Email Marketing
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If you’re in marketing, you must work within certain constraints. The same way that the rules of etiquette don’t allow you to have a loud, profanity-laced argument in a restaurant, as a marketer you’re also not allowed to use certain language in your marketing, defame your competitors, say anything that is politically incorrect or insulting, etc. All very good rules, of course.
There are lots of discussions about subject lines, generally in the category of “how do I write more effective ones?” The person posing the question is interested in getting a greater response from their email marketing campaign: better open rates, more clickthroughs, increased conversions. All fine and good things… for YOU the email marketer. But what about your readers?
You're going to be facing more competition than ever this year, not just for your recipients' business but also for your spot in their inbox. Your best defense is your subject line, but now you have to ratchet up your efforts even more to stand out in the coming flood of offers, year-end round-ups, solicitations and outright spam.
What is a typical email campaign response rate? How often should you send email messages? How long should your newsletter be? What open and click-through rates can you expect from your email marketing? These questions indicate a general impression that there are industry benchmarks that can be universally applied to all email campaigns.
If you're like most e-commerce people, your business has just plunged headlong into the all-important fourth business quarter, culminating with the fast-and-furious holiday season. If you aren't a typical e-retailer, you may have gift subscriptions, downloads, etc., built into your program that can also be tailored to the season.
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