exclusivity
Announce, share, inform Answer quickly: “what’s
in it for me?”
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#4: Simple is beautiful (and understated)
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Subject line = email content Think “preview”
30% people read emails in preview pane only 70% people at work use preview pane
Do not try and fool the subscriber Complete the connection
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#5: Trick or Treat is Over
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“From Names”
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Personal- don’t go corporate([email protected])
“From Names” affect Open Rates.“From Names” affect Open Rates.
Just Be Yourself. And Be Consistent.
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Corporate- don’t get personal([email protected])
Pre-Header
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Pre-Headers affect Open Rates.Pre-Headers affect Open Rates.
This is important. It all starts here.
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A text preview of your email Call-to-action The “hook” to open and read
more
Other Factors
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How frequent you sendWhat day you sendWhat time you send
The more you test- and adjust- the more your results improve.
Other Factors affecting Open Rates.Other Factors affecting Open Rates.
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MEDEX - Set User ExpectationsMEDEX - Set User Expectations
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• What am I getting? • When/how often will I get it?• What does it look like?• What else do you have for me?
MEDEX - DeliverabilityMEDEX - Deliverability
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22% Inbox Placement = Unacceptable!
MEDEX – Deliverability (cont’d)MEDEX – Deliverability (cont’d)
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96.7% Inbox Placement = Much Better!
MEDEX – From AddressMEDEX – From Address
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Consistency is key.
•[email protected]•MEDEX Global Solutions•Sharon, MEDEX Global Solutions•MEDEX Global Solutions Marketing
MEDEX – Subject LinesMEDEX – Subject Lines
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Open
MEDEX March Newsletter Control 12.22%
March Newsletter - Hidden Threats Within Your Company Test A 17.41%
MEDEX Can Find Hidden Threats Within Your Company Test B 4.65%
Test A vs. Control 42.47%
Test B vs. Control -61.95%
Control: •MEDEX March NewsletterTest Subject Lines:•March Newsletter - Hidden Threats Within Your Company•MEDEX Global Solutions Can Find Hidden Threats Within Your Company
MEDEX – Review Pane & Pre-HeaderMEDEX – Review Pane & Pre-Header
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MEDEX – TestingMEDEX – Testing
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TEST EVERYTHING! (Just not all at once…)
MEDEX – Measurement / AnalysisMEDEX – Measurement / Analysis
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• Develop your own metrics – “industry standard” probably doesn’t fit your company…