And finally… don’t overlook the footer elements at the bottom of your email – they’re a great last chance to hook your reader and a great way to bypass the search engines.

It’s last but by no means least. The bottom section of your email – the various footer panels below your sign-off – is an area that tends to be rather neglected by marketers, yet is actually a very potent piece of screen real estate.

Naked Email achieves an average open rate of 58%

As you know we like to bare all, showing you that we practice what we preach in email marketing. That’s why we are keen to share our success, and to reveal where we feel we could still improve.

After 3 issues Email-Worx has an average unique open and click rate of 58% and 27% respectively and we are very proud that we appear to be providing value to our subscribers. However we still feel that there is room for improvement, but where do we start? That is a difficult question if all we look at are the average open and click rates and highlights the limitations of basic metrics.

Here’s what you’ve been doing since we doubled out frequency:

Individual campaign open and click rates have fallen to the mid 30s.
However, the number of unique openers and clickers has remained high.
And the total number of clicks has almost doubled since May.
Campaign Based Metrics

Two weeks ago in Naked Email we discussed how limiting Basic Metrics, which look at the campaign and not subscriber behavior, are. The problem with Open and Click Rates is that they tell you what, but not how or why! This makes it very difficult to know what to do to improve performance. It’s a bit like providing a football coach with nothing but the final score after every game and asking them to win the league without ever watching the team play. To win the league you have to watch every game and analyse how your team, and the individuals within it, perform over time.

How can you make sure that email is the main way that people you know visit your website and interact with your brand online?

Hooking new customers into your email marketing activity is the Holy Grail for any business. But what about the loyal customers who’ve been spending and interacting with you for years? Here’s how to keep both sides happy…

Email is the cheapest way to contact customers and prospects, and new subscribers are generally the most active on email databases. So as an email marketer, your priority should be getting permission to email anyone who has expressed an interest in your product or brand.

Landing pages are crucial. They provide additional space to promote yourself, help you understand your subscribers and drive more people to your website. Real estate with email is limited, so it’s important to ensure that your email design and copy encourage interactions. One of the best ways of doing this is to have a short piece of ‘teaser’ copy for each article or section within your newsletter and a strong call to action, linking to a landing page where you have all the time in the world to promote yourself.