According to emailexperience.org, emails that include the sender's name and/or branding in the subject line enjoy open rates up to 60% higher than those that don't. So knowing (and liking) who's contacting us is critical. But that's just the first step.
From terrific offers to important information, the value you deliver the first time customers or coworkers say open sesame has a huge impact on whether or not they'll let you in again and again. B-to-B, B-to-C or internal communications, the challenges are the same, at least when it comes convincing people to open up.
Preview panes, subject lines, time of day, day of the week--they've all been studied, and they all appear to play a part in how we make the hundreds of split-second decisions we make every day. The statistics boil down to one simple reaction: "What's in it for me?"
- If the email is from a client, my boss or from my co-workers, I open it because I love working here and I'd like to keep it that way.
- If it's from family or friends, I open it because I love them.
- If it's from anyone else, it's either relevant or it's trash.
Whether it's a person or a brand, all of these choices are based on relationships with the sender. We realize email's full potential when we create messages that cultivate positive relationships by delivering something our audiences' really want or need. This builds trust and trust builds loyalty. One study claims that in a consumer environment, loyalty-in the form of emotional connections with brands-allows companies to charge 20-200% more for their products or services.
When it comes to internal communication programs, developing these kinds of relationships may be even more valuable because we're connecting with people who help our companies succeed.
Okay...if you still want some stats, here are just a few regarding consumer open rates; but remember, it's really all about relationships:
- About half (41.1%) of consumers open an email because something in the subject line caught their attention.
- Half (53.7%) read the subject line first and then decide to open the email.
- The best subject lines according to consumers clearly state the offer (55.2%), promise immediate answers (30.3%) or promise to solve a specific problem (15.2%).
- Discounts work well (49.6%) as does having the brand name of the sender (48.8%), humor (14.1%), and personalization (11%).
If you found this information valuable, wouldn't you be more likely to open an email from me?
Check out a ton of great research here and read other entries about using email to reach your audience.
...
Insights
Q14: can you put a price on a "Eureka" experience?