When HoTMaiL introduced webmail in 1996, it was quite innovative to have a personal email address you could keep for life, regardless of your business position or ISP. Eight years later, Google introduced Gmail, offering 1 GB of storage, and since then, not much has fundamentally changed in webmail.
But lots have changed in the way people communicate. As Inboxes seem to clutter with Email newsletters and various social updates, people have turned in communicating via social networks instead of their email accounts.
As Microsoft declares from the Outlook.com blog: “Today’s inbox is about more than just exchanging mail with the people you know. 50% of the email in a typical inbox is newsletters and another 20% is social network updates”.
We all send and receive a lot of email. In fact, a last year’s report from McKinsey Global Institute and International Data Corp. indicated that workers spend 28% of their time in their inbox. More than a quarter of the average worker’s day is spent on reading and answering esumails. Assuming a working day consists of eight working hours, that translates to about two hours, 14 minutes a day spent on emails. They found that email is the second-most time-consuming activity for workers, next to the tasks that have to do with their role in the organization. Yet only 14% of these emails are deemed “important.”
Another report from the Radicati Group this year found that the average corporate email user sends and receives about 115 emails a day.
So, still wondering what to do to stand out from the crowd?
Let’s get real: with more than a 100 emails in one’s business inbox, and a tone others in his personal account, you have to straggle really hard for the attention of your recipients. So let’s summarize some things we’ve mentioned in the past, in order to get the attention you deserve for your Email Newsletters.
Be very creative with your subject line. We’ve piled up some useful insight before on how to write good subject lines in order to be recognized, attract their interest and urge them to take an action. Try also to be short and specific on what you say.
Test, test, test. Now that you’ve taken your time to think of good subject lines, test them with the help of the A/B split testing feature, to see what works best with your target audience.
Decide on the best days and times to send a newsletter. It shouldn’t be on business peak hours, as it will probably have no luck when piling up with another 100 emails in the Inbox. Google Analytics would help you over this. Have a look at traffic sources from search engines. Days and hours that have more visits from search engines should be the best hours to launch a newsletter campaign. Also, see the Hourly and Daily report of previous campaigns in your Moosend account, as it will reveal the best days and times for the specific audience.
Try to use symbols like these ☂ ☁ ✈ in your subject line depending on your content. You will see for yourself how helpful it may be to attract your audience attention.
In case you have such information in your custom fields, try to use your recipient’s name or email address in the subject line. You will agree how important it is to personalize your emails, so that the recipient realizes how unique this email is.
We are sure you are doing a hard work to have something really special for your recipients, every time you are sending an Email campaign. So try some of the above, to have all the attention your Emails deserve in your subscribers’ Inboxes.