The Easiest way to enhance the open rate and click rate for email marketing
by MarsOcean on December 24, 2007
中文摘要：
如果你想让自己的Email营销邮件被更多人打开和点击的话，你的邮件标题：
1. 需要包含你的公司名字
2. 不要出现产品价格
3. 不要出现具体产品细节信息
Author: MarsOcean
Source: www.marsopinion.com
What are we talking about? (It’s important!)
Permission-base email marketing to promote sales.
What do we want?
Enhance the open rate and click rate with least effort.
How to?
Click rate is relevant to open rate, and open rate depends on the attractiveness of the email subject. Therefore the easiest way to reach
our goal is to optimize the email subject.
Experiments: …
Related References: …
Conclusion:
1. Do mention the company name in the subject
Example: [Amazon Deals!] Special Saving for Thanksgiving – Limited Time Offers! is better than Great Deals! Special Saving for Thanksgiving – Limited Time Offers!.
Why? People subscribe your newsletter because they trust you, but if you do not shout out your name to let them know it is from you, your mail may get the same treatment as a spam.
2. Do NOT list price in the title
Example: [Amazon Deals!] 10-day MBA program! and Special Gifts give away! is better than [Amazon Deals!] 10-day MBA program! only $19.99, and Special Gifts give away!!
Why? Our customers know it is a promotion if the product name is in the subject, they will open the email if they are interested in the product. But if you list the price too early, they can make a quick judgement before open the mail and you lose the chance to tell him details and promote other merchandises.
Sure, if the product is well-known (like iPod), and your price is lower than anyone expects, you still can have a try:).
3. Do NOT mention the specific product in the title
Example: [Amazon Deals!] Digital Cameras, Thanksgiving BIG Deal, and Storage Cards Giveaway! is better than Canon PowerShot A720 IS 8.0 MP! BIG Deal, and SD cards Giveaway!
Why? Most of the time, your mail includes more than 1 product to promote (usually 10 ~ 25). Listing the product detail in subject may cause misunderstanding that the email only contain this product and people who dislike this one won’t even bother to open it.
Believe me. I just know it. : P
6 comments
恩，这个结果是统计学意义上所谓“绝大多数人的习惯”吧？其实，还是有一部分人如果没看到明确的产品名和有吸引力的价格就会看也不看，直接删除邮件的。。。我就是其中一个。。。（做MKT的rx同学会不会很痛恨我们这种人，呵呵）
有没有什么方法可以发现这部分人，比如能够探知用户是否没看邮件直接删除这样的技术？然后针对有这种习惯的人，重新设计一个邮件subject？要不然，营销的有效性上来先乘一个百分数，很不爽的样子。。。
by Sun on December 24, 2007 at 6:47 pm. #
@Sun:
确实是统计意义上的结论：），就目前我接触到的东西而言，BT还是一种看上去很美但是没人去用的东西。。。
“比如能够探知用户是否没看邮件直接删除这样的技术？”这个技术被广泛使用中：），很简单的。
你的思路其实是根据客户行为做Behavior Marketing:)，思路都有的、提供相关解决方案的公司也很多。不过奇怪的是目前来看大公司都很少去用它:S。。。可能还要过几年吧。
如果感兴趣的话，可以多看看Amazon相关的东西，他们家这块很强，非常强。。。
by MarsOcean on December 24, 2007 at 8:08 pm. #
soga~~~有没有写的比较好的推荐下：）
by Sun on December 25, 2007 at 1:40 am. #
看完有一点点想说的,关于你提到的第二点
2. Do NOT list price in the title
…..10-day MBA program! only $19.99….
is better than
…..10-day MBA program…..
是不是写反了?
by Kane on December 25, 2007 at 2:17 am. #
@Kane: 谢谢Kane, 改过来了：）
@Sun: 嗯，大部分知识好像都不在公开的平台上。你如果感兴趣可以看看www.imediaconnection.com，这里的资源是免费的（所以感觉有些像软文），上面经常讲这一类的内容。不过大多都很空泛，都属于看着很有道理，怎么做不知道的那类，呵呵。
by MarsOcean on December 25, 2007 at 2:35 am. #
[...] 之前写过为了提高营销类电子邮件，邮件标题最好： [...]
by Mars Opinion on January 8, 2008 at 10:48 pm. #