Do Declining Open Rates Matter? Yes…and No.
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So I return from vacation to find the latest MailerMailer report citing average open rates for H2 2009 of 11.2%.
This number has declined every half-year since H1 2004, when it was 26.66%.
Then Litmus reveals that of 4 million opens recorded by their tools, an average 51.1%…”spend less than 2 seconds looking at your email.”
Less than two seconds!
Tips for Transactional Emails
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Transactional emails have long been seen as a lost opportunity for marketers. In the past, when sales confirmations and customer service responses were automated messages triggered by a Web server or database, there was little time or ability to personalize. That's changing, however, and marketers that previously struggled with this type of program may want to revisit their strategy.
Your Email Program: Time for A Tune-Up -- Or A Blow-Up?
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You never know where inspiration is going to strike and make you change the way you do things. For me, it was this quote, tweeted (and retweeted extensively) by Zappos CEO Tony Hsieh: "As you grow older, you'll find that the only things you regret are the things you didn't do."
Zachary Scott seduced Joan Crawford with that line in the classic film "Mildred Pierce," but it also applies to the way you run your email-marketing program.
Book Review: Create Stunning HTML Email That Just Works!
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A couple of weeks ago, Sitepoint released a new book on HTML email design written by Mathew Patterson of Campaign Monitor.
Knowing the credentials of both author and publisher, I bought a copy right away but only found time this morning to read and review the book properly. Here are my thoughts.
Truncation Traps: 3 More Subject Line Lessons
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A recent post suggested space limitations in email and webmail interfaces might leave your subject line looking a little odd.
But this isn’t just about your subject line causing a wry smile or a little embarrassment when a word gets cut off in an inconvenient place. There’s more to it than that.
Here are three more “subject line traps” spotted in real emails.
Retailers: How Good Are Your Holiday Plans?
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As holiday 2009 raced to the finish line, I blogged about the disappointing lack of relevance in emails during what is arguably the most important time of the year for many retailers ("Does Holiday Relevance = 40% Off and a Five-Star Review?").
We're all about to take our last deep breath before rushing into the fray for holiday 2010. So now is a good time to ask: how good are your holiday plans? Here are three tactics it's not too late to consider.
Introducing the Ultra Managed Inbox
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Caught up in our own inbox placement tracking, marketers often forget that mailbox providers like Yahoo and Hotmail are also competing for subscriber attention and loyalty. Retention for them equals active users of the email service - and lower abandonment of inboxes due to clutter and excessive spam.
Hot Topics in Email Deliverability
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As I sit here thinking about what to write, I get the feeling that I have already written about most everything in the world of deliverability. So for this article, I will pose a question to all the readers: Are deliverability experts just saying the same thing over and over again in different ways? And if they are, do you want to see them discussed in a different way, or are there new topics that you want to see addressed?
Five Ways Not To Squander The Subject Line
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As noted in recent Email Insider posts, emails are most likely to get opened not only when they are personalized, but also relevant to the recipient. This is especially true for the subject line. A mere 50 characters (the length of a typical subject line) are all you have to grab the attention of readers, enticing them not only to open your email, but to take the desired action rather than report the email as spam. For consideration, we share the top five insights for writing subject lines that are not squandered, but rather ensure campaigns are destined for success.
A Little Less Open Rate and a lot More Consumer Experience, Please!
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After a decade of specializing in email marketing optimization, email marketers are still asking "How can I increase my open rates?"
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