What Effects Email Open Rates?

Yesterday’s post dealt with when consumers open emails and when they click on email offers.  There are many things that affect email open and click rates, your message or offer is probably the biggest reason.  But, there are other factors that play into it – here are a few:

•  Personalization: Personalizing the subject line increases the email on rate by 16%

•  Email Type: Among the four major types of commercial email- survey, event, appeal and newsletter – Event email had the highest open rate (39%) but surveys had the highest click rate (33%)

•  User device: Email receivers who had only had desktop computers had an open rate of 51% and a click rate of 15%.  Mobile only receivers had an open rate of 46% and a click rate of 5%.  Those who had both had open rates near 60% and click rates of 13%

•  Number of receivers: Emails with less than 50 receivers had open rates of 58%.  But emails with lists of 50-100 receivers had the highest click rate at nearly 30%.  Emails with over 250,000 recipients had an open rate of just 12%.

•  Subject line: Not just what it says but how long it is. Emails with less than 10 characters in the subject line had an open rate of nearly 60%

What Does This Mean To You?

As you can see the more targeted your email marketing campaign is, the better your results will be.  Email marketing is something that is effective if it’s done the right way.  There are many legal caveats when marketing your business through email.  The last thing you want to do is spam consumers or prospective customers.  Not only will you earn a bad reputation, it could hurt you financially.  Violations of Can-Spam laws can cost you up to $16,000 per violation.  Do you know with certainly who you are allowed to email, the kind of emails you’re not allowed to send or the format your emails legally need to be in?  Simple mistakes can cost your business a lot of money. For more information on effectively, efficiently and legally connecting with your target audience via email, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor

Source: Informz


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