Laffitte Conseil

E-Mail Open Rates Hinge on 'Subject' Line

Personalized e-mails boost open rates, according to a MailerMailer study. The e-mail service provider found that personalized "subject" lines in particular increased the number of times recipients opened their mailings.

The "subject" line is so important that, even when marketers have recipients' permission, the wrong line can still mean trouble.

"The e-mail’s 'from' and 'subject' lines become key elements that help recipients quickly decide whether the e-mail is spam," said David Hallerman, senior analyst at eMarketer.

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'Welcome! Now Pass This E-Mail Along'

More than seven in 10 online retailers send out welcome e-mails to customers who sign up for their e-mail programs, up from 66% who did so in 2006, according to the The Email Experience Council.

The organization said that welcome e-mails were a good opportunity for viral marketing as well. Yet only 7% of welcome e-mails contained send-to-a-friend links or language, and only 2% contained refer-a-friend links.

“Getting the welcome message to a new subscriber in a timely manner is imperative today,” said Kara Trivunovic, director of strategic services at Premiere Global Services, in the council's report.

“If it is not delivered within 10 minutes of the subscription conversion, the opportunity is likely lost," Ms. Trivunovic said. "Strike while the iron is hot and the brand is top of mind.”

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Five Holiday E-Mail Marketing Do's and Don'ts

The holiday shopping season is 59 days away from its official U.S. launch on Black Friday, the day after Thanksgiving. This time of year can make or break your e-mail marketing program. Tune it up now to avoid mistakes once the season is in full swing.

My do's and don'ts will help you avoid some common traps.

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