Posts Tagged ‘deliverability’

I recently attended the Marketo Summit 2012 in San Francisco.  While I really enjoyed the opportunity to learn more about Marketo’s marketing automation software, I also was thrilled at the number of sessions focused on general marketing tips, tricks and best practices.

Some of the takeaways served as reminders, but many were inventive new ideas with case studies and testing to back them up! One of my favorite sessions was “Writing Better Emails and Landing Pages.” While crafting better emails for lead generation and lead nurturing is an age-old marketing topic, the presenter did an excellent job of really providing outside the box ideas for moving marketing emails from delivery, to open, to click thru!

Without further ado, here are some key takeaways from that session:

Email Marketing Timing:

  • Send emails early in the morning if possible.  Studies have shown that emails sent first thing in the morning are more likely to be read.
  • Schedule automated emails to be sent in a more human-like fashion. For example, rather than scheduling an immediate follow up email from sales prompted by a case study download (e.g., “Thank you for your interest in our services – would you like a demo? ”), schedule it to send out the next morning.  This makes the email appear less automated and more personable.

Email Marketing Subject Lines:

  • Keep your subject line to eight words or less – this keeps subjects short and sweet and more likely to be opened!
  • Use brackets in your subject line when possible to call out your offer.  This goal is to make it stand out in an inbox e.g., “[Webcast Tomorrow] Register Now!”.  Differentiating your email is key.
  • Address your recipient directly in the email and subject line – e.g., “What You Need to Know about Marketing Automation” versus “What CMOs Need to Know about Marketing Automation.”
  • Want to avoid being marked as spam? Don’t use “free” in the subject line.

Email Marketing Content:

  • Use bullets or numbered lists at the top of your email – people skim emails and you want your message as clear and concise as possible.
  • Always use clickable links versus URLs.  What does this mean? It’s the difference between “Visit our website” (hyperlinking to the site) versus “www.launch-marketing.com.” The first is a clear call to action and much more compelling.
  • Don’t use URL shorteners in your clickable links in emails. Sites like Bitly are awesome for Twitter or other places where you are limited to a word count, but using a shortened URL in your email links could mark it as spam and affect deliverability.
  • Always use a greeting/salutation such as “Hello [First Name].”  This makes your email appear more personal, and less like spam.
  • Here’s a new one – include typos in emails intentionally!  This typo tactic is used often by sales teams when sending out automated emails. Their goal is to appear as if they were typing the email at 7am at their desk and they happened to make a few typos as they were following up with each prospect individually.
  • Last but not least – have ONE call to action.  The best way to ensure your most important link is clicked is by providing only one option to click!

I hope you found these tips as insightful as I did.  If you have any to add, let me know – I’d love to add them to the list!

Interested in more B2B marketing tips and tricks? Read these tips to increase demand generation email response rates.  Also, follow Launch on Twitter & Facebook!

With Email Timing is Everything

September 19th, 2011 by Christa Tuttle

Wondering when to schedule the delivery of your next email campaign? According to a recent report by MailerMailer, your email’s scheduled delivery time plays a significant role in whether or not your emails will be opened and clicked. So when should you send? Below are some key findings:

  • Emails are typically opened during the morning hours between 7 am and 10 am. Emails scheduled to be delivered between 1 am and 5 am can expect higher volumes of email opens and clicks.
  • Rates begin to slowly decline around noon, indicating that emails are less likely to be opened in the afternoon and evening hours.
  • There is a trend in the early evening following regular business hours. Email marketers who scheduled their emails to be delivered between 6 pm and 7 pm local time experienced a considerable jump in their open and click rates.

In summary, choosing a delivery time early in the morning or in the evening when subscribers are home from work will give your emails the best odds of being opened and your message being read.

Email: What’s Your Image Dependency?

September 14th, 2011 by Christa Tuttle

According to a recent report by MarketingSherpa, only 33% of email users say they have images turned on by default in their email clients. So, before sending your next email, make sure you accurately communicate your message, without relying on the images to do it for you. A few quick tips to accomplish this include:

  • Use images sparingly (this is also a good idea to help prevent your email from being picked up as SPAM)
  • Use images as accents only, with the goal of generating quick recognition and drawing attention to key messages (i.e. recognizable header, large download buttons, etc.)
  • Keep all important content text-based, or repeat key image content in the email as text

In order to make sure your emails accurately communicate your messages, while maintaining a professional feel, without the help of images, be sure to preview your emails with the images turned off to accurately assess what your audience may see.