Doran Robinson previously worked for healthcare information technology vendor athenahealth.
Tight subject lines, recipient’s name in line, brand names mentioned in subject line and body of message all boost response rates, says Worlddata/WebConnect.
E-mail has become a huge marketing channel for most retailers. But many are still learning the basics of how to get consumers to open messages, Jay Schwedelson, vice president of Worlddata/WebConnect, an e-mail list broker company, told attendees at the DMA`s Annual Catalog Conference in Chicago.
Schwedelson offered the following tips:
--The subject line is the most important line of an e-mail because it is what the customer sees first. "Many retailers spend all this time on the e-mail copy and just slap on a subject, when it should be the other way around," says Schwedelson.
--Identify the company so consumers know where the message is coming from.
--Keep the subject line to 40 characters or fewer.
--Repeat credible brand names in the subject line and again in the e-mail body.
--Personalize the subject line with a first name. Schwedelson says 90% of tests which include a recipient`s name have increased response rates.
Schwedelson says retail marketers should avoid anything in their e-mail subject lines that look like spam. Avoid all caps (SUPERSAVER), the fake reply (RE: How are you?), anything in quotation marks ("Guaranteed") and the line Important Message!