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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

Email marketing is not dead

Answered => “Email: What factors improve the chance that you read an email?” on Quora.

http://www.quora.com/Email/What-factors-improve-the-chance-that-you-read-an-email

=> My answer…

Obviously, the subject line is important. But to that I’d like to add that it must be relevant too. In other words, if you can manage to segment your list and use targeted subject lines that might help better than one size fits all.

Then as Martijn Sjoorda mentioned it’s the preview window. I wish I had a five’r for every blasted email I’ve received – wanted or not – that wasn’t designed to be preview friendly. Really? They still make emails like that?

The subject line doesn’t necessary have to trigger an open. But it does have to get them interested enough to preview it. And then in the preview there should be 3 to 5 headlines that are links to whatever is further down the email page. If you’re expecting open > scroll then your expectation are way too high.

I would also recommend experimenting with send day+time. Perhaps Friday afternoons are better than Monday mornings, or the other way around. For some weekends are probably great but for others weekends might cause your open rate to bottom out.

Also, while slightly outside the scope of the question, I’d like to add that you should be sure to get some analytics in place. Typically, open rates can be deceptive so you should also properly tags the links in your emails so you can track any real traffic these email pull in via (for example) Google Anayltcis. Views and open rates are helpful but ultimately (I presume) you’re trying to drive action. In other words, a subject line could have a lower open rate but a higher trigger rate for the action you’re looking for. What you learn from your analytcis is important to crafting and adjusting your strategy and tactics going forward.

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