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Marketing Sherpa Gloria Rand Buffer Social
Marketing Profs Visualistan Kissmetrics
Get more insights about email marketing and open rates. Write to us at info@spanglobalservices.com.
Need databases to run campaigns? Call Span global Services at 877-837-4884.
Healthy Opens,
Wealthy Campaigns
Healthy Opens,
Wealthy Campaigns
Good open-rates are great boosters to start with
an email marketing campaign
The sender has to go through a lot of efforts to reach the correct readers’ inboxes. In the inbox also the mail’s future
is not safe. It runs the risk of going into the junk folder. To make the situation worse, if the mail even reaches the
inbox (and in its right place), corridor for the recipient’s noticing is very narrow. Increasing competition amongst
fellow marketers doesn’t make it any easier. So, how to get your message across?
Introduction:
Email Open Rate (EOR):
Profiting like Clock-Work
EOR (%)=
Emails Opened
Sent Emails - Bounces
100
Bounces = Un-delivered Emails
(Temporary reasons = soft bounces;
Permanent failures = hard bounces)
Challenges Faced by Emails before being opened
Top 10 bricks in the wall:
Business Email opens also differ amongst campaign categories:
Poor deliverability –
hard & soft bounces
Lengthy
Attachments Long time to open
High numbers of
business mails
Unattractive
subject lines
Spam reports
Lack of
responsiveness
Narrow time corridor
Unsatisfactory
sender information
Too frequent mails
Source: Span Global Services
11-13%
22%
15%
15-20% B2C Campaigns
Non-profit Mails
B2B Campaigns
Prospect Mails
There’s a right time for everything! It’s true for your emails too. With so much content landing in your prospect’s inbox
every day, he is skimming more mails than he’s reading. To be at the center of his attention (or at the top of his
conversation list), it’s very important to land the mail at his/her convenient time – not yours!
Email Open Rates(By Hours of the Day)
Email Open Rates (By Days of the Week)
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
10%
20%
30%
40%
0%
50%
......................................................................
......................................................................
.................................................
.........................................
.........................................
.........................................
.........................................
40%
30%
26%
24%23%
26%
42%
Weekends are the best time within the week to send mails.
12AM
10%
20%
30%
40%
0%
50%
......................................................................
....................................................
.................................................
...............................
.........................................
...........................................................
.........................................
32%30%
20%
30%
40%
34%
29%
Early mornings are the best time to send email campaigns.
5-8 AM is ideal for maximum readership.
4AM 8AM 12PM 4PM 8PM 11PM
30% 29%
31%
50%
53% 52%
32%
28% 29%
24%
21%
19%
25% 26%
30%
29%
30%
60%
Source: BufferApp
Source: BufferApp
Breaking down the Hours
Subject Line Mistakes
Mobilization
Points to Remember:
Email Opens on Mobiles – how many companies are actually adapting
to the new trend?
Which Campaign – When?
12
9 3
6
1
2
4
7
8
10
11
5
10PM – 5AM
Late Night
12PM - 2PM
Lunch Time
2PM - 4PM
Work Again
4PM- 6PM
Done for the Day
Post lunch work hours.
Not as strict as the
morning hours. financial
propositions can be
placed during this time
of the day. Formal
5AM – 9AM
Before Work
The beginning of the working day. Good
time for featuring main offers. Also time
for informative newsletters as news of
the day.
Day’s routine work almost done.
Main finance and future plans
are addressed during this time.
Promotions addressing real
estate and investment issues
are likely to be opened.
The Dead Night hour.
Most mails sent at this
hour are ineffective.
9AM – 12PM
Work Time
52%
27%
29%
22%
It’s time for the
prospect to catch on
some lunch and
afternoon news. No
promotions here as
well.
23%29%
29%
Work time. Absolutely
not to be disturbed,
unless consented.
Cases of unsub-
scribes/report spams
are the highest during
this hour.
8PM – 10PM
Deals of the Day
6PM – 8PM
Working Late
After work hours. The
prospect is most likely
to open personal mails.
It’s the best time to
interest him/her in B2C
promotions.
Routine work being over, this
is the prospect’s added time
at work. Time to concentrate
on B2B promotions. Great
opportunity for holiday offers
also.
30%
Subject line is the only part of the mail that is visible before it has been opened. The silver-bullet subject line is an
illusion. In fact, while trying to achieve that, marketers cram pre-headers and subject lines with excess information
and aggression. As a result, they either end up insulting the reader’s intelligence or getting skimmed.
Give the simplest description of the information inside the mail.
Avoid Spam-trigger words like “Offer”, “Discounts”, “Free” etc.
A personalized email subject line always connects better with the reader.
Allot extra time in the work-flow for creation of subject lines.
Keep the from-name and address intact throughout. These also appear with the
subject line.
The ideal length of a subject line is 29 characters.
Subject lines with the word “secrets” get the highest number of opens.
above open mails in
smartphones
60% above use smart-
phones or tablets or
both
80%
Source: Span Global Services
1% 24%
31%44%
rely Fully on responsive mails
send More than Half of their campaigns
in responsive format
send Less than Half campaigns in
responsive format
have not applied responsive mails on
any level whatsoever
Source: MarketingProfs
Where’s the Party? Who is leading the pack?
5%
10%
15%
20%
0%
25%
30%
35%
40%
45%
Email Open Rates on Mobile Devices
It is predicted, that by the end of 2015, Desktop will be superseded by mobile devices as the Numero Uno
digital commerce platform for purchases.
Mobile devices are already leading digital market purchases by 12.7%.
Source: Gloria Rand
29%
29%
5
.
Recipients judge
only the subject
line while Reporting
Spam.
Recipients check
only the subject
line before opening
the mail.
35%
69%
*
*
* percentage expresses EOR for corresponding period
Source: BufferApp
World Population
iPhone Desktop iPad Android Android Tab
The world is going mobile. So is email!

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Good open-rates are great boosters to start with an email marketing campaign

  • 1. Source: Marketing Sherpa Gloria Rand Buffer Social Marketing Profs Visualistan Kissmetrics Get more insights about email marketing and open rates. Write to us at info@spanglobalservices.com. Need databases to run campaigns? Call Span global Services at 877-837-4884. Healthy Opens, Wealthy Campaigns Healthy Opens, Wealthy Campaigns Good open-rates are great boosters to start with an email marketing campaign The sender has to go through a lot of efforts to reach the correct readers’ inboxes. In the inbox also the mail’s future is not safe. It runs the risk of going into the junk folder. To make the situation worse, if the mail even reaches the inbox (and in its right place), corridor for the recipient’s noticing is very narrow. Increasing competition amongst fellow marketers doesn’t make it any easier. So, how to get your message across? Introduction: Email Open Rate (EOR): Profiting like Clock-Work EOR (%)= Emails Opened Sent Emails - Bounces 100 Bounces = Un-delivered Emails (Temporary reasons = soft bounces; Permanent failures = hard bounces) Challenges Faced by Emails before being opened Top 10 bricks in the wall: Business Email opens also differ amongst campaign categories: Poor deliverability – hard & soft bounces Lengthy Attachments Long time to open High numbers of business mails Unattractive subject lines Spam reports Lack of responsiveness Narrow time corridor Unsatisfactory sender information Too frequent mails Source: Span Global Services 11-13% 22% 15% 15-20% B2C Campaigns Non-profit Mails B2B Campaigns Prospect Mails There’s a right time for everything! It’s true for your emails too. With so much content landing in your prospect’s inbox every day, he is skimming more mails than he’s reading. To be at the center of his attention (or at the top of his conversation list), it’s very important to land the mail at his/her convenient time – not yours! Email Open Rates(By Hours of the Day) Email Open Rates (By Days of the Week) SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY 10% 20% 30% 40% 0% 50% ...................................................................... ...................................................................... ................................................. ......................................... ......................................... ......................................... ......................................... 40% 30% 26% 24%23% 26% 42% Weekends are the best time within the week to send mails. 12AM 10% 20% 30% 40% 0% 50% ...................................................................... .................................................... ................................................. ............................... ......................................... ........................................................... ......................................... 32%30% 20% 30% 40% 34% 29% Early mornings are the best time to send email campaigns. 5-8 AM is ideal for maximum readership. 4AM 8AM 12PM 4PM 8PM 11PM 30% 29% 31% 50% 53% 52% 32% 28% 29% 24% 21% 19% 25% 26% 30% 29% 30% 60% Source: BufferApp Source: BufferApp Breaking down the Hours Subject Line Mistakes Mobilization Points to Remember: Email Opens on Mobiles – how many companies are actually adapting to the new trend? Which Campaign – When? 12 9 3 6 1 2 4 7 8 10 11 5 10PM – 5AM Late Night 12PM - 2PM Lunch Time 2PM - 4PM Work Again 4PM- 6PM Done for the Day Post lunch work hours. Not as strict as the morning hours. financial propositions can be placed during this time of the day. Formal 5AM – 9AM Before Work The beginning of the working day. Good time for featuring main offers. Also time for informative newsletters as news of the day. Day’s routine work almost done. Main finance and future plans are addressed during this time. Promotions addressing real estate and investment issues are likely to be opened. The Dead Night hour. Most mails sent at this hour are ineffective. 9AM – 12PM Work Time 52% 27% 29% 22% It’s time for the prospect to catch on some lunch and afternoon news. No promotions here as well. 23%29% 29% Work time. Absolutely not to be disturbed, unless consented. Cases of unsub- scribes/report spams are the highest during this hour. 8PM – 10PM Deals of the Day 6PM – 8PM Working Late After work hours. The prospect is most likely to open personal mails. It’s the best time to interest him/her in B2C promotions. Routine work being over, this is the prospect’s added time at work. Time to concentrate on B2B promotions. Great opportunity for holiday offers also. 30% Subject line is the only part of the mail that is visible before it has been opened. The silver-bullet subject line is an illusion. In fact, while trying to achieve that, marketers cram pre-headers and subject lines with excess information and aggression. As a result, they either end up insulting the reader’s intelligence or getting skimmed. Give the simplest description of the information inside the mail. Avoid Spam-trigger words like “Offer”, “Discounts”, “Free” etc. A personalized email subject line always connects better with the reader. Allot extra time in the work-flow for creation of subject lines. Keep the from-name and address intact throughout. These also appear with the subject line. The ideal length of a subject line is 29 characters. Subject lines with the word “secrets” get the highest number of opens. above open mails in smartphones 60% above use smart- phones or tablets or both 80% Source: Span Global Services 1% 24% 31%44% rely Fully on responsive mails send More than Half of their campaigns in responsive format send Less than Half campaigns in responsive format have not applied responsive mails on any level whatsoever Source: MarketingProfs Where’s the Party? Who is leading the pack? 5% 10% 15% 20% 0% 25% 30% 35% 40% 45% Email Open Rates on Mobile Devices It is predicted, that by the end of 2015, Desktop will be superseded by mobile devices as the Numero Uno digital commerce platform for purchases. Mobile devices are already leading digital market purchases by 12.7%. Source: Gloria Rand 29% 29% 5 . Recipients judge only the subject line while Reporting Spam. Recipients check only the subject line before opening the mail. 35% 69% * * * percentage expresses EOR for corresponding period Source: BufferApp World Population iPhone Desktop iPad Android Android Tab The world is going mobile. So is email!