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Hello
In last month's issue you may remember our feature article was by
AOTA's Craig Spiezle, and it announced a call to action for all
brand owners to ensure they are authenticated by November 1 2008 -
in order to be ready for the Holiday Season.
So we're pleased to announce that as a DMA Council, we are
supporting this initiative by developing an Authentication
Whitepaper and holding a webinar to support it. The dates for the
release of the whitepaper and the webinar will be announced shortly
on our blog.
Meanwhile, in this issue we have a revealing look at subject
lines and the intriguing finding that length does matter!
Kath Pay, Editor, Infobox
Managing Director,
Ezemail
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Subject
lines – length does matter
Have you
ever asked or wondered what subject lines work best?
Conventional wisdom - backed by recent studies - would have it
that short subject lines of less than 50 characters generate
the best open rates. A new study conducted by Dela Quist and
his company Alchemy Worx Ltd, which was just published this
week, is about to turn current thinking on what makes a good
subject line on its head!
They analysed over 600 subject lines and 200 million email
messages for the study which shows an unexpected relationship
between click-to-open rates and subject line length,
suggesting very strongly that previous studies may have led
email marketers seriously astray...
Follow this link to find out everything you need to know
about constructing perfect subject lines. Read
More
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Use it or lose it
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Your database is one of
the major influences in determining the success of
your campaign, so investing time in collecting and
managing your data is a very important factor.
James Bunting of Communicator Corp looks at how
you are best to go about both collecting and
maintaining your data for optimum results. Read
More
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Use serialisation to increase
readership |
Serialisation is one of
those marketing concepts that we know, somewhere
in the back of our heads, works. However, how many
of us actually utilise it? Yes, it may require a
bit more planning and organisation - but what
email campaign has ever suffered from too much
preparation? In this article Kath Pay of Ezemail
looks at serialisation of content and offers and
the concepts behind why it works. Read
More
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Q4 Benchmark Report: the three
key issues for email marketers |
Return on investment and
improving email delivery are the biggest issues
facing email marketers according to the latest
National Email Marketing Benchmarking report for
Q4 2007.The quarterly report, issued by the DMA's
Email Marketing Council and surveying leading
ESPs, also showed that building lists, managing
client reputation and creating content were also
key issues for email marketers. Read
More
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EEC's 2008 Retail Email
Unsubscribe Benchmark Study |
This study, which examined the opt-out
practices of 94 major online retailers, looks at
trends in the opt-out process itself, including
the alternatives to opting out, opt-out methods
and friction in the unsubscribe process; and
examines the honoring of opt-out requests.
Some of the key findings of this study
were:
- 9% of online retailers studied provide a one
click unsubscribe method, whereas another 35%
could easily implement this
- 16% of retailers gave those trying to
opt-out an opportunity to reduce the frequency
at which they receive emails
- 17% of retailers solicited feedback from
those that had opted out
- The importance of having an easy
unsubscriber process in order to deter the
subscriber from using the very easy to use and
handy complaint button as a fallback
Download
the Report(Available to DMA members only)
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