Return On Email Subscriber

Above the Fold (as defined by eROI):  the part of an email message that is visible without scrolling.

I have taken the liberty of editing an HBO email to show you how a simple change will increase email click through and overall campaign conversion. 

I have placed a line the creative to show where the fold would most likely be on a horizontal preview pan. (Usually the fold is estimated at 300 pixels top-down.)

Original HBO Email

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One cardinal rule of email marketing: If you think everything has been checked…..check again.

This email from Heineken, “a frosty glass of beer from Holland” as Duck from Mad Men called it, most likely wasn’t meant for me:

The obvious error here is the “(TEST with Espanol link)” in the email subject line (Don’t get me started on the noreply@ email address). While these types of gaffes amuse people like me and Dylan Boyd from The Email Wars, they have to leave Joe Consumer very confused.

As I went to check my preferences….

Apparently I opted in to the “small_test” list. I am assuming they also think I may speak Spanish.

My goal here is not to beat up on Heineken, everyone I know in email marketing has made mistakes. The takeaway here is to be very careful with your test groups. Double check every aspect that a subscriber sees so it is seemless from their normal experience with your messaging.

If they know it is a test, it’s not a test anymore.

Fingerprint, a tool which shows you exactly which email clients your customers are using, has released a new report on the current state of the email client market. Some really interesting results on both B2B and B2C subscribers:

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Curiosity, according to Wikipedia, is an emotion that causes natural inquisitive behaviour such as exploration, investigation, and learning.

In the light speed decision-making of the Inbox, making someone curious is a key element towards engagement. 

As I like to say about the phrase ‘Learn More’ - “Why? I already know everything about everything.” Are you thinking about curiosity in your email markeitng?  You should be.

Here is a great example from Reader’s Digest in their weekly Humor newsletter:

This got me to scroll down. (more…)