Getting People to Open Emails - Blue Sky Factory Conference 2010

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Learn strategies and tactics to increase your open rates and get more eyes on your message.

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Getting People to Open Emails - Blue Sky Factory Conference 2010

  1. 1. Getting People to Open Your Email November 10, 2010 1:00 to 1:45 pm Session Baltimore, Maryland
  2. 2. Agenda • Introductions • Sharon Mostyn – E-Commerce Manager, MEDEX Global Solutions • Doug Broujos – COO, Blue Sky Factory • The Basics • Factors Affecting Open Rates / Best Practices: • Subject Lines • From Names • Pre-Header • Other Factors • Wrap-up / Questions & Answers 2
  3. 3. But first, let’s get a perspective 1992: “It’s the economy stupid.” 2010: “It’s relationships stupid.” 3
  4. 4. The Basics There is no magic formula to get people to open your email. But here are the basics:       Set expectations Build trust Signup process From address Subject line …and some other stuff 4
  5. 5. What People Want Stop. Don’t make this so complicated, because it is NOT.     “Give me useful stuff” “Don’t waste my time” “Don’t annoy me” “Don’t break my trust” 5
  6. 6. The Rules are fairly simple Doing everything right will increase your open chances.  Follow the basics  Continuously test (raise the bar)  Plan-Do-Check-Act  Rinse and repeat 6
  7. 7. Pay attention to your subscribers. 7
  8. 8. Subject Lines (5 things to watch) 8
  9. 9. Subject Lines: 5 Things to Do. #1: Make it personal  Get personal, really personal  Go beyond the name only  …and why did you collect that signup data? 9
  10. 10. Subject Lines: 5 Things to Do. #2: Keep it short  Long-winded people are boring. So are subject lines. Just like voicemail messages.  Less than 41 characters (sometimes they are cutoff)  Give them a reason to open 10
  11. 11. Subject Lines: 5 Things to Do. #3: Earn their respect….fast 11
  12. 12. Subject Lines: 5 Things to Do. #4: Simple is beautiful (and understated)  Grab attention- be compelling  Create urgency, curiosity, exclusivity  Announce, share, inform  Answer quickly: “what’s in it for me?” 12
  13. 13. Subject Lines: 5 Things to Do. #5: Trick or Treat is Over  Subject line = email content  Think “preview”  30% people read emails in preview pane only  70% people at work use preview pane  Do not try and fool the subscriber  Complete the connection 13
  14. 14. “From Names” 14
  15. 15. “From Names” affect Open Rates. Just Be Yourself. And Be Consistent. Corporate- don’t get personal (TheChef@DebbiesBakery.com) Personal- don’t go corporate (DebbieThompson@DebbiesBakery.com) 15
  16. 16. Pre-Header 16
  17. 17. Pre-Headers affect Open Rates. This is important. It all starts here.  A text preview of your email  Call-to-action  The “hook” to open and read more 17
  18. 18. Other Factors 18
  19. 19. Other Factors affecting Open Rates.  How frequent you send  What day you send  What time you send The more you test- and adjust- the more your results improve. 19
  20. 20. MEDEX - Set User Expectations • • • • What am I getting? When/how often will I get it? What does it look like? What else do you have for me? 20
  21. 21. MEDEX - Deliverability 22% Inbox Placement = Unacceptable! 21
  22. 22. MEDEX – Deliverability (cont’d) 96.7% Inbox Placement = Much Better! 22
  23. 23. MEDEX – From Address Consistency is key. •mktginfo@medexglobal.com •MEDEX Global Solutions •Sharon, MEDEX Global Solutions •MEDEX Global Solutions Marketing 23
  24. 24. MEDEX – Subject Lines Control: •MEDEX March Newsletter Test Subject Lines: •March Newsletter - Hidden Threats Within Your Company •MEDEX Global Solutions Can Find Hidden Threats Within Your Company Open MEDEX March Newsletter Control 12.22% March Newsletter - Hidden Threats Within Your Company Test A 17.41% MEDEX Can Find Hidden Threats Within Your Company Test B 4.65% Test A vs. Control 42.47% Test B vs. Control -61.95% 24
  25. 25. MEDEX – Review Pane & Pre-Header 25
  26. 26. MEDEX – Testing TEST EVERYTHING! (Just not all at once…) 26
  27. 27. MEDEX – Measurement / Analysis • Develop your own metrics – “industry standard” probably doesn’t fit your company… 27

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