getting people to open emails - blue sky factory conference 2010
DESCRIPTION
Learn strategies and tactics to increase your open rates and get more eyes on your message.TRANSCRIPT
Baltimore, Maryland
Getting People to Open Your Email
November 10, 20101:00 to 1:45 pm Session
AgendaAgenda
• 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
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But first, let’s get a perspectiveBut first, let’s get a perspective
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2010: “It’s relationships stupid.”
1992: “It’s the economy stupid.”
But here are the basics:
Set expectations Build trust Signup process From address Subject line …and some other stuff
The BasicsThe Basics
There is no magic formula to get people to open your email.
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“Give me useful stuff” “Don’t waste my time” “Don’t annoy me” “Don’t break my trust”
What People WantWhat People Want
Stop. Don’t make this so complicated, because it is NOT.
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Follow the basics Continuously test (raise
the bar) Plan-Do-Check-Act Rinse and repeat
The Rules are fairly simpleThe Rules are fairly simple
Doing everything right will increase your open chances.
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Pay attention to your subscribers.Pay attention to your subscribers.
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Subject Lines
(5 things to watch)
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Get personal, really personal
Go beyond the name only
…and why did you collect that signup data?
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#1: Make it personal
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Long-winded people are boring. So are subject lines. Just like voicemail messages.
Less than 41 characters (sometimes they are cut-off)
Give them a reason to open
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#2: Keep it short
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Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#3: Earn their respect….fast
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Grab attention- be compelling
Create urgency, curiosity, exclusivity
Announce, share, inform Answer quickly: “what’s
in it for me?”
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#4: Simple is beautiful (and understated)
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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
Subject Lines: 5 Things to Do.Subject Lines: 5 Things to Do.
#5: Trick or Treat is Over
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“From Names”
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Personal- don’t go corporate([email protected])
“From Names” affect Open Rates.“From Names” affect Open Rates.
Just Be Yourself. And Be Consistent.
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Corporate- don’t get personal([email protected])
Pre-Header
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Pre-Headers affect Open Rates.Pre-Headers affect Open Rates.
This is important. It all starts here.
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A text preview of your email Call-to-action The “hook” to open and read
more
Other Factors
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How frequent you sendWhat day you sendWhat time you send
The more you test- and adjust- the more your results improve.
Other Factors affecting Open Rates.Other Factors affecting Open Rates.
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MEDEX - Set User ExpectationsMEDEX - Set User Expectations
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• What am I getting? • When/how often will I get it?• What does it look like?• What else do you have for me?
MEDEX - DeliverabilityMEDEX - Deliverability
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22% Inbox Placement = Unacceptable!
MEDEX – Deliverability (cont’d)MEDEX – Deliverability (cont’d)
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96.7% Inbox Placement = Much Better!
MEDEX – From AddressMEDEX – From Address
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Consistency is key.
•[email protected]•MEDEX Global Solutions•Sharon, MEDEX Global Solutions•MEDEX Global Solutions Marketing
MEDEX – Subject LinesMEDEX – Subject Lines
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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%
Control: •MEDEX March NewsletterTest Subject Lines:•March Newsletter - Hidden Threats Within Your Company•MEDEX Global Solutions Can Find Hidden Threats Within Your Company
MEDEX – Review Pane & Pre-HeaderMEDEX – Review Pane & Pre-Header
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MEDEX – TestingMEDEX – Testing
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TEST EVERYTHING! (Just not all at once…)
MEDEX – Measurement / AnalysisMEDEX – Measurement / Analysis
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• Develop your own metrics – “industry standard” probably doesn’t fit your company…