Take Email-Worx as a case in point; 5 issues into the campaign, we can tell you that the average open rate is 56%. This has dropped from a high of 63% in issue 1 by an average of 2.2% an issue. The average unique click rate for the same period is 24% dropping from a high of 31% to 17% in the last issue.

When developing your subscription process, legal considerations are extremely important. Legislation (created with SPAM prevention in mind) will have a major impact on how or if consent is required; what information you collect; how you handle your data and even unsubscription.
In the UK, there are three pieces of legislation that you need to comply with – however, it is important to bear in mind that legal compliance is only the first step. Subscriber perceptions of your email marketing activity are just as important. The fact that your campaign is legal will not stop subscribers from hitting the spam button and damaging your reputation with an ISP.

Setting up triggered emails is an easy way to ensure your communications are relevant and timely as they’re based on your subscriber’s recent interactions with your brand, product or service. For instance, there may be simple actions or changes in customer behaviour that you can use as the basis for new triggered activity that complements your existing messaging.

“I have heard that ISPs are beginning to base reputation scores on engagement – how will this affect my deliverability?”

The first response I give to anyone who asks me this question is: “Says Who?” Swiftly followed by: “You have nothing to worry about.”

An Alchemy Worx’s study of over 600 subject lines across 200 million messages showed an unexpected relationship between click-to-open rates and subject line length, suggesting very strongly that past subject line analysis may have led email marketers seriously astray.

An email address is at the heart of people’s ID and makes possible a massive range of our daily interactions – with each other, with brands and shops, with government and employers.

Popular opinion states that an unopened email means your subscriber is disengaged and uninterested in making a purchase – we disagree. Unopened email communications have a tangible impact on brand awareness and can lead to purchase activity across all channels.