Email Marketing – Science With A Personal Touch

Can There Be Anything New With Email Marketing?

Science of Email Marketing

Email has been around for a long time, so it might be natural to ask what more can one learn about email marketing.  But the truth is, every media shifts here and there and it the wise marketer that keeps their eyes on those shifts.  Particularly in light of the fact that email marketing remains one of the most effective online communications out there.

I just finished watching a presentation by Dan Zarrella, Social Media Marketing Scientist.  I’ve written about Dan’s research presentations in the past.  I always find them pretty informative and good food for thought.  Typically, he reports on Twitter research, but it was nice to see him turn his microscope onto email marketing.

Science of Email Highlights

Key research takeaways?

  • Dan presents some pretty steep email challenges gleaned from his research.  These challenges suggest email has to evolve to become more engaging and informative for readers and to stimulate the desired action for senders.
  • He highlights the subject line words that received the most and least clicks.  The pattern he uncovered suggests that the more one communicates about what is inside the email, the stronger likelihood it will be opened.
  • Vanilla subject lines don’t get clicked.  Rather, those that are on opposite end of the extremes – very positive or very negative – tend to get attention.
  • Symbol tricks such as question marks, parenthesis don’t seem to do much to get an email opened, whereas personalization has a strong positive impact.
  • When given a choice between HTML and text emails, most want the rich visuals.

There is a lot of additional information included in the study. Go ahead and sign-up for the presentation.  The presentation takes about an hour, but it goes quick despite covering a lot of material.

Let me know what you think of this research.
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Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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