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.