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Don’t try to be cute or misleading in the subject line. Using “Re:” so it appears as if
you’re sending these individuals a reply to a message they’ve sent is deceptive. This
practice is now against the Federal law.
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Keep your subject line concise. Some ISPs will shorten the subject line to 30 or 40
characters. You want your recipients to open and read your email; you don’t need to tell
the whole story here.
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The most important thing to remember is that an open rate is only valid for people who
receive HTML emails. Make sure you evaluate your campaign performance with this
fact in mind.
Click Rate
Click rates usually fall in the 1-3% range. However, if you’ve got an amazing story to tell or great
deal to give, then we see it skyrocket to the 8-10% range. Anything over that you’re off the charts.
Again it all depends on that relationship you have with your customers.
Ideas:
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Test including more links in your email. We tested linking our article headlines and
squeezed some more clicks out of people. Make sure all of your images are linked as
well.
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Put your most important articles or offers above the fold or at the top of your email.
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Targeted, relevant messages not only receive higher open rates, they also receive
much higher click-through rates. Target your messages based upon your subscriber’s
demographics, preferences and interests, and past purchase history.
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Use graphics or pictures to explain your product, and make the graphic clickable to
direct readers to a web page providing more information.
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