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N E X T

Who Knew??

September 23, 2008  

In late August, eROI released the results from its latest email marketing survey. The figures might surprise you. What the competition is and isn't doing could help you identify missed opportunities—or reinforce your own best practices. Here's a roundup of eROI's findings:

"From" Names: Of the survey's total respondents, 50% use a company name in the From line; 31% say it depends on the campaign; and 20% use an individual name.
Authentication: A full 60% of marketers don't know how to authenticate email. Of those who do, most use Sender ID, while fewer rely on Domain Keys and DKIM.
Accreditation: Only a quarter of email marketers use services specifically designed to avoid blacklists.
Preheaders: Two thirds of the respondents offer a "view as a webpage" option. Though a scant 13% use snippet text, this represents a significant increase in the last few months. A full 80% skip whitelist instructions, while 25% do not use a preheader at all. Subject Lines: An impressive 75% of marketers report an emphasis on relevant subject lines, but only 50% say they try to keep them short. Just 25% test them on a regular basis.
Site Nav: Nearly 30% duplicate site navigation within an email; of those, 15% find it more effective in driving clicks, and 11% experience superior conversion rates.
Email Footer: A clear majority, 75%, include links for profile and subscription management.

The Po!nt: There's room for improvement. We were surprised by some of the eROI numbers—especially the fact that only 10% of emailers offer mobile versions of their messages.

Source: eROI. Download the survey results here.


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