1. Morris May on November 27, 2015 at 8:25 am

    Some great points here again. I hear a lot of people complaining about their newsletters not being opened. Depending upon your point of view, these figures https://www.sign-up.to/email-benchmark-2012/ can be encouraging vs traditional marketing or pretty poor, if you have a high opinion of yourself!. A great future article title might be “No one is opening my mailers!” followed by “Successful calls to action in mailers”.

    Small point. The end of your mailer is ‘Want to comment’…. (you know I always do!), but perhaps ‘Share your thoughts’ or ‘Tell me what you think’… love to see you test it and see if you get more responses, as it is easy to read the whole article in the mailer, without having to open to this browser


    • Monica Hemingway on November 27, 2015 at 12:37 pm

      Hi Morris,
      Thanks for sharing the email benchmarking study! The average open rates look pretty consistent with what we see here in the US. It can be quite disheartening to realize that 85% of the people to whom you send an email don’t even open it! The key is to do things that will increase that open rate. Check out article #5 in this series – “How to Get People to Open Your Emails”. I may even add a 6th article on calls to action, as you suggest 🙂

      You know, I never really thought about the ‘Want to comment…’ text at the end of my emails. It was part of the template and I didn’t change it. But you’re quite right – there are probably better alternatives and I really should do some split testing! So, thanks to your encouragement, that’s exactly what I’m going to do. I’ll report back on this blog on what I find.

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