Email Creative, Formats, Images, Personalization and Subject Lines

Email Marketing Best Practices, Strategies & Tactics

• Over half of recipients use the preview pane when reviewing email messages, most likely in a horizontal format with a small preview.
   
• For advertising-oriented lists, 57% of email marketers surveyed said that “emailing unique content by segment” produced routinely justifiable results in terms of ROI.
  
  – Source: MarketingSherpa. “Email Marketing Benchmark Guide.” 2008. www.marketingsherpa.com.
  
   
• 21% of business and consumer email messages showed up completely blank when images were turned off in email clients; most of these email messages were promotional in nature and sent to drive sales.
   
• 28% of email messages are sent with nonfunctioning links; this percentage is spread equally over business and consumer mailings and prevalent within product-related, event and acquisition-based emails.
  
  – Source: Email Experience Council. “2007 Rendering Report.” Jan. 2007. www.emailexperience.org.
  
   
• A 2007 Internet Retailer Magazine survey found email marketers are taking positive steps to improve their email marketing effectiveness and boost email deliverability:
  • 79% feature the company name prominently in the message “From” line.
  • 64% keep key message points high up in the message body to be seen when the message is viewed in the preview pane.
  • 63% say they are trying to create the right mix of graphics and content in the message.
  • 62% say they watch the message size to avoid sending messages that consume too much bandwidth.
  • 56% segment mailing lists by one or more demographic factors, including age, sex, income and buying history.
    – Source: Internet Retailer Magazine. “Internet Retail Survey Report on Email Marketing.” 2007. www.internetretailer.com.

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