Category Archives: Email Marketing Tips

Figuring out the right days and times for email marketing messages can boost overall list success.

Keep it short and sweet with email marketing

As any company or marketer crafting a business email marketing strategy knows, not all communications are created equal. Ineffective content and poor structure can prevent a firm from getting the most from its email distribution list, leading to missed opportunities to attract new customers and raise revenues. 

Avoid lengthy lines   
According to MailerMailer's annual Email Marketing Metrics Report, email newsletters that experienced the highest average open rates kept subject lines short - between 4 and 15 characters - MarketingProfs reported, with open rates decreasing as subject lines lengths increased. The same was true of click rates. The shortest subject lines had the highest click rates (2.6 percent), and subject lines over 51 characters had the lowest (1.6 percent).

Timing also matters, as the open rate peaks within the first hour of delivery and a little more than half (51.7 percent) of all opens occur within the first six hours. For email marketers and businesses, this will require them to choose their days and times wisely, with weekdays, early mornings and evenings provoking high open rates. In fact, Tuesday and Wednesday proved to be the best times to send marketing messages, with a 10.7 percent average open rate, the study found, as reported by the news source.

"Among many other factors, message scheduling affects your email open and click rates," the report stated. "Adjusting your sending schedule in response to our findings may improve your stats. However, since every list differs, be sure to track your results and fine-tune."

Know your audience  
However, there is more to experiencing marketing success with an email contact list than just nailing delivery logistics such as data and time. Recipients like to believe messages are tailored for them, and companies that can deliver on this are likely to see higher open rates.

Personalizing the subject line increased the average open rate to 12.9 percent, while doing the same for the content of the communication boosted the rate to 13.2 percent. Yet, perhaps shockingly, when both pieces of content were tailored to recipients, open rates dropped lower than those with no personalization at all – 5.3 percent compared to 9.8 percent, respectively.

However, if recipients did open doubly-personalized messages, they were more likely to click compared to any other combination.

The take-away from this studies seems to be one overarching trend: The more firms understand who their recipients are, the more likely they'll be able to boost revenues and success with their email distribution lists. 

Will promotions tab reduce click rates?

Is Gmail ‘promotions’ tab really just a demotion for email marketing?

This summer, Google implemented changes to Gmail, stirring worries among many companies about how their business email initiatives would be affected.

The multi-tabbed system introduced includes three sections – “primary,” “social” and “promotions” – effectively screening emails and sending them to the correct locations. For businesses, this spurred many concerns about how successful their online newsletters, updates and discounts could be if they were no longer occupying a place of prominence in recipients’ inboxes​, and instead were relegated to “promotions.”

Small businesses aren’t the only entities that could be hurt by the changes. Nonprofits, which often rely on direct email campaigns to boost funding or collect signatures, would also be funneled into “promotions,” International Business Times explained. Yet will the new tabs really hurt companies’ bottom lines or open rates?

Studies from MailChimp and Constant Contact have only found slight decreases in open rates since the changes went into effect, with the former noting that the percentage of recipients reading marketing messages dropped from 13 percent to 12 percent. However, both firms emphasized that it’s still too soon in the system’s deployment to truly gauge how it will affect the number of people on their targeted email lists reading their communications.

“Don’t overreact to a change like this,” Julie Niehoff, director of field education and development for Constant Contact, told the news source. “This is not the time to change your marketing strategy. It’s too early to tell.”

However, other industry insiders offered an even more pragmatic outlook on the development. Lyris CMO Alex Lustberg told Marketing Land that consumers have always filtered their emails, so the new system isn’t really that different at all. Instead, Google just does the work for them.

A deep understanding of how the “promotions” tab affects business will require at least a year of observation. Until then, the general advice seems to be, “stay calm and keep emailing.”

Follow us on: