Email: 7 Reasons Email Fails

#4: Non-Openers

The first challenge is to get people to open your emails.

Open Rates

• Average open rate is 20% for standard house lists
• Targeted opt-in lists will average 30-35%
• Rented lists can average 3-5%

Factors

• Bad subject lines (samples)
• Poor preview (samples)
• Blocked images (samples)

Solutions

• Test
• A/B split
• Collect subject lines that work
• Always send a text-only version, too (PDAs, non-image viewers)
• Preview tool (Email Adviser)