Email marketing should be more than just following urban marketing legends
Alchemy Worx email marketing agency always provides lots of statistics around email marketing metrics, and they don’t disappoint with this infographic – offering up some myth-busting insight.
Myth: ‘The best time to send emails is 3pm on Thursday’
- 99% of opens happen in the first two days (no matter what day they are sent)
- 95% of them are opened in the first 24 hours (no matter what day they are sent)
- 70 – 85% of them in the first two hours (no matter what day they are sent)
- Only 21% of purchases happen within two days of receiving an email (no matter what day they are sent)
- 32% of purchases take place two weeks after an email was sent (no matter what day they are sent)
What does this means for you? A recent MarketingSherpa send day effectiveness study found Tuesday the best day to send. But the six metrics listed above show that opens and clicks can happen long after you sent on the ‘best day’ to send. What you need to do is track and benchmark your own metrics to build a profile of what works best for you. What are your products and services, is there an action that is time sensitive? What is the point post-send that you should measure to get total activity insight from your campaign?
Myth: ‘You should stop sending to ‘inactive’ users after 6 months’
20% of your annual openers do so after being inactive for 6 months.
What does this means for you? Don’t automatically remove non-openers without a full audit of your campaign activities, results and delivery review. Use segmentation to plan a campaign around your non-openers – here are some ideas.
Myth: ‘Short email subject lines give better results’
Under 60 characters increases opens – over 70 characters increases clicks.
What does this means for you? – Opens don’t give you the full story – review your campaign clicks as well… and drill down to specific clicks that relate to your call to action (Look beyond the open rates). The first two words will certainly be important in a subject line, as they are the only part of the subject line that will be guaranteed to appear in all devices. Place special emphasis on the first 20 characters (or first two words) – but past that test to see what is getting the best result.
Myth: ‘Emails end up in the spam folder because of subject lines’
According to 540bn sent emails, ‘spam’ keywords have little or no effect on ending up in the junk folder (e.g. affordable, no cost, FREE, best rates, risk free, extra income)
What does this means for you? Test all of these myth-busters yourself, Testing is such an important element to establishing what works best with your own unique database of subscribers. And thanks to the agility of email software technology available to you today you can easily test, segment, and measure for the very best results and ROI.
- Alchemy Worx client data
- DMA, Email Tracking Report 2012
- eDataSource, EDS Analyst data. We analysed inbox placement of 180mn emails which went to the EDS panel, corresponding to 540bn email messages, Jan 2012 – Sept 2013
- Six case studies and infographics on the optimal time to send emails – Econsultancy blog post
- Merkle, View from the Digital Inbox 2011
- Return Path, INbox Insight data, Alchemy Worx analysed spam reporting for the 13bn emails sent between May – July 2013