Openers: unique users who have opened at least one email in a campaign.
The five factors that directly affect the opening behavior of an email are: the from (the sender's ID), the subject, the time of sending (day and time), the user's namibia business email list previous experience with other emails received from the brand and finally the deliverability. A poor opening rate can be improved by identifying which of these factors affect these results and optimizing them.
Clickers: unique users who have made at least one click after opening an email in a campaign. The three key factors that influence the click rate are the offer, the relevance of the content in relation to the user's expectations and the number of clickable links.
Reactivity is a metric that indicates the degree of interest in the content among our audience. We have analyzed the annual evolution of the databases of a company in the Tourism sector and another in the Retail sector from the perspective of Open Rate and Click To Open. The two databases have similarities: the main source of data collection has been offline (Hotels in one case and high-street stores in the other). On the other hand, in both cases no online acquisition action has been carried out, that is, online registrations have occurred organically (registration on the site and e-commerce).
Open Rate In both cases, an upward trend in the open rate is perceived in both databases. In the case of the Tourism company, the increase in the open rate in the last twelve months has been 60%. In the retailer, the increase has been 30% . An important factor in the increase in the open rate responds to specific actions carried out throughout the year, such as the implementation of AB testing of from emails and subjects, the improvement of deliverability or the cleaning of the database. A very relevant aspect is that despite having increased the number of monthly shipments significantly throughout the year, users continue to maintain an interest in discovering what content the brands have for them. In this post we talk about the relationship between sending volumes, unsubscriptions and revenue per email. Click To Open In the case of Click To Open we see that the trend is the opposite. In the Tourism company it has been decreasing by 40%, while in retail it has decreased by 23%. Unlike what happens with improving the open rate, improving the click to open is more difficult to achieve. The two main resistances that we encounter in the agency when implementing changes that improve the click to open are:
Restrictions from a branding perspective . For example, respect for brand positioning is often prioritized at the expense of other more commercial aspects (discounts, calls to action).
An excess of product orientation . We find that many companies, despite having CRM departments and striving to carry out truly relational marketing (link), continue to operate under a product/market paradigm . In this context, Email Marketing is seen as an effective channel to communicate product news to the entire database, and not as a relational marketing tool that allows each group of users to be informed of the content that will have the best response from them.
At Digital Response we believe that branding restrictions can be, in most cases, justified, so we as Email Marketing professionals are trying to find a way to make email marketing more agile and respect the brand image (a paradigmatic case in this sense would be responsive email design ). As for the second major resistance, excessive product orientation, it is key to be pedagogical and justify with numbers and data the benefits of a truly relational approach between the company and its customers.
