It was only in the last year that I started paying attention to the open rate on my email marketing campaigns. Yes really. As a content manager and writer at www.charlisays.com I’m all about the ideas, the creatives, the message and the WOW factor headlines. The analytics were something less interesting that had no impact on my content.
Well that was a big mistake but a common one as only 20% of businesses running email marketing campaigns track metrics to gauge the performance of their mailers.
In this article, I’m going to share with you 20 stats about email marketing you need to read if you want to improve your content and maximise your results. It’s not as boring as you think.
The Sign Off
In a recent study, Boomerang looked at closings in over 350,000 email threads. You probably don’t even think about your signoff, do you? Well, here are 8 sign-offs that appeared over 1000 times and their response rate:
- “Thanks in advance”had a response rate of 65.7 per cent
- “Thanks”had a response rate of 63 per cent
- “Thank you”had a response rate of 57.9 per cent
- “Cheers”had a response rate of 54.4 per cent
- “Kind regards”had a response rate of 53.9 per cent
- “Regards”had a response rate of 53.5 per cent
- “Best regards”had a response rate of 52.9 per cent
- “Best”had a response rate of 51.2 per cent
TAKEAWAY: If you want a response to your email, it can’t hurt to end it with an expression of gratitude. Thanks for reading!
The Subject Line
Ok, so we know that subject lines are important but just how important? Your email subject line can massively impact your open rate, engagement and click through rate. Here’s the stats:
- 33% of email recipients open email based on subject line alone
- 40% of emails are opened on mobile first – where the average mobile screen can only fit 4-7 words max
- Emails with “Free” in the subject line were opened 10% more than those without
- Emails with no subject all together were opened 8% more than those with a subject line (Yes REALLY)
- Emails with “fw:” in the subject line were opened 17% less than those without
- 7% decrease in open rates when the word “newsletter” is used in subject lines
- 8% increase in opens when using the word “alert” in subject lines
- Using the words “Sale,” “New,” or “Video” in subject lines boost open rates
TAKEAWAY – Pay attention to your subject line – this is key to the success of your entire email
43% of adults in the U.S. said that more than half of their emails are from marketers. Annoying isn’t it? So why then do we, as marketers, continue to spam our clients?
- Avoid using spam words in your email or subject line. At best, it won’t be read and at worst it may be search engine blocked
- Always ensure your client list is double opted in, never buy email lists or add clients without their consent.
- Only 2.5% of all spam mail is actually a scam or fraud. The rest dear marketers are from us!
- Spam emails will cost businesses $257 billion per year by 2017 through wasted time, software and resources.
TAKEAWAY- Before you send your next corporate mailer, really consider these points:
- Is what I’m sending truly of potential value to the recipient?
- Does this communication feel like it was tailored to them?
- Is this the information my client signed up to receive from me?
Thank you for taking the time to read 20 eye opening email marketing stats. Which one are you guilty of? Tweet me @Charli_Says and let me know.
Read more marketing tips at www.charlisays.com