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    • Mon Feb 25, 2008

    Email marketing research keynote

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    Email marketing summitI am attending the Marketing Sherpa Email Summit in Miami today and will be making frequent mobile posts from the sessions.

    Stephan Tornquist from Marketing Sherpa opened the conference with some research findings.

    1. Email marketing’s picture in general is fading because getting through to swamped email boxes has gotten much harder, open rates at 25%
    2. Users of full service email marketing services are generally more successful - list segmentation is the key
    3. Shorten subject lines - 2 and 3 words increase open rates - see Seth Godin’s blog post titles
    4. Vary your templates - move ads and content blocks around to help with ad fatigue.
    5. You can double your media buy or start testing - effective landing pages are the key to driving conversion. Conversion rate is the key metric
    6. Content is more important than frequency

    Any open rate tips you’ve found that are working for you right now?

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    Posted by: John Jantsch on Feb 25, 08 | 7:07 am
    Category: Lead Generation, Mobile Post, email marketing | Tags: , , ,

    « Is your blog backed up? | Home | Is email certification an answer »
    • No doubt that landing pages are of utmost importance in email marketing campaigns. In my experience landing page testing has provided the most drastic changes in campaign performance.
    • Hi John,
      All of Stephan's finding's are excellent points that marketers should keep in mind when sending email campaigns. I'd like to point out that although users of full service email marketing services may be experiencing more success, it often comes with a hefty price tag. Marketers can also find success with self-serve email marketing services that also offer email tactics such as segmentation and email automation and are often more efficient and cost effective,. All kinds of users, self serve and full service, will get through the 'inbox noise' and improve open rates if customers are getting the right content at the right time and segmentation and automation can help marketers achieve success. Research from the Aberdeen group also demonstrates the value of automating campaigns to improve results - 79% of top performing organizations use, or plan to use, event-driven campaigns to increase marketing effectiveness.
    • Hey John,

      I'm justs starting our promoting my businesses via email, so initially sending to friends or acquaintances. Saying that, the 68% open rates are pretty good!

      Just starting a campaign for a client in the healthcare sector so will be monitoring headline click through success very carefully.

      Best wishes from England,

      Jon Moss
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