Q: What Has Better Engagement From Email Subscribers: Links or Images? A: A combination of both is best. If you can have an image that grabs the user’s attention, you can link it, but there should also be meaningful text that explains the message of the email. Links within the text make it very effective in that the user has multiple places to access the linked material.
Q: What do You Consider to be Successful Email Engagement And Why? Examples? A: A specific example is an email that is exclusive to those on the list. It clicks through to an offer that is only accessible by inputting the user’s email address. This address must be part of existing email list to be valid. Once validated, the user has access to print a special promotion with a unique barcode. They can bring that to the mall to redeem.
Q: What’s Your Best Advice For How to Choose Your Subject Line, And How Important is it to The Success of The Campaign? Any Successful Past Headlines That Stick Out to You? A: Avoid words like “FREE” or “WIN” words in all CAPS, and multiple explanation marks. These are all red flags for email servers that can result in your email being sent to Spam or Junk Mail. The subject line should be an enticing snapshot of the content of the email that makes the user want to read more. Think short and sweet and to the point. Consider your subject line to be your one opportunity to prove to your reader you have something of value to say, so make it count!
Q: In an Effort to Get Higher Open Rates, What Day of The Week and Time of Day is the Best For Email Delivery? A: Generally speaking, emails should be available to the user in the morning, on business days. The percentage of people that will read an email from their favorite Mall or Retailer on a business day in the office, is higher than those that will read it on a weekend with their mobile device. This targets users that likely have access to their email, and are checking in routinely throughout the day. The exception to this is in promotion of a specific event that is to occur on a weekend. The best target for this type of situation is to have it sent out in the morning on either a Thursday or Friday. This ensures the user will get the email with ample time to process the information prior to the event. You never want your audience to feel caught off guard, although inserting a sense of urgency is also seen as successful.
Q: What Will Make an Email Stick Out From the Inbox Competition? A: The content should relate to the user. Hopefully the user has taken the time to put some thought into what lists they subscribe to and what they are interested and willing to receive. If the content of an email reaches the user on a personal level, such as a great sale at their favorite store, an event with a local celebrity etc., they will likely not only read the content, but get excited and attend the event or sale. Knowing your audiences and catering your content towards them will help you differentiate yourself from all the other blasts they receive. Understanding a specific segment’s demographics and preferences can also help you target material accordingly. Author Profile: Todd Kreykes is a PlaceWise Account Executive email@example.com | 720.266.4290