E-Mail Marketing’s Missed Opportunities


E-mail overload is nothing new, leaving communications professionals struggling to find new methods to increase deliverability, opens, clicks and conversions in e-mail marketing efforts. According to the “Elements of E-mail” survey conducted by eROI, these execs are missing out on opportunities to boost these stats.

The following approaches were among those recommended to increase the overall success of e-mail marketing initiatives:
•    Use the company’s name in the “from” line: 51% of respondents say they identify their company in the “from” line, while 32% say it depends on the campaign and 17% prefer to use their individual name.
•    Authenticate e-mails. E-mail authentication verifies messages, allowing recipients to automatically recognize the nature of each incoming communication. But, approximately 60% of responding marketers don’t know how to authenticate e-mail; even though these verifications can help companies avoid blacklists, only about 25% of marketers use them.
•    Keep it short and sweet: 75% of respondents try to ensure that the subject line accurately describes the of the e-mail, and 50% focus on keeping it the subject line concise. What’s more, studies have shown that using a subject line with 72 or more characters gives added relevance, causing click-throughs and conversion rates to increase. Subject lines with 60 characters or fewer, on the other hand, prompt open rates to increase. According to the report, the span between 60 and 72 characters has been shown to be a “dead zone.”
•    Duplicate site navigation: Nearly 30% of responding marketers duplicate their site navigation in e-mails. Of those who do so, 15% find it more effective in driving clicks than the e-mail’s main content.

Source: eROI

Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.