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Want More Email Opened? Don’t Focus on Slick Subject Lines
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August 23, 2006 – SAN FRANCISCO: – “If you think a snappy subject line will get more of your email opened, think again,” wrote Ken Magill, editor of Magilla Marketing. Ken recently wrote a piece for Magilla Marketing on what gets email opened, and interviewed Steve Webster, chief strategy officer and founder of iPost, a leading email service provider (ESP). “What matters when it comes to open rates is your history with the recipient, according to Steve Webster,” wrote Ken.
In the story, entitled, “Sending Out Crap? Your Subject Line Won’t Help,” Ken quotes Steve as saying, “Your brand has a history with your customers, and that’s what’s going to make the difference in both the short and the long term. Spammers are great at crafting clever and interesting subject lines.”
The story also quoted Steve as saying that it typically costs twice the effort and money to go from bulk blasts of the same message to everybody on your list to the next level – targeted, segmented email. He said, “But the returns—not only the returns from engaged customers, but from those who are unengaged, as well—are five to 10 times higher.”
The read the story, click on this link: http://directmag.com/disciplines/email/sending_out_crap/.
ABOUT MAGILLA MARKETING
Magilla Marketing is a weekly e-newsletter that delivers the blunt truth on email marketing, through honest and insightful commentary by editor and real-world direct marketer Ken Magill. Content in Magilla Marketing includes case studies of successful marketers analysis of metrics and ROI reporting best practices to optimize campaign performance insights on offers, personalization and other sales-drivers advice on legal, privacy and regulatory issues and much more. To subscribe to Magilla Marketing, click here: http://subscribe.directmag.com/subscribe.cfm
ABOUT iPOST
Founded in 1996 by a team of email and data tehnology experts, iPost creates effective email campaigns for driving sales, website traffic, and integrated branding programs. The company is located just north of San Francisco, and serves more than 200 clients, including Keds, Armani Exchange and Fujitsu. For more information, please visit www.ipost.com.
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Press Contact: Craig Kerr, 415-382-4000, ckerr@ipost.com
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