Alchemy Worx, an digital marketing agency that specializes in email, created an infographic on email marketing that included some surprising statistics that run counter to conventional wisdom. Here’s what their research uncovered – and what it means for small business owners:
85% of emails are opened 2 days after receipt
So much for carefully scheduling emails, especially when you consider that 32% of purchases take place 2 weeks after an email is received. What to do? Well, when you consider that emails are more often interacted with on weekends (that information courtesy of Dan Zarrella), experiment with sending your emails out on Wednesdays, Thursdays, and/or Fridays to see which day results in more opens and click-throughs.
20% of your annual email openers do so after being inactive for 6 months
Instead of automatically removing inactive subscribers at the 6-month mark, wait for a year and then send them an email saying, “Hey, we’ve noticed you haven’t been reading our emails. Would you still like to receive information from us on [insert subject/topics here]?” Remind them how they’ll benefit from your emails. If they choose to unsubscribe, you did your best.
Sending 4 emails a month instead of 1 doubles the number of people opening one or more emails
In this case, less is not more! Don’t panic about finding enough content to share once a week, though. You don’t need to send out a long email every week; a short one with one valuable tip or piece of news is perfectly fine. Focus on sharing useful information, not a lot of information.
Subject lines under 60 characters increase opens; those over 70 characters increase clicks
This is rather common sense – give people enough information in a subject line so they’ll know what the email contains and allow room to be creative so your readers’ interest is piqued. Instead of writing a subject line that is all keywords – “Email Marketing Tips” – write one that shares a benefit – “3 Email Marketing Tips That Will Increase Your Open Rates!”
“Spam” keywords have little or no effect on sending an email to the junk folder
This really surprised me, so once again I turned to Dan Zarrella for confirmation. In his book “The Science of Marketing,” he lists the words that are more likely to result in a click and those that are least likely to result in a click. The only “spammy” word that showed up was “free” – on the more-likely-to-result-in-a-click list. Go figure!
What statistic surprised you the most? How will you adjust your email marketing as a result?
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Image courtesy of Alchemy Worx