*Size Does Matter: According to a study by Epsilon on the importance of subject lines in e-mail promotions, the relationship between subject line length and response is weaker that previously thought. That said, the research did indicate that, overall, shorter subject lines correlate with higher open rates and click rates, but subject line word order, word choice, brand and audience awareness are also critical success factors. According to the study:
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AOL, which is responsible for approximately 22% of the U.S. e-mail market, limits subject lines to roughly 38 characters;
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Yahoo, with 21% of U.S. e-mail, has an approximate limit of 47 characters per subject line;
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Hotmail, which has 14% of the U.S. e-mail market, uses word wrap to display subject lines on multiple lines, allowing approximately 45 characters per line; and,
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Therefore, 57% of U.S. e-mail recipients see only the first 38 to 47 characters of a subject line when making the decision to open an e-mail.
The Epsilon study concludes that this new research confirms the widely held belief that, in most cases, shorter subject lines perform better. However, the research suggests that the way in which content and brand messaging are positioned can be as important to e-mail success as the number of characters in the subject line.
Source: Epsilon
*No Pain, No Gain: Despite overwhelming agreement on the importance of customer experience and word-of-mouth, senior marketers admit their companies are failing to take decisive, companywide action to integrate customer voice and experience into key business and marketing processes, according to a new study by the CMO Council. The study, sponsored by Satmetrix, revealed that:
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58% of surveyed executives said their companies do not compensate any employees or executives based on customer loyalty, satisfaction improvements or analytics;
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38% said their companies have no programs in place to track or propagate positive word of mouth among customers; and,
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29% said their companies rate highly in their ability to handle and resolve customer problems/complaints.
The CMO Council study underscores critical deficiencies in the way companies measure, optimize and leverage customer experience to drive loyalty, improve brand value and increase business performance and growth, including:
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Insufficient availability and aggregation of real-time customer experience data across touch points that should be shared across the organization;
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Poor use of customer interactions to collect insights and intelligence or maximize upsell and advocacy opportunities;
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Lack of Internet processes and systems to track online word of mouth and drive customer advocacy;
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Intermittent or deficient monitoring of customer experience that fails to provide true and timely insights into problems and opportunities; and,
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Too few compensation programs tied to customer experience, loyalty and satisfaction gains.
Source: CMO Council
*Online Video Is 2009 Hot Spot: According to a Permission TV survey of more than 400 senior-level decision makers, online video is the top priority for marketing budgets, with 67% of respondents citing it as their focus in 2009. Additional findings:
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62% believe that nonlinear interactive storytelling will become the most effective medium for marketers;
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42% anticipate their 2009 focus to be social media; 34%, search; 32% podcasts/webcasts; 31%, rich media; 23%, banner ads; and 17%, mobile; and,
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The highest percentage of respondents--34%--said that digital media would be their least likely budget cut in 2009.
As for the most likely online video initiatives respondents plan to undertake in the coming year, the study found that:
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64% said branded content/video destination;
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39% said viral video;
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38% said interactive experience;
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29% said user-generated video and e-mail video campaign, respectively;
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23% said video syndication; and,
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22% said e-commerce.
Source: Permission TV PRN