Beginning of the End at the MarketingSherpa Email Summit
After a long day yesterday of gaining some great knowledge on various aspects of email marketing as well as a networking gala, we are diving right back into it this morning! We just attended the first presentation of the morning here at the MarketingSherpa Email Summit, from Pam McHugh from Mintel. Her presentation was on a New Proprietary Study: How Consumers Interact with Email. She had some great stats and info to share.
As mentioned various times throughout each day, she began discussing the daily challenges we see as email marketers. Two main topics she discussed was Subject Lines and Frequency.
“Subject lines transcends familiarity,” is something that sort of echoed in the room when Pam made the statement. Her role is to study email marketing and they have found that subject lines can get you past the reader not knowing who the sender is. A reader is more likely to open the email if the subject line is relevant and catching.
When she touched on frequency, which is a very touchy subject around email, there were some interesting points she mentioned. Consumers reported a high tolerance for multiple communications if their perceived relationship with the company was high. They were more than likely to tolerate up to 9 emails a month. This did not necessarily mean the emails would be opened, but they would not get annoyed that they were receiving them. If the perceived relationship with the company was lower, the tolerance or receiving emails was significantly lower.
On to more breakout sessions here at the Summit, more to come!!!
Posted by MindComet on Feb. 26, 2008