Under: Email marketing
According to SendGrid's 2018 Global Email Benchmark Report, readers are more likely to open their emails but less likely to click on the links in messages. The report found a sharp increase in opens overall—an aggregate open rate of 18%, up from 14.6% in 2017—and a click-to-open rate that continues to slump. While the aggregate click rate increased to 2% from 1.7% the year prior, the modest increase in clicks compared to opens meant the click-to-open rate fell from 11.6% to 11.1%.
"These changes reinforce our belief that recipients are becoming more discerning on what they click on," the report states. "While recipients may open more emails, they aren't necessarily going to click on links within the message."
It's good to send personalized email, but you better get the spelling right.
The opportunity to drive even higher engagement—mentioned earlier—will come courtesy of artificial intelligence (AI) and machine learning, the study says.And companies seem to acknowledge that, with 96.2% believing those tools can improve the customer experience. But the study also shows that 38% do not yet trust the effectiveness of AI.
"Moreover, marketers are concerned about the challenges of converting to those technologies. Of the 486 marketers polled, 70% are worried about the obstacles in implementing and training. An equal percentage are concerned about the hassles of switching or adding a platform. In addition, 67% fear giving up editorial control, and 54% added investment."
"Like any relationship, be honest and do what you say you are going to do," Hernandez advised. "Be clear." If your first email promises new benefits coming their way, those benefits should come.
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Brian Cuthbert of Diversified Communications, who recently delivered a webinar for us on Aligning Editorial Strategy with Sales and Marketing, has his editors reach out to five cancelled members each month to ask "What can we do better?" and see if they will come back. "We've picked up 3% of cancelled members by doing this," he said.
"The majority of your email success happens outside the envelope: the 'to' address, the 'from' address, the subject line, the preview, the format, and the deliverability. Nail them all and your success rates will increase. Period."
Email provider SendGrid wanted to reach donors so they tested an email with three forms of a teachers' thank-you note, hoping to bring people to a landing page.