Answers to Top Email Marketing Questions
With social media and mobile marketing getting a lot of attention on the street, there are people waving the white flag of surrender and crying, “Email marketing is dead!”
Not true! Email marketing is alive and well – as long as it’s done effectively. Ahh…there’s the rub!
When we work with businesses, one area of their marketing we focus heavily on is their email communication strategies for following up with leads and customers. Invariably we get asked the same questions time and time again.
And because we use the heck out of Infusionsoft, we do a lot of testing. So here are the top 5 questions everyone is asking…and the answers.
1. SHOULD AN EMAIL COME FROM A PERSON OR A BUSINESS FOR A BETTER OPEN RATE?
Excellent question that is hotly debated. We’ve done split tests and followed research, and it seems that in most cases emails sent from a real person’s address get opened more than emails sent from a company name.
If most of your contacts know your business by its name and not any one person in particular, you would definitely want to do your own A/B split test to check for yourself.
2. HOW MANY CHARACTERS DO YOU SUGGEST FOR THE SUBJECT LINE OF AN EMAIL?
We always have said to aim for 50 or less as each email provider has their own limit. But now that so many people open their email with their mobile devices, you may want to shoot for 20 characters. In the least, make sure that your most important information is positioned at the beginning of the subject line.
And speaking of characters, stay away from using exclamation points and excessive capitalization since many email providers often see these as SPAM triggers and will toss your email right into the SPAM/JUNK folder.
3. WHAT IS CONSIDERED A DECENT CLICK-THROUGH RATE FOR AN EMAIL?
We get this question all the time…first, it’s going to depend largely on the type of email being sent with invoices/receipts getting the highest click-through rate and blatant promotional emails the least.
Open rates are largely misunderstood – kind of like women – or men if you’re a woman 🙂 When you’ve been driving for hours on a trip to your folks at Christmas and your wife says “Honey, do you need to take a rest stop break?” what she really she means is “I NEED TO USE THE REST ROOM – NOW!”
Open rates are the same. They don’t tell you exactly what’s going on. They infer trends. Use them to know if you’re getting more or less engagement than the last email. But you shouldn’t necessarily compare them to other people’s rates. Good is relative within your own list only.
With that being said, the average click-through rate in the United States across all industries for all email types is about 5%…some reports say 4%.
Not too great, is it? That means if your list is 1000 people, only 40 people are clicking on your links.
The key is to mix your marketing mediums…offline, online, mobile, SMS.
Email marketing, in our opinion, will always be the Vanilla of ice cream flavors. But it’s always good to add in some scoops of Double Fudge Chocolate and Coffee Coffee BuzzBuzzBuzz! to keep things interesting.
Read the top 2 questions here. I can guarantee you’ve asked these questions…and I think you’ll be surprised with the answers.
Seize the day!