Trying to get a sense of how well your emails are doing? Looking for email marketing industry norms? There are many sources out there but one
reliable source we highly recommend is DoubleClick for its quarterly email trend report.
View the Q1 2004 DoubleClick Report Now!
While comparing your stats to industry norms is interesting, we truly believe it's more important to compare your results against your results -
month over month, week over week, or whatever. It's that old "apples to apples" thing. So how are your stats and what can you do to make them better?
Challenge: Low Subscriber Retention
- Are you over-communicating with your audience?
- Are you sending content that's not targeted? Not timely? Not meaningful?
- Are you trying to do to many "hard-sells"? Product Pitches?
Challenge: Low Open Rate
- Are you using a "from" name that subscribers have heard of?
- Is your subject line short, benefit-driven and not more than about 8 words?
- Does the subject line look like Spam?
Challenge: Low Click-Through Rate
- Is your call-to-click in more than one location?
- Is your offer/call-to-action clear and compelling?
- Is your overall message too long and ignoring the ability to offer links to read more? Learn more? Visit your web site?
Want more help and insight? Contact us and arrange a strategy session! Until next month, keep monitoring
those email marketing stats!
Editor's Note: Watch for the September issue of Expresso/On Track when we dive into one of the biggest issues in email today ‚
deliverability!
About cardcommunications:
As an innovative e-marketing outsource solution, cardcommunications helps businesses deepen customer relationships,
influence client behaviour, build brand and boost revenue. These benefits are achieved though a wide range of e-marketing
programs including e-newsletters, e-promotions, and e-surveys - all built through a combination of permission-based strategies
and best practices. Serving local and national clients in government, education, high tech and retail sectors, the reach
of cardcommunications is broad.
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