The average email marketing campaign receives an open rate of 20% - 40% and can generate response rates that are up to twenty times higher than direct mail. If you want to maximise your read rates you need to find out what works best and who it works for.
Use this knowledge to decide the structure of your message and time for delivery. Remember Email Marketing allows you to be time critical, take advantage of this. Some people read their emails every hour, others do an early morning inbox clear out and then revisit them at lunch time.
Consider when you want your message to be read and the time it's most likely to catch your readers attention. Does your email have a weekend feel or will it need the reader to have their business hat firmly on? Most inboxes are busiest in the morning. Some email marketers send during the day to avoid this inbox clutter.
Make sure you have a clear idea of what you want to achieve before sending your email. Well planned campaigns will return much higher read rates. |
The 3 R's of Email Marketing
