E-mail marketers are always looking for the magic subect line words to inspire opens. It turns out that a simple "thank you" has that engagement power, per a recent study from Adestra shared by Ragan's PR Daily. E-mails with "thank you" in the subject line have the highest above-average engagement levels (+62%), according to the Adestra study of 3 billion e-mail attempts by 125,000 global campaigns conducted by organizations in four industries (retail/B2C, conferences/events, media/publishing, and B2B). The open-sesame power of "thank you" may be because many automated, transactional messages include the phrase, such as e-mail receipts sent by brands after customers complete online purchases. But, at the other end of the specturm, other often-used subject line words hurt engagement levels, apparently by making the e-mail read sound like work, with the worst-performing words including "journal" (-50%), "forecast" (-47%), "training" (-47%), "whitepaper" (-40%), and "learn" (-36%). More engaging for e-mail recipients were words that suggest timeliness, such as "bulletin" (+32%), "breaking" (+27%), and "order today" (+27%). For the full story: http://www.prdaily.com/Main/Articles/Study_These_words_will_make_or_break_your_subject_19472.aspx
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
Thursday, October 29, 2015
Tuesday, October 27, 2015
Smart Sign-up Tactics Harness E-mail List Power
If your digital marketing can't seem to gain traction with e-mail list building, a recent article from the Content Marketing Institute is a must-read. There's no arguing the acquisition power of e-mail, which is 40 times more powerful at acquiring new customers than Facebook and Twitter combined, per a recent McKinsey study. But coaxing site visitors and social followers to hand over e-mail addresses in volume seems to stymie many marketers. CMI article author Aaron Orendorff helpfully lists 11 different strategies proven to rev up e-mail list-building. To emulate Buffer, a social media marketing firm that doubled its e-mail list in just 30 days by combining eight strategies. marketers will want to implement a lot more than one of Orendorff's suggested e-mail gathering tools: Carrot content (also known as lead magnets or bribe-to-subscribe content); landing pages; “happy” opt-in buttons (a value pitch beyond "submit"); two-step opt-ins; entry pop-ups; exit pop-ups; “painful” opt-out buttons (opt-out as bad choice); end-of-post forms; in-line forms; sidebar forms; and contact forms. For real-life examples and explanations of how to get the most out of each strategy, read http://contentmarketinginstitute.com/2015/09/sign-up-strategies-email/
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