So What Works?

While most commercial emails are deleted, Forrester Research (2004) found that messages describing new products and promotional offers are opened and considered.

Research indicates the types of email messages found useful by email users are: service messages like receipts, shipping notices and transaction notices (46%), account status messages (40%), newsletters (23%) and information on bargains/coupons (20%). In another study, Forrester reported open rates for service messages at 47%, newsletters at 31% and promotions at 31%. Click rates were much lower at 20%, 6% and 5% respectively.

The "from" line and subject line are considered content and are the major variables influencing open rates. Return Path (2005) reported the following factors influenced open and read behavior of U.S. consumers:

Know and trust the sender	59.2%
Subject line	41.1%
Only open emails normally read	33.6%
Previously opened and thought valuable	30.1%
Preview window caught attention	19.9%
Discount	17.5%
Free shipping offer	15.1%
Company doesn't send much email	10.9%
Looked like catalog received at home	9.4%

Personalisation: One content element that improves response is personalisation. At minimum, addressing recipients by name is helpful. The best personalisation strategy is to combine content and targeting, considering the recipient's profile and interests, then addressing those elements in the message.

Next: One-on-One Targeting