Umass Dartmouth Center for Marketing Research Blog

Center of Digital Marketing: Email

Thanks to Retention Science the world now has some valuable new information about emailing. The company set out to determine the best criteria of a “perfect email”: which email enabled the best return on investment and which channel was repeatedly the most effective. The study found that with all the new technologies in audio-visual communication, email is still the core of every effective digital marketing method. The study found that, surprisingly, “47% of respondents chose email as the preferred channel, while only 6% selected social media.” The study also found that dollar-off savings and novelty items are effective, but only to a certain degree and under more specific situations instead of the broad spectrum.

Okay, okay, we know you want to hear about how and what to do to make your business’ email so big and bad…For starters, including any type of punctuation mark will get your email opened 9% more often. Using a question mark is engaging and will earn you an increase of 44% on your open rate. Keep your subjects lines bound to a range of 6 to 10 words. The summer time (August to be specific) is usually a slow sretch and is responsible for about 28% of the yearly unsubscriptions. Also, be mindful of the ever-lucrative holiday season. Surely you are familiar with the influx of demand for just about ever last item available. Click rates will hit about 30% in November then slightly decrease to 27%. Of course there will never been an email format that reaches100% conversion, but the tips stated above will get you as close to that as possible.

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