All of us receive promotional e-mails every day, most of them are annoying so that we didn’t even open it, but there are some interesting e-mails that people read, click and even make transaction.
To improve my internship company’s performance in the promotional e-mail case, I have researched so many things and finalize this report, I’m sure that it will help you to increase your promotional e-mail’s productivity too.
Open rate is the first information that we should analyze before improving our e-‐mail’s content. Two main factors that effect open rate directly are the e-‐mail’s title and sender address. People open e-‐mails from companies that they know and do business with. So that, “From” field should not be the personal e-‐mail from that company. Title tells readers what they can expect to read about or learn, so that try to give them a taste of what to expect and make sure it’s interesting enough to avoid the delete key.
If we look at the statistics about the open and click rate that marketingcharts.com provide, open rate is highest in the morning with 39.2% however e-‐mail sent in the morning has the lowest click rate 16.5%. Thus the highest is at the late afternoon with 21%. The other important factor is the length of the e-‐mail’s title. Subject lines less than 10 characters long boasted an open rate of 58%, 38% higher than the next-‐highest open rate, for subject lines of 50-‐59 characters in length (42%).
The most important thing is sending our e-‐mails with respect to customer’s data, gender, demographic information, age, and person’s trace in the web site or past data from the e-‐mail. The more personal information we provide the more they’ll tend to read our e-‐mails.
There is no exact formula to write a successful promotional e-‐mail, we should iterate every step, categorize customers as much as we can to offer personal e-‐mails to them. For example, a shoe boutique catering to fashionable teens might conduct an email campaign promoting a $10 iTunes gift card with every $100 purchase. But a discount type of shoe store targeting working moms on a budget might do better with a “buy one, get one half off” promotion.
Creating a sense of urgency is another important topic, because people will see the e-‐mail but they’ll delay to read or perform an action so that we should clearly identify our deal’s deadline in an interesting way. Customers will act if they feel like they’re getting something special or a bargain. Such as Get 10 percent off your total purchase with this coupon, this weekend only.” Or “Enjoy our employee discount when you spend $100 or more. Offer expires Saturday at closing.”
The other interesting thing is sending e-‐mails with partners to reinforce the impact of the promotional e-‐mails. Nowadays is a good time to for complementary businesses to do special email offers together that cross-‐promote to their audiences and increase each others’ mailing lists. For example, a bookstore partners with a coffee shop for a “buy a book, get a free cup of coffee next door” email special offer. Similarly, a graphic design firm could team up with a web developer, a veterinary clinic could join paws with a local groomer, a tax accountant could join forces with a small-‐business attorney, and so on. With this teamwork you will expand your voice and increase the subscribers in your mail list.
And finally using a reliable newsletter service plays huge role to having successful promotional e-‐mails. By using them, you’ll first save time, you don’t need to deal with sending an e-‐mail to thousands of your customers. You will be able to manage your subscribers, track their behaviors, get statistical data with respect to different variables and so on. There are two successful e-‐mail marketing software: http://www.getresponse.com/ and http://www.aweber.com/ and by tracking the results we will create better and more successful e-‐mails.