Over half of opened emails deleted within two seconds: study

According to Ecoconsultancy, the bad news about email is this: over half (51%) of the emails that were opened were deleted within two seconds.

And, as they surmise, it’s not totally surprising. As I mentioned in an earlier post, I was trained as a fledlging direct marketing copywriter to envision the reader of traditional direct mail as standing over a garbage can (now, a recycling bin) as he thumbs through the mail, ready to dump yours in. It’s not a stretch to imagine an email reader with finger hovering over the delete button.

Ecoconsultancy’s report goes on to deliver the other side of the coin, however, aka the good news: “good email campaigns can deliver impressive results. For instance, in “the best email campaigns” Litmus tracked, 77% of the recipients who opened the email read it in its entirety. In a coupon-based campaign, 4% of opens produced prints, and in another campaign, 9% of the recipients forwarded the email to others.

Given how important email is to many businesses, and the role it can play in driving sales, Litmus’ data is a good reminder compelling creative and copy should are always a priority.” They also recommend techniques such as segmentation and multivariate testing to boost email marketing performance.

Personally, I lean most toward testing as a strategy for enhancing performance. As long as your list size can accommodate it (that usually means at least 5,000 names, preferably 10,000), it’s a way to immediately keep honing in on what works.

Top Rank makes a useful point about the importance and relative ease of performing landing page tests. “Many email marketing tools now offer built-in A/B page-testing capabilities, enabling marketers to test multiple page variations and measure the performance of each…Silverpop, CEO Bill Nussey suggests that advanced A/B testing and optimization can easily yield a 5% to 10% lift in conversion rates. Plus, because email solutions are automating what used to be a manual process, marketers can spend more time interpreting numbers and focusing on the creative.”

Speaking as a creative, I can attest to this fact. Testing means honing in on variables that can be geared toward response, which answers questions like “which subject line works better?” and “do they prefer this layout or that?” Contrary to what some marketers believe, DM copywriters and designers can find this freeing, rather than inhibiting.

Source: Latest Strategy & Planning content from Econsultancy