It isn’t just the email header or preheader that is important in determining the success of your email marketing campaigns. The timing of your campaign is really important. Send it too early and the consumer can either ignore your email, spam it, or just read it and forget about it.
So how can you determine when the best day is to send your email marketing campaign?
There Is No Magic Time
Unfortunately, there is no real ‘best time’ that is universal for all companies. It really depends on your product, service and audience. The only way you can determine when your audience is going to be more receptive to your marketing messages is to analyse the data yourself from past campaigns.
This can be a complex task, and there are different ways that you can measure the success of campaigns, depending on what you are trying to achieve. You also have to consider that some offers will not be as enticing as other campaigns – this can skew your results and make you miss the ideal times because your campaign wasn’t good enough.
Levelling The Playing Field
An option to prevent campaign results being skewed is to test the same email copy on multiple days/times. This is known as split testing. Most email marketing programs have automated systems that can help you set this up and monitor the results.
The disadvantage of this is that you need to have a significant number of subscribers each day for this to work. The more subscribers you have in a test segment, the greater the accuracy of the results and therefore you should not have a segment with less than 300 subscribers, though preferably it should be approximately 500.
This may mean that you have to test two days a week at a time to discover the ideal day. The best case scenario means that it could, therefore, take a minimum of six weeks to test the combinations available.
Another disadvantage is that the time of the email could be more important than the actual date. For instance, sending the email at 10 am on Monday might perform better than an email sent at the same time on Tuesday. However, the same email being sent at 2 pm on Tuesday could perform better than the 10 am on Monday. If you discount Tuesday too early in the testing, then you might miss out on opportunities.
Therefore, stringent testing needs to be done.
Not Just The Day But Also The Date
Another thing to consider is that you can’t always treat every day the same. For instance, if you test Tuesday against Thursday and see that Thursday has the best open and click-through rates, you may have forgotten to add into your campaign that Thursday was payday, and this is when most customers have the most disposable income and are more likely to make a purchase.
Therefore, it is important to avoid any potential dates that might interfere with the results so you don’t get biased results.
What Data To Look For
There are three statistics that you really need to look at. The content you are promoting, and the goals of your campaign will depend on what statistic is key for your campaign monitoring. The three statistics are:
Open Rate – The basic statistic of how many people opened your email and read it. This is fairly simple, but more opens don’t always equate to more click-throughs or purchases.
Click-Through Rate – The number of people who read your email and then clicked on a link within your email. This shows that people are interested in your offer and want more information.
Orders – This can be measured in a variety of ways including:
- Conversion Ratio – the ratio of subscribers who went on to buy a product/service.
- Purchasing Value – The revenue earned from an email campaign.
- Return on Investment – The amount earned compared to the amount spent.
Measuring these can tell you which campaign has been the most successful in converting customers. However, this can be difficult to measure as the landing page could be limiting sales and not the email.
Determining the best day and time for your email campaigns can be difficult for your business. You need to ensure that you study your email campaigns, test out which days are best for your business with split testing and then measure the results. This can be a lengthy process, but for the long-term benefit of your business, it is well worth the investment.
When was the last time you split tested your email campaigns? Do you know what day of the week is best to send your emails?
Let us know in the comments below.
Building a quality email list is an essential task if you are looking to generate significant income from this marketing channel. A quality list will provide a better return on your investment than one that is just bought or produced by securing the details of random visitors to your website.
So how can you build a quality email marketing list for your small business? Here are seven, very simple ways to do just that.
1. Use Downloadable Content
It is highly effective to use downloadable content to produce a quality email marketing list. You could provide a free download (like an ebook or whitepaper) in exchange for an email, which works particularly well as you can then determine what the prospect wants to know about (the subject of the downloadable content) and you can tailor your campaigns accordingly.
This strategy does take considerable effort. You need to create the downloadable content, the landing page (and sales text) and then market it.
2. Ask For More Information
By collecting more information, you can better segment your list or see if a subscriber is unsuitable for your products (and thus needs removing).
However, if the information they input is incorrect, the prospect could be sent the wrong content, or they could be rejected when they are a perfect candidate.
3. PPC Keywords
If you want to target a particular group, then by thinking of their search behaviours you can target them on search engines. Using paid ads, you can target certain key terms that you know they will search for and direct them to an email sign up page.
This can be a very expensive way to attract subscribers to your email list, but it does mean that you have a list made from prospects that you’ve qualified based on their interests.
4. Run / Attend An Event
Running or attending an event can be a good way to collect email addresses. You can collect the email addresses on a simple signup sheet or give small gifts out to those who provide you with their email address, an excellent tactic, as you can qualify prospects instantly by asking them a series of questions before passing them the signup sheet.
However, you may find that some of those who sign up to your email list forget about you by the time it takes you to send out your first email.
5. Run A Competition
Gamification can be a very powerful tool when it comes to generating interest in your brand. By running a competition, you can attract numerous signatories to your email list. Your competition could be anything from a sweepstake to a trivia quiz. What is important is that their entry must include an email address.
It is important to think about what you offer as a prize, if it is not related to your business activities, then you will attract people who aren’t suitable for your business.
6. Ask For Referrals
Another possible strategy is to ask current customers to recommend you to a friend through a referral system. This works by having your customer enter their friends’ details into a box, and you send them an email saying that a friend has passed on their contact details. In that email, you give them a chance to sign up for your email marketing list.
It can work wonders because friends of your customers are likely to be a good fit for your business. However, there is no guarantee that you will receive permission to contact the person again.
7. Discount Codes
Another staple of the email marketing world are discount codes provided when a customer signs up to your mailing list. Either you send them the code after they have signed up, or using a pop-up application on your website, you provide the code once they’ve entered their details.
The trouble with this strategy is that they might just sign up, with a fake email address, to get the discount code and it doesn’t encourage any long term stickiness with the customer.
There are many ways to grow your email marketing list. What you’ve got to ensure is that the names being added are good quality prospects. Therefore, you need to qualify them as they sign up so you can decide who should and shouldn’t be on your list.
How do you build an email marketing list? Are you confident they are all relevant subscribers?
Let us know in the comments below.
Email marketing isn’t the only digital marketing channel that you should pursue. There are numerous different channels that can help sell your products and services and the effectiveness of these channels can be increased if they are combined.
One of the most effective marketing channels to combine with your email marketing campaigns is blogging. This marketing platform has a reputation to generate a lot of interest in your brand. Some of the most important statistics for blogging include:
- Brands that prioritise blogging as a marketing channel are 13 times more likely to see a positive return on their investment.
- Brands that blog generate 67% more quality leads.
- The cost of blogging is limited to your time.
- Companies who blog receive nearly double the amount of links back to their website.
- Blogs are the fifth most trusted source of information online. (Source Hubspot)
With email marketing being one of the best ways to sell, combining the two can be a way to generate leads, instil trust between you and audiences and eventually sell to them.
How To Combine Your Blog To Your Email
One of the most effective ways to combine the two marketing channels is to use the blog to attract your customers with your blog posts (via search engines or social media) and then use a strong call to action in order to sign them up to your email list.
This is one of the most effective ways to grow your email marketing list – once they are on your list there is very little for your blog to do unless you reverse the process as well.
There are two options for this strategy. The first is to create content via your email marketing campaigns that you can then direct to content via your blog. For instance, creating a message about the top five tips that your readers can do to save money at home and then linking it to a longer version on your blog.
This option has the added benefit of you then being able to see what content is interesting your email marketing list. Then you can segregate your list better, sending them more relevant information and moving them faster down your sales funnel.
The second strategy is to create content on your blog as usual and just inform your email audience that you have created new blog content at the end of email marketing messages. This can be effective if you have a good writer and a strong blog message. You can also benefit from knowing what information your email marketing audience is interested in by what stories they are clicking through to.
The problem with this is that because the email marketing message is not optimised to your content, you could see a lower number of people click through. It can also detract from your general email marketing message and campaign. Therefore, your results are likely to be poorer.
What Is The Best Strategy For Combination?
As with all marketing, the best strategy for email and blogging combination is to plan ahead. Be sure that you are at least one week, if not longer ahead of your publishing schedule and you will always be able to create a powerful online marketing campaign that uses both blogging and email marketing.
In addition, by planning ahead you can create anticipation and excitement with your audiences, especially around new products and services.
Blogging and email marketing are two elements of the digital marketing sales process that can and should be combined for more powerful marketing campaigns. Whether you have it that blogging generates leads for your email system, you use blogs to discover what is interesting your email readers at present or you use a combination of both – there are numerous benefits of combining the two channels to make your business a greater success.
Do you combine email and blogging? What is your strategy?
Let us know in the comments below.
- Write and publish a blog post.
- Create an email marketing campaign to promote that blog post.
- Segment your list based on those results.
Email marketing success is all about getting your emails opened, read and clicked. For a truly successful email campaign, all three of these things need to be done by the audience as different parts of your email contribute to the success of your email marketing campaigns and how your audience interacts with your emails.
Changing the design and the parameters of your email marketing campaigns can help you achieve better results. Knowing what to change can be difficult, especially if you don’t A/B test your email marketing campaigns.
Here are five of the best tips for writing emails that will get opened, read and clicked.
Personalisation comes in two forms: personalisation of the message and of the sender. By including the receivers name within the copy and subject line you are making the email more personal to the subscriber. Many reports have shown that doing this can increase the open rate of email marketing campaigns and by-pass spam filters.
At the same time, by having the sender of your email messages as you, instead of your company or you at your company, can also increase open rates. Likewise it helps to bypass spam filters.
The common assertion is that the best location for the call to action is at the bottom of your email. However, very few people actually read the entire email – especially if you send long emails. Yet by having the call to action close to the top; either underneath the title or on the side of the email near the top, you will see more click throughs.
This is probably because people expect there to be more relevant information on your website and want to get there quickly. If they can’t see the call to action immediately, they are simply going to abandon the email.
There is a lot of research suggesting the best times for email marketing. However, this figure is really variable for different industries. Therefore, experiment with the timing of your marketing emails with A/B testing.
Remember it isn’t always about one element of the reader process (i.e. the click through rate) – consider the customer purchasing value and lifetime value in addition to the number of click throughs you get. You don’t want your emails to just be the excuse people use to skip some work.
Another good tip is to make sure that you are sending your emails at the right time for your audience. If you have an international audience, delay the sending of your emails until they are at the right time for the receiver’s location.
4. Less Words And Images
Even though you think that branding might look cool, sometimes the best emails are those that don’t use many images and are limited on the content. The idea is to get them to your website and sell from there. By using less wording on your page and having less for them to look at on your email, you are giving them less reason to abandon your email.
5. Send Relevant Information
If you have a wide range of services or products, it is unlikely that your subscribers are going to be interested in everything. Sending content and offers they’ve got no interest in is going to do you no good. Therefore, limit the emails you send to subscribers so that they are completely relevant to the receiver. Consider monitoring their behaviour on previous campaigns, website journeys and interactions with your sales teams and social media accounts. By focusing on understanding the audience better, you can send more targeted emails.
Your email campaigns rely on the interactions the emails have with your audience. By adjusting your email design to better suit the needs of your email’s recipients you can ensure that more of them will interact with emails by opening and reading them before clicking through to your website.
How do you improve open, read and click through rates? How are you going to improve these statistics in the future?
Let us know in the comments below.
A large database of contacts is always going to be good for selling; the more people on your list, the more sales you will achieve. This is why many people attempt to acquire more contacts by buying an email list.
Email lists can contain thousands of names and, on the face of it, it seems as though your business could grow substantially from one. However, growing your mailing list by buying contacts can have significant consequences for your business and digital marketing campaigns.
What are the negatives about buying an email list and the implications for your business?
1. It Violates The Law
Many laws across the world state that a contact must give permission to an organisation, to use their contact details in marketing. This applies to corporate contacts as well as consumer contacts. In the US, the Double Opt-In law further elaborates on this by stating that a contact must confirm their subscription after they have given their first indication.
When you don’t follow these laws there are significant repercussions. In the UK, you can be fined thousands of pounds for sending marketing messages via email without the users permission. In the US, there are similar consequences.
2. It Produces Poorer Results
Email marketing is only effective because it is permissible, in other words, the consumer has given permission to receive the marketing messages. Consumers often sign up to a mailing list in order to receive news about promotions and discounts. The important issue is that when you have a contact’s permission, they are expecting your messages.
When you have bought their details, they won’t be expecting your messages and that this can put you on the back foot. Often, bought email lists have poor open rates (as low as 1%), while the rates of those with organically grown lists can be extremely high and often not lower than 15%.
3. It Can Get Your Mail Server Banned
Another problem with bought email lists is that you can’t guarantee if the contacts are genuine. If you have contacts on the list that don’t exist or their email address has expired, then this could return a hard bounce. A hard bounce will be recorded against your mail server. Too many of these will limit your ability to send messages and your mailing campaigns will be less effective.
At the same time, even if you have genuine contacts on your database, there is a chance they will report your business and emails as a spamming organisation to their mail client server. This will get you a bad reputation and eventually you will be banned from sending messages. This can be expensive to repair and will forever damage your chances of making a sale later on with that customer.
4. It Costs Money For Not A Lot Of Response
Email lists aren’t given for free. They cost dozens or hundreds of dollars to just acquire them. Then when you send the message you are expending more money to do so and the chances are that you will not receive much interaction or response.
Spending money without any return is not good business practice. Especially if you then have to pay money to repair your business’ reputation, or to set up a new mailing client for your business. Furthermore, you have the possibility of having to pay a fine for buying the list.
Buying an email list is a bad idea for your business. Not only can it ruin your business’ reputation and therefore your chance of selling to potential customers, it can also cost you significant amounts of money in fines and repairing your reputation. The only real way to gain new contacts is to organically grow them.
How do you generate new contacts on your list? Have you ever bought a list?
Let us know in the comments below.
Your emails are an important sales platform. The starting point of 13% of all online sales comes from email marketing. Only organic searching and direct visits are better sellers online. However, the effectiveness of your marketing campaigns depends on how much attention your emails can generate.
One of the biggest problems is that emails aren’t getting enough attention. The average open rate for emails varies between 15 – 25%. The click through rate after this can be anything between 1 and 5%. And then your landing page has to be convincing enough for them to take a desired action. This action could be making a purchase or downloading a new guide.
The open rate is dependent on the email grabbing the attention of your audience. If you are sending regular emails, this is really important. The longer a contact is on a mailing list but doesn’t take action, the higher the chance that the lead is lost and you won’t make a sale. If, however, you can increase their interaction with the mail earlier – the greater the chance that you can:
- Increase the open rate.
- Improve the click through rate.
- Make more sales.
- Grow the ROI of your email marketing campaign.
It should also be noted that you only have 15-20 seconds to grab a reader’s attention. This is the average length of time that a person spends reading an email.
Email marketing best practices are continuously changing, which is why it is important to consider your current campaigns and how you can change them to gain more interest. Here are three of the latest techniques for your regular emails that will grow the success of your campaigns.
1. Change Your Subject Lines
Long gone are the days where you could just use a simple promotional email or one liner like “Your Weekly Summary” and expect your contact’s list to open your emails. A good example about how your subject lines can make a difference is with People Per Hour. The site used to send a message every day about the latest offers available on their site.
Then in early 2015, they changed tactics and created different, unique and more personal subject lines. Almost immediately there was an increase in the number of jobs posted through the site. Before the change they averaged about 200 per day. After the change they averaged about 350. This is a 75% increase and was highly valuable for the online business.
So what should your subject line look like? It needs to have several elements to it:
- Promise to benefit the contact.
- Offer new information.
- Relevant to what is currently going on.
If you can insert these into your subject line, it will perform better.
2. Add Video
Video marketing is becoming a huge success. The combination of audio, visual and text on the screen is more memorable and engages audiences a lot better than just simple text and photos.
Inserting a video into your emails isn’t a tough task – it just requires you to be a little more technical than you might be used to. Speak to your email marketing provider and ask them how to insert video into an email using their software.
Once a video has been uploaded to your messages you can also use them on YouTube and your website to improve upon their ROI and ensure that they aren’t just used once and forgotten about.
3. Be Mobile Friendly
The way consumers are accessing emails is constantly changing. Previously, the only way to have a good experience and open your emails was on a desktop or laptop. Now the world has gone mobile and more emails are opened on a SmartPhone or other mobile device than on a desktop.
Email campaigns must consider this and change the way they display on mobile devices and the landing pages they direct to must also be mobile friendly.
You have 15-20 seconds to grab the attention of your audience. Ensure you do it with the email marketing best practices and you will see a higher number of sales and business growth.
- Optimise your messages for mobile.
- Add video to your next campaign.
- Experiment with your subject lines.
With the rise of more marketing options, it may seem that email marketing will become obsolete. However, email marketing has been around for a long time and has faced numerous challenges when it comes to marketing messaging online. For instance, social media has long been thought of as a way for businesses to connect with their audience but it has failed to achieve the success email marketing has.
Now with new instant chat messages being deployed and mobile marketing being used by more organisations, email marketing would seem to be at risk again, though the possibility of this is fairly low. However, there are many reasons why email will remain important for a long time to come.
Trust Is The Key Aspect
74% of consumers prefer to receive promotional messages via their email accounts. This is because the consumer feels that they are giving you permission to contact them via their email accounts. It shows a high level of trust and therefore, half the battle is won on converting the contact to a customer – you just have to demonstrate why they should buy that product.
With social media, mobile and instant messaging, the consumer doesn’t need to give permission to be contacted. Therefore, many customers are wary of marketing messages that are delivered this way as they don’t trust them.
In the UK, this has been demonstrated by injury claims and payment protection compensation. Lawyers from both niche industries have been sending out numerous messages via mobiles and the phone, offering customers thousands in compensation. The biggest problem is that they are not targeting their customers and are just sending messages to every number or contact.
Then the callers claim that they hold records indicating you are owed money, often thousands. This is often inaccurate. And the mistakes are compounded by the use of automation and recorded messages.
Apart from being in breech in the country’s data protection laws, where all databases have to be accurately maintained, it breaks down trust. How can the consumer trust a message that is inaccurate and one that is delivered by a recorded voice?
Simply put, both messages have become a major source of grief in the UK and there have been demands for the practices to be stopped.
Likewise, email marketing is one of the most cost effective ways to deliver a marketing message. Text messaging often costs 30 to 40 cents per recipient. For a contacts list of 2,000 this could mean that messaging costs $6,000 or more. Add on additional costs, such as time to develop the message and campaign and it could simply be too expensive to execute, yielding limited returns.
Email marketing on the other hand is fairly cost effective where you usually pay by subscriber and you can send as many messages as you like. This makes achieving a positive ROI much more likely.
Another issue is that other mediums of content have limited tracking features, for example if the customer has opened, read, clicked through or deleted your message. This can be frustrating as this tracking feature allows you to refine your list, sending targeted messages to the consumers, knowing they will achieve the best results.
Email marketing has faced numerous technologies and new marketing options that have threatened its importance in the marketing plans of business. However, there has so far been no technology able to reduce the effectiveness of email marketing for businesses.
So while it is a good idea to investigate and use other marketing tools for business, you should not abandon email marketing.
What other tools do you use for marketing your small business? How effective are they?
Let us know in the comments.
Email marketing is one of the most important sales channels your business will use. It accounts for more online sales than social media, retargeting and banner ads. Some of the best businesses in the world earn the majority of their income from sending out regular promotional emails.
There are several secrets to the success of their email marketing campaigns. You can achieve their success by not making major mistakes which can damage you reputation, annoy your mailing list or give the impression you are unprofessional.
Here are five common mistakes and how to avoid them.
1. Not Following Legal Code
There is a massive difference between cold calling and cold emailing – cold emailing is illegal in many cases. According to digital marketing laws in most countries, you should have permission from the list contact to be able to send promotional content. This rule must be followed unless the email address is from a limited company and it has no personal information in it.
However, sending emails to info@ or marketing@ is highly ineffective as it is normally not a decision maker who checks these accounts. Not following these rules can result in a fine which could cripple your finances.
One of the first things you should be doing before you even start sending off an email or building your list is to identify the goal for the list. Something that is strategic and applies to every communication you have.
Whether this is building awareness of offers on your ecommerce site or delivering content that will appeal to your audience – you have to know what the purpose of your email marketing campaign is.
Then when you write each email marketing message, you have to know what the specific aim is for that message (i.e. selling a particular product).
3. Forget To Blind Copy
Many businesses that run their lists off their mail servers make this mistake from time to time; when they accidently forget to ensure that no-one else can see who else the mail has gone to.
This can be particularly embarrassing as you are providing details to other businesses or individuals who might not want their information shared and it also looks highly unprofessional.
To avoid this, use an email marketing software program to hide contact details from other contacts. It looks more professional and more personal.
4. Sending Your Mail From ‘no-reply@’ or ‘info@’
As humans we love to feel the human connection. This is why email marketing campaigns sent from addresses like no-reply@ or info@ are not going to be ineffective. Think of email marketing as a conversation, you wouldn’t talk to a computer or a cash machine, so don’t automate your email marketing messages.
Instead use a named individual to send the message from. This could be a member of your marketing team; however, a senior person in your organisation can often send a more powerful marketing message to your contact’s list.
5. Buying An Email Marketing List
Don’t ever think of buying an email marketing list. These are highly ineffective and can often ruin your mail server’s reputation. Getting blacklisted will ensure that your emails will always hard bounce and there is very little you can do apart from starting anew.
The whole point of an email marketing campaign is that the contact has given you permission and is open to communications. This makes their use cost effective and gratifying.
Email marketing is one of the best online marketing avenues for your business. What you need to ensure is that you don’t accidently make any email marketing mistakes like the ones above and that you are producing high quality content that will entice your audience to find out more information.
What other mistakes can you think of? What mistakes have you made and how did you resolve them?
Let us know in the comments below.
- Learn from the mistakes of other email marketers to perfect your own campaigns.
There are approximately 2.5 billion email users in the world and 74% of them prefer to receive promotional material via their email accounts. This makes email marketing one of the most effective and critical marketing activities your business should be undertaking right now.
While creating campaigns for your customers might yield some success. To make the most from your campaigns you should be optimising them. There are several strategies which allow you to do this. Here are seven strategies for you to implement in your next campaign:
1. Specific Audience
Not every email you create is going to be relevant to all those on your list. For instance, a message about setting up a new account with you is pointless to already existing customers. Therefore you want to limit who you are sending your messages to only those who should read the content.
Careful segregation will limit unsubscribers, lower costs and improve your marketing results very quickly. This can be achieved by ensuring there is a label in your database that refers to what sub-list they should be listed on. Then when you are sending a campaign, use the label to determine who should receive the message.
2. Specific Time
Email marketing is effective because it can be picked up at any time. However, research has shown that emails are generally opened at certain times. You’ll want your emails to be sent at the best times and not at other, less effective, times.
There are numerous studies claiming they know when you should send emails. Many of them disagree with the best time to send mail. The best practice is to experiment and discover when it is best to send your audience emails.
3. A/B Testing
To ensure you are sending your email messages at the best time, and that the design of your message is right, you should A/B test your emails. Start with testing when to send your emails and then move onto the email design.
There are various elements you can test, including image position, subject lines or the call to action copy. By testing these one at time, you can ensure your campaigns become more effective.
4. Have Value
Always answer the question: “What is in it for me” question. If your contacts can take an important message away from your communication: whether it is how to do something or where to get something – then you’ll gain their trust and it will make it easier to sell to them.
5. Mobile Friendly
More emails are being read on SmartPhones and other mobile devices, than on desktops. Emails need to be formatted right if they are to be read correctly on your contacts’ mobile devices. Otherwise your messages will not look professional and this will limit impact.
To help with mobile friendliness, you need to limit images and the complexity of your design. At the same time, ensure your website is also optimised for mobile devices.
6. Social Media
Social media is a highly effective way for you to spread word of your brand to new audiences and potential customers. Don’t undervalue the opportunity. Embed social media share buttons on all your emails. Then the emails can be directly shared on various platforms and this can encourage others to view a web version.
7. Follow Up
After you have sent your email marketing message, you need to examine the results. You should use this to determine who is interested in your content and products. If you notice someone is opening your mail and clicking through to your website but then not doing anything, you should follow up with a phone call. They might be experiencing a barrier that is preventing them from buying. By calling them you might be able to help them to complete the intended action.
Improve the results of your email marketing by using some powerful email marketing strategies above. Then you can generate more revenue from your emails and have a better return on investment.
What strategies do you use to ensure effectiveness?
Let us know in the comments below.
We are often told that size doesn’t matter. Well that is wrong. Size does matter when it comes to your email subject line. It is the first impression your audience will have on what is contained within your marketing message. It needs to entice them to open the email and red further. Therefore, the subject line needs to be alluring, indicate what the message is about and not give away the whole story.
This can be a difficult balancing act. Most people think they need to write an essay to achieve all three. While this can help, it can also be tough to read. Some try for the shortest email subject line they can manage. Yet this can seem non-descriptive.
Both camps claim they have the answer; yet, only research will tell what the impact is on the open rate for campaigns.
The Adestra Research Project
Adestra compiled some results from email marketing campaigns they were monitoring. They looked at how people interacted with a message and compared that to the email subject line. The results they saw were rather interesting. Firstly, they spotted that there was a sizeable bump in success when subject lines were between 10 and 30 characters long. Results either side of this mark were less than half.
Subject lines of this length are often offering a deal (i.e. Claim your 50% off today, etc). Therefore, it is normally business to customer messages that achieve success while being short.
Yet this wasn’t the only interesting result. Subject lines that were between 30 and 70 characters long achieved less than average responses while those over 100 characters seemed to perform well.
There was a particularly good set of results when email subject lines were 130 characters long.
Another study conducted by the president of ShowMeLeads, Madhu Gulati, found another set of results that could turn the results above upside down. According to their research into 260 million emails sent during 540 campaigns, they found the following results:
- More than half (52%) of campaigns contained 11 to 15 words in the subject line. However, it had the poorest open rate.
- Those campaigns that contained between six and 10 words received a 21% open rate.
- Short subject lines (five words or less) had 16% open rates.
These results are almost in contrast to what was previously reported on Adestra.
MailChimp has also studied the problem. They came to the conclusion that length meant nothing and that it was the reader’s tastes that determined whether they would open your message up or not.
While there is some truth in this, looking at the MailChimp results there is something of note. Their results show an above rise in opens and clicks when the subject line is short. According to their data, you are bound to get the best results when your subject line is between 15 and 22 characters long.
This is rather important as it correlates with the other two studies.
It is important that click through rates shouldn’t be a huge factor on whether your subject line is best. Once the audience is at this point, other factors are determining their behaviour.
It is also important to note that none of these studies decided to a/b test the subject lines of exactly the same email to test the results. This might have given a better answer to the question.
To optimise your emails for your audience, consider a/b testing your email campaigns.
There are varying thoughts on what is the right length for an email subject line. Many consider that long subject lines distract audiences and lower success rates, yet others have demonstrated this is not the case. What all the studies do show is that a short, concise email subject line is going to perform better than the average.
What is the average length of your email subject line? What have your results been from your previous subject lines?
Let us know in the comments below:
- Use a short subject line to generate more opens.
- A/b test your subject lines to see what gets the best results.