According to satista.com, 61% of marketers identify emails as their most important digital marketing tool, ahead of websites at 59%. (2016) One of the keys to getting recipients to open emails is the headline.
Last week I received two emails that used a technique we call "social proof" to entice me. That means that they offered evidence that other people were interested in something as a means to convince me that I should be too. It's a time tested method. When people are having trouble making a decision they will often follow the crowd. It lowers the risk of making a bad choice.
One read: "Just announced: the #1 beach in the world!" the other "You voted, we tallied. Announcing the #BestDVDEver mailers." Frankly, neither one moved me, and I deleted both emails without opening them.
According to a new study from Marketing Sherpa, 21% of consumers unsubscribe from emails that are not relevant to them. 19% unsubscribe when they receive too many emails from one company. (Nelson, 2017)
There's a company that sends me at least one email a day, sometimes as many as three. I've never bought anything from them and never will. I just throw their emails into a dormant account where they pile up, until I get around to unsubscribing. Ironically, that same company published an infographic this week about improving email open rates which indicated that only 15% of Americans appreciate receiving daily emails! It makes me wonder if they read their own research.
They also noted that personalization is effective in increasing open rates (37%) and sales (20% increase). (Forer, 2017)
So, now it's your turn. Has 'social proof" in a headline ever motivated you to buy something? Or is personalization more likely to engage you? How many emails from one company are too many? Are more ok if you are an actual customer?
(2016, March) Most effective digital marketing tactics worldwide in March 2016. statista.com . Retrieved February 28, 2017, from
Nelson, J. (2017) Customer Brand Satisfaction Drives Email Engagement, Study Shows mediapost.com. Retrieved February 28, 2017, from
Forer, L. (2017, February 28) How to Improve Email Open Rates. marketingprofs.com. Retrieved February 28, 2017, fromhttps://www.marketingprofs.com/chirp/2017/31438/how-to-improve-email-open-rates-infographic