Email marketing is a sticky tactic if you do not use it effectively. There are certain ways to read the numbers that will give you a better understanding of the influence you are having on your community. Recently, the EVP at my company, Pepper Group, wrote this piece for the staff members. It is an important piece of information on email marketing that you should see.
It is not clear on exactly what an “open” means in the email stats from an email system like Constant Contact or Act-On. As many of you rely on these to measure success, I think it’s important that you know what they are. We wrote this for a client and thought I’d share with everyone…
Open Rates: Here’s a great article that clearly articulates what an “open” is. In short, if the person views it through their preview pane but doesn’t “download pictures” it’s not counted as an open. Something like >70% or so of B2B prospects read email in a preview pane that’s automatically blocking images. So there are two approaches. The first is to make the email as clear and readable as possible without downloading pictures. This means that more people are more likely to see your message since it’s clear and right in front of them as text. The second approach is to obscure some information or put it into images so that the recipient has to download pictures in order to get the meat of the message. This means that fewer people will see the message, but those who do will also download pictures, and be counted as an “open”. This will give you a higher open rate statistic, but fewer readers actually seeing your message. We want the most people to read it as possible, therefore we design the message to be readable without having to download pictures. This means a lower open rate statistic, but a better overall result. Here’s a great article from Constant Contact that explains the meaning of an “open”. http://www.constantcontact.com/learning-center/hints-tips/ht-2009-06c.jsp
A greater number of B2B emails are being opened and viewed on mobile devices. The number was supposed to be 50% or more within a couple of years. So we have to be aware that our emails are more and more likely to be opened on a mobile device.
Is the text of your emails separated from the pictures?