We know personalized emails deliver six times higher transaction rates than those that don’t (Experian).
But what are some ways to personalize? How do we increase email engagement metrics with our campaigns? These and other questions were addressed in our webinar with two of our email experts. Here are some additional answers to questions we didn’t answer during the presentation.
Q: What are examples of successful click/open percentages that get a passing grade from ISPs? Looking for target numbers.
A: When it comes to subscriber engagement, there is no magic number that means the ISPs will automatically allow your mail into the inbox. Inboxing can also be affected by complaints, opt-outs, how long the email is opened for, etc. However, subscriber engagement greatly affects inbox placement as we discussed in the webinar, so numbers to aim for could be:
- Open rate: 20-30%
- Click rate: 3-5%
If you send targeted, valuable content and continue to build relationships with your subscribers, it will help you achieve these metrics and land in the inbox.
Q: What is the best way to add website navigation to mobile versions? Just icons at the top or large buttons at the bottom?
A: We typically recommend either reducing the number of links, (two to three would be a general guideline), moving them to the footer, or removing them altogether from the mobile version. They typically don’t perform as well and could detract from the main call-to-action. It’s important to note the method used should be determined by the brand, (based on how many clicks those links are getting in the desktop version), and can be tested to see which works best.
Q: If they open email on a mobile phone will it always show that it was opened?
A: Most email service providers, (ESPs), record opens when an image is downloaded. If images are downloaded on a mobile phone, the email will be recorded as an open, just as on the desktop.
Q: Does WhatCounts offer responsive design?
A: Yes, our full-service agency offers responsive design and coding. Learn more about the Agents of Email at agentsofemail.com or contact your strategic account manager.
More questions about email engagement?
Maybe you have a few questions of your own after watching the webinar. We’ll be happy to answer them if you enter them into the comments below.
Joy Ugi