Here are 7 factors that drive e-mail open rates. Let me know what you think or if you want to add some of your own experiences.
Timing of Sending:
•Optimal follow-up after timing of consumer opening up
•Optimal link to best on-line purchase day (Monday or Cyber Monday)
Newness of receiver to e-mail
•New names are far more likely to open the e-mails for the first 30 days. Therefore use a special welcome series for the first 60 days that delivers a message relevant for that segment of your list.
Spam filter success
•Filters look at a lot of elements to determine of you are spam. Some examples: quality of html programming, words in subject line and urls for your links in your hotmessages. Therefore it is critical to test your subject line and try to motivate receivers to unblock image blocking. Ensure you have a “trouble viewing” link
Subject line:
•Try to limit to about 45 characters. The sender line should clearly identify your company and brand so it won't have to be repeated in the subject line.
•42.9 percent open based on subject line
Offer
• 25 percent open for discounts
•20.9 percent are motivated by free shipping
Pane view Screening
•
- Design the top of e-mails to include a 2-3 inch preview pane header area that is HTML and text only (no images). This area should include only copy such as article teasers, key offers and 'In This Issue' information that enables the subscriber to determine whether to read further and/or open the e-mail
Familiarity with content
•More than 60 percent of consumers opened e-mail from senders they knew and trusted. Even more impressive, 47.7 percent actually looked for the e-mails that they liked in the past.
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