Improving Your Email Marketing Results

If you're designing email campaigns for your clients, it might help to benchmark your practices against the industry standards. Keeping track of the latest email trends and updating your strategy will help your emails reach the intended audience and increase the likelihood that the target will read and respond to your message. Results from a recent survey by eROI, a leading email marketing agency, indicate the following trends:

Here's how marketers address the from line in the email header:

  • Individual 17.15%
  • Company 50.89%
  • Varies with campaign 31.95%

Here's the scoop on the number of marketers who are using accreditation services to certify their email and increase the chances of delivery to the intended inbox:

  • None 70.09%
  • SenderScore 10.28%
  • GoodMail 7.94%
  • Habeas 7.01%
  • Other 10.33%

Marketers also focus on the subject line and generally agree that the text string should be shorter than 60 characters. Here are the other ways marketers are making sure that the subject line text is working for them.

  • Communicate relevant content 72.57%
  • Limit text and be direct 50.44%
  • Test the effectiveness of subject lines 28.32%
  • Personalize it 19.03%
  • Other 2.21%

Review email marketing practices with your clients and suggest appropriate changes to increase the readership statistics.

[Source:  eROI, Elements of Email Survey]
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.