getting people to open your email (blue sky factory user conference)
TRANSCRIPT
Baltimore, Maryland
Getting People to Open Your Email
November 10, 20101:00 - 1:45 pm Session
Sharon Mostyn & Doug Broujos
Agenda
• Introductions
• Sharon Mostyn – E-Commerce Manager,
MEDEX Global Solutions
• Doug Broujos – COO, Blue Sky Factory
• Frame-up the Session
• Factors Affecting Open Rates / Best Practices
• Wrap-up / Questions & Answers
2
But first, let’s get a perspective
3
2010: “It’s relationships stupid.”
1992: “It’s the economy stupid.”
Get these right first:
Email opt-in process
Set the expectations
Follow-up quickly
Build & maintain trust
The Most Important Stuff are the Basics
There’s no magic formula to get people to open your email.
4
Pay attention to your subscribers. LISTEN.
5
“Give me useful stuff”
“Don’t waste my time”
“Don’t annoy me”
“Don’t break my trust”
What People Want
Stop. Don’t make this so complicated, because it is NOT.
6
MEDEX - Set User Expectations
7
• What am I getting? • When/how often will I get it?• What does it look like?• What else do you have for me?
Follow the basics
Continuously test (raise the bar)
Plan-Do-Check-Act
Rinse and repeat
The Rules are fairly simple
Doing everything right will increase your open chances.
8
MEDEX – Testing
9
TEST EVERYTHING! (Just not all at once…)
MEDEX – Subject Lines
10
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 Newsletter
Test Subject Lines:•March Newsletter - Hidden Threats Within Your Company•MEDEX Global Solutions Can Find Hidden Threats Within Your Company
Subject Lines
(5 things to watch)
11
Get personal, really personal
Go beyond the name only
…and why did you collect that signup data?
Subject Lines: 5 Things to Do.
#1: Make it personal
12
Subject: Let’s Go Shopping
Subject: Denise- Towson area Shopping Deals
Long-winded voicemails are boring. So are subject lines.
Less than 41 characters (sometimes they are cut-off)
Give them a reason to open
Subject Lines: 5 Things to Do.
#2: Keep it short
13
Subject: Really Cool Buying Opportunities Especially For You
Subject: Exclusive Two-Day Sale
No hard-sell sales pitch
You want emails from friends, relatives, co-workers (think about those)
ALL CAPS, $$$$, !!!!
Kill the spam risk
Subject Lines: 5 Things to Do.
#3: Earn their respect….fast
14
Subject: WANT TO SAVE $?? SHOP RIGHT NOW!!!
Subject: Exclusive Savings-Clothing, Shoes & More
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.
#4: Simple is beautiful (and understated)
15
Subject: Volunteer Opportunities
Subject: We Need Your Help Now.
Subject line = email content
Think “preview” 30% people read emails in preview pane only
70% people at work use preview pane
Do not try to fool the subscriber
Complete the connection
Subject Lines: 5 Things to Do.
#5: Trick or Treat is Over
16
“From Names”
17
Personal- don’t go corporate([email protected])
“From Names” affect Open Rates.
Just Be Yourself. And Be Consistent.
18
Corporate- don’t get personal([email protected])
MEDEX – From Address
19
Consistency is key.
•[email protected]•MEDEX Global Solutions•Sharon, MEDEX Global Solutions•MEDEX Global Solutions Marketing
Pre-Header
20
Pre-Headers affect Open Rates.
This is important. It all starts here.
21
“Your Daily Baltimore Groupon”
A text preview of your email
Call-to-action The “hook” to open & read more
MEDEX – Review Pane & Pre-Header
22
Other Factors
23
How frequent you send
What day you send
What time you send
The more you test- and adjust- the more your results improve.
Other Factors Affecting Open Rates.
24
MEDEX - Deliverability
25
22% Inbox Placement = Unacceptable!
MEDEX – Deliverability (cont’d)
26
96.7% Inbox Placement = Much Better!
MEDEX – Measurement / Analysis
27
• Develop your own metrics – “industry standard” probably doesn’t fit your company…
Security Newsletter Open Rate
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10
ASI CMI MEDEX
Q&ABlueskyfactory.com
410.230.0061
www.blueskyfactory.com @blueskyfactory