Stephanie MartinHead of marketing operations, Guardian ProfessionalInbox InsightToday we receive a mind-numbing amount of incoming email which clutters ourinboxes and destroys our time management. How do you get your emailopened, read and responded to in this sort of environment? This sessionexplores nine key things to consider before you hit send in order to improveyour response rates.
Why do marketeers choose email?• Email is the cheapest way of creating and sending marketing messagesever• Consumers would rather businesses contacted them by email than anyother channel• Email is extremely effective at delivering sales and conversions in otherchannels eg phone, in-store• Unlike web analytics and behavioural targeting, email is attributable: youdon’t just know what, you know who• The email inbox is a competition-free zone compared to a search resultspage
Email is a very personal method of communication‘Users tend to glance at websites when they need toaccomplish something or to find the answer to a specificquestion. In contrast, newsletters feel personal becausethey arrive in users’ inboxes, and users have an ongoingrelationship with them.Newsletters can create much more of a bond between usersand a company than a website can. The negative aspect isthat email usability problems have a much stronger impacton the customer relationship that website usability problems’Jakob Neilson and Amy Schade, Email Newsletter Usability
Consumer email trends• One in three people say the majority of emails are of interest (up from 1 in10,2010)• Email frequency at an all-time low: two emails a month per sender• 38% hold on to email for at least one week – 12% for one month• 22% use email as a nudge to go to url by another route• 50% receive emails from 20+ trusted brands each week“Recipientsunderestimate thenumber of emails theyreceive from brandsthey trust”Dela Quist,AlchemyWorx
Nine key things to consider before you hit ‘send’ in order toimprove your response rates1. Prospect list
2. Subject lineShould be:• Instantly understandable• Front-loaded for reader interest• Impactful enough to stand out amid a busy inbox• Related to the content of the emailShould not be:• Cryptic or ambiguous• Too clever or long-winded in getting to the pointThe Guardian Changing Media Summit returns for 201320% off Changing Media Summit 2013 | Huffington Post speaking | Networking lounge
3. Sender profile• Unambiguous sender information showing product or company name• Easy inbox retrievalSounds obvious but…From: Flying ClubWho? Virgin AtlanticFrom: Harry PotterWho? Borders Stores
4. Images5. Pre-header textHaving trouble reading this email? Click here to view online20% off Changing Media Summit | View email online“67% of emails receivedhave the images turnedoff.”Jay Schwedelson,President-CEO,Worldata
6. Scannability• Break content up with clear signposts, labels and calls to action• Choose a scannable layout to format your information such as a bulleted list,numbered steps or Q&A• Front-load your content• Use everyday, conversational language• Think about how you content will display as an email snippet or in preview panel
7. Offer• Exclusive, email-only• Serialisation – content, vouchers8. Personalisation Dear Stephaniex As an Ocado Smart Pass holder, we thought you might be interested in…
9. Call to action• Does your email content pass the SO WHAT test?• Do you have a clear sense of what you want your recipients to think, feeland especially do after looking at your email?• What’s the value of the message to the recipient?