Improve Your Email Marketing with These 4 Tips
By Rachel Anderson
1. Make it Personal without Using the Recipient’s Name
Maybe it used to be cool to get an email with a personalized greeting but those days are long past. Not only is it not very revolutionary, studies show it also makes people uneasy. With identity theft and credit card scandal more commonplace than ever your recipients need to trust you; an attempt to fake a relationship or familiarity with someone is not doing yourself any favors. Research by Temple’s Fox School of Business found that “Given the high level of security concerns about phishing, identity theft, and credit card fraud, many consumers would be wary of emails, particularly those with personal greetings”.
Instead of using a name to personalize your emails, use a customer’s past purchase behavior, interests, or other knowledge you have of them to customize the email for them.
Here’s a recent email I received from ModCloth letting me know a product I viewed is on sale. It’s personal and it got me back to their site!
2. The Sweet Spot for Subject Lines
Ever wonder if your subject line was too long or too short? There are many character lengths that will work well for you but there is one everyone should avoid- 60-70 characters. Marketers call this the “dead zone”. Research by Adestra found there was no increase in emails opened or click through rates with this length of subject line.
Here are some other character lengths to know about:
- 70 characters and higher showed to be great to engage readers and have a high click through to content
- 49 characters or less tested well for emails opened
- 10 characters or less had the highest email opening rate of 58%
3. The Best Time to Send Your Emails
While the best time to craft an email may be during the productive hours of the day, the best time to send your emails is actually 8:00pm to midnight according to Experian Marketing Services. Here is a chart from their study:
Experian also found that the best day to send emails is over the weekend.
4. Everybody Loves Free
Many studies have been conducted on what type of email content leads to the highest opening rates. Bluewire Media’s study on which content opens the best confirmed that readers want a freebie- especially templates and tools, things they can use right away. It doesn’t need to be anything expensive or even exclusive. Just emailing readers content where they can take something away will have a huge success rate.
Rachel Anderson is a Pay Per Click Advertising Strategist at Netmark.com. Off the job she enjoys photography, good food, being outside, and spending time with her husband. Share your thoughts with Rachel on Twitter @gladygirl, Google+ or Facebook- she’d love to hear from you!