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April 26 Marketing
posted by Mark Mark
The Science of Email Marketing

Email marketing according to Dan Zarrella is a science and in a recent presentation he gave he shared some very interesting statistics and data based on analysis of 9.5 billion emails… yes … 9.5 BILLION :-O

The presentation is available here for viewing at your leisure, there are tons of great graphs and insights and myth busting information to take in, here are a few that stood out to me.

Timing
According to the data weekends are a good time to send out emails as the click through rates during this time are higher. Also sending early in the morning produces better results than at the end of the day. Apparently you should avoid sending at the beginning of the week, that is when you see the highest number of unsubscribes.

Content
This is something we are thinking about a lot at Blue Beetle - mobiles. According to the data almost 81% of recipients are reading their email on a smart phone. If you're not testing your HTML email campaigns on the various mobile devises out there you could be loosing out on a lot of readers.

Another fact about content - lots of links is good. According to the numbers, quantity IS better than quality when it comes to the number of links in an email. The more links there are (even if they go to the same place) the lower the unsubscribe rate!

Lastly one regarding social media (this one I find useful) - in general emails do not get forwarded or tweeted i.e. shared. The take away here is to include ‘follow’ links rather than ‘share’ links such as a call to action to follow you on Twitter or become a fan on Facebook.

So some useful tips there, but as always kids, remember, just say NO to SPAMMING.

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