Getting People to Open Emails - Blue Sky Factory Conference 2010

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…