Email Do’s And Don’ts
I seem to have accumulated a number of email related articles in — where else — my email in-box, so here’s a bit of a clean-out.
First, a good overview of how your emails are being opened. This study from Campaign Monitor, which looked at 1.8 billion opens (be sure to check out the ‘Read More’), actually credits ‘only’ 41% of email opens to mobile devices. I note ‘only’ because most other studies I’ve seen credit mobile with over 50% of opens these days.
Mobile opens result in less click-thru’s … not good news for fundraisers or other marketers pitching a call-to-action. 59% of readers who open a campaign on a mobile device then do nothing; but 23% will open the campaign a second time, and that’s where the action is.
For depth of information, try either of these reports from email marketing agency Silverpop: 2014 Email Marketing Metrics Benchmark Study (includes comparisons of nonprofits to other sectors on measures like click-to-open rates and unsubscribe rates), and their e-book, Almost Everything You Wanted To Know About Email Marketing (a comprehensive 148 pages, everything from strategic insight to tactical tips).
Looking for something quicker? Try this article from Marketing Profs for things to avoid: How to Be the Worst Email Marketer in 10 Easy Steps (e.g., trick people into taking action, send attachments, use pitchy subject lines). Or, from Entrepreneur, the more positive: 13 Ways to Get Your Emails Noticed and Opened (e.g., send the email from you, use words that are emotional or sensory).
Finally, here’s an article from Direct Marketing News by someone who thought she had abandoned email for the likes of Twitter, texting, Instagram and Facebook, but then realized:
“Earlier this week I had an epiphany: I carry on conversations through email all the time—with marketers. Email marketers are always grabbing my attention with some of the most enticing, compelling, and informative email messaging. And I respond by either buying a brand’s products and services or extending the conversation to others or with the brands on social media.” Hellooo!
Email overdosed yet? According to the Wall St Journal, the average US adult spends 29 minutes a day checking email.
Tom
Behavioral Science Q & A
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