Think creative email_openrate_presentation_ap_2010

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You write them, slave over them and send them but… alas your email open rate is weak—at best.

So what can you do?

Take a lunch break [on us!] and learn some tips, tricks and pointers to cut through the inbox clutter. We’ll review the companies out there who facilitate the process, industry open rate averages and review some great—and the not so great—email examples.

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Think creative email_openrate_presentation_ap_2010

  1. 1. Improving Your Email Open Rate: When Clear & Concise is BETTER Heather S. Delphin, brand strategist heather@thinkcreativegroup.com thinkcreativegroup.com
  2. 2. The Facts & Stats Email Companies Industry Averages Golden Rules for Success Examples Action Plan Questions Overview
  3. 3. Marketers who plan to increase investments in digital marketing: 75.2% say their allocations will increase steadily as 2014 approaches 18.4% say their allocations will increase greatly 58.4% plan to reduce or keep their offline marketing budgets flat 39.4% Marketing executives cite email marketing as their company's top-performing advertising channel in 2009 Facts & Stats
  4. 4. Which product should you use?
  5. 5. Email companies
  6. 6. Industry Averages
  7. 7. Accounting 27.36% Financial Services 20.87% Advertising 23.79% Healthcare/Medical 24.66% Architecture 32.05% Hotel 27.50% Art 26.12% Insurance 24.43% Arts/ Music 16.22% Internet/Web Svc. 20.34% Beauty/ Health 29.88% Legal Services 25.48% Church 32.95% Marketing 20.52% Construction 23.86% Music 27.94% Consulting 22.34% Non-profit 27.66% Creative Agency 20.97% Real Estate 22.84% Education 25.86% Restaurant 26.17% Entertainment 15.42% Retail 27.61% Travel 24.97% Average Email Campaign Stats/ MailChimp Industry Averages
  8. 8. Golden Rules
  9. 9. Best Practices • Have an email strategy – stay inline with your overall marketing strategy • Keep a marketing calendar • Use a recognizable "from" name • Send your emails between Tuesday – Thursday, 9:30am – 3:00pm • Become a trusted sender – only use OPT in email addresses – offer a confirmed of opt in • Send useful, helpful, relevant and compelling content • Give tips and insight • Keep an idea pad at hand • Test your subject lines • Spell check and have a co-worker proofread with a fresh set of eyes • Test send the email to yourself or co-worker Golden Rules
  10. 10. Best Practices • Keep navigation of your website on the top of all emails • Clean and simple • Easy to follow flow • Show clear hierarchy of the importance of the content • Add hyperlinks to related material on your website • Check the plain text version to make sure it translated correctly • Link to specific pages on your website • Track your result and adjust where necessary • Allow people to sign up for your e-newsletter through your website Golden Rules
  11. 11. Don’t • Let the subject line be an after thought • Wait till the last second to slap a subject line on before you send • Use Red text • USE ALL CAPITAL LETTERS • Send incomplete information • Use excessive punctuation • Excessively use of "click here" especially in all capital letters • Excessively use of $$, and other symbols • Send a misleading (or missing) subject line • Use Spam-like words: Guarantee, credit card, etc. • Put all of the content directly into your e-newsletter Golden Rules
  12. 12. Best & Worst Subject Lines
  13. 13. Good Examples
  14. 14. • CLIENT: Kitchen Zinc • SUBJECT LINE: You're invited – Free Wine tasting at Kitchen ZINC • SENT: 159 • OPEN: 77 • OPEN RATE: 48.4% • STANDARD: 26.17% ! ! ! ! ! Examples
  15. 15. • CLIENT: FUZION Medical Aesthetic Boutique • SUBJECT LINE: Dr. Goodkind on Ct Style this Thursday at 12:30 • SENT: 1,092 • OPEN: 326 • OPEN RATE: 30.21% • STANDARD: 29.88% ! ! ! ! ! Examples
  16. 16. • CLIENT: Santa Energy • SUBJECT LINE: Rebates available - for a limited time only • SENT: 5,741 • OPEN: 3,011 • OPEN RATE: 53.36% • STANDARD: 23.86% ! ! ! ! ! Examples
  17. 17. • CLIENT: think creative group • SUBJECT LINE: think creative wins big [pencils] • SENT: 353 • OPEN: 158 • OPEN RATE: 50.64% • STANDARD: 20.52% ! ! ! ! ! Examples
  18. 18. • CLIENT: think creative group • SUBJECT LINE: Are you using Facebook in your marketing plan? • SENT: 243 • OPEN: 107 • OPEN RATE: 44.03% • STANDARD: 20.52% ! ! ! ! ! Examples
  19. 19. Action Plan
  20. 20. Take Action • Get in the game • Review your marketing goals for 2010 • Review your current email template • Plot out an eblast marketing calendar • Use your assets • Decide what company is the best fit • Grow your email list What you can do today
  21. 21. Heather S. Delphin, brand strategist heather@thinkcreativegroup.com

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