Email Marketing is a Major Component of Many Small and Medium-sized Businesses
How effective is your Email marketing campaign? Are you using the right message, sending it to the right people, and personalizing it? Does the message result in the correct response?
In any Email campaign, we rely on two primary statistics: the Open Rate and Click-Through Rate of your Email messaging program. These statistics measure the success and viability of your efforts to reach your intended audience. When you maximize these two metrics, you increase your chances that a significant percentage of readers will be encouraged to purchase your product.
There is a difference between Click-Through Rate (CTR) and the Open Rate measure of marketing Emails. The open rate is the percentage of recipients who open and potentially read the message, while the click-through rate is the percentage of people who click on a link within the Email to learn more. Email marketing programs aim to maximize the CTR, as it is potentially the most effective metric of a campaign.
Small and midsize businesses rely on Email marketing to help grow and maintain their business. The industry average Open Rate is around 20%, but these statistics are primarily based on companies that people are already familiar with, such as Amazon, L.L. Bean, or other online retailers. The vast majority of unknown Email sources are extremely low because they are never opened.
The strategy for increasing success is to understand how people perceive and interpret messages. The most significant part of the message is the subject line. That’s where most people decide to read more.
1. Keep the Subject Line short and clear
Most people check email on mobile devices, where long subject lines get cut off. Aim for around 40–50 characters, ensuring the most important information appears at the beginning of the line.
2. Personalize your subject lines
Personalization makes an email feel more like a personal message and less like a mass-market advertisement. Use a recipient’s name or reference their past activity to boost engagement.
3. The very next line is also important
The following line brings your audience into the body of your message and is critical for encouraging them to read more. This line should spark curiosity.
Instead of: “Our Latest Newsletter”
Try: “How can you select the best door reader?”
We already know that unsolicited Emails are unsuccessful. Most people delete messages from an unknown source. Those messages that originate from a reputable and well-known source and feature engaging content are more likely to be opened and read. We are always interested in information that helps us understand the products being offered.
An Email that directs you to an educational article or newsletter has been shown to generate the most interest among our customers. The best newsletters include helpful information that enables the reader to understand the product, compare it to others, describe how others have used the product, and determine the best return on investment
Utilize an Educational Marketing Program that does the Following:
The average opening rate in the industry varies from 10 to 20%, depending on whether the recipient knows the sender. The click-through rates range from 0% for an unknown sender to 1.0% for a known sender.
Since Kintronics Media sends messages through dealers and partners who are known to the customer, and the content is always educational and engaging, the click-through and Unique Opening Rates are significantly higher. This makes a significant difference in the viewing and activity statistics for the marketing campaign.
| Industry average | Kintronics Media | |
| Unique Opens: | 10- 20% | 40 – 50% |
| Unique Clicks: | 0% -1% | 2.1 – 3.4% |
A successful email campaign depends on the sender and the content of the message. The most successful campaigns are sent by people you know and who provide helpful content that people enjoy reading. Utilizing a content marketing company like Kintronics Media can have a direct impact on the results of the email program and the resulting business benefits.
If you would like help determining the best Email marketing campaign, don’t hesitate to get in touch with Kintronics Media at 914-944-3425, send an Email to Dennis @kintronics.com, or use our contact form.