Tips from the Experts

We have been working more and more with designing email newsletters for clients. Every time we do a new campaign for one of them, I’m striving to help them reach the full potential of their email lists and the one question I often hear is: “How can I improve my open rate?” As I have noticed many of them achieving excellent open rates that are beating industry standards, I figure it couldn’t hurt to use the content I send as an email to our clients to help those just looking for tips.

There are a number of ways to measure the success of email marketing. The fact that it is so measurable in so many different ways is one of the greatest strengths of using this medium. But because blog posts can get long-winded, we’ll stick with the open rates.

Email marketing has the power to help you sell products and services but you can’t get any results if your emails aren’t read, and your emails can’t be read if they aren’t opened. Ergo, your open rate is incredibly important. It’s the first step in the journey to email marketing success. If people don’t even open your emails, you’ll never accomplish your goal, whether that goal is to stimulate a conversation, to educate, to create brand awareness, to promote, or to invite.

First, what is an open rate and how is it calculated? An open rate is intended to show the percentage of individuals who actually opened your email and looked at it. Many things can affect your open rate, things you may not be able to control, such as:

The source of your list.

Purchased lists tend to have lower open rates than a list of your clients, customers, vendors, etc. Make sure to clean your list of any bounced emails or unreachable accounts to keep things fresh.

Your audience.

Whether you have a campaign for business-to-business (B2B) or business-to-consumer (B2C), open rates can vary between them and various industries.

Your email format.

As a rule, email delivery systems can only track open rates on HTML emails. People who get your email in plain-text format will not be counted in your open rate, but may, in fact, have opened your email.

The email platform used by your readers.

When your email is viewed in the preview pane of a platform like Microsoft Outlook or Entourage, it will be counted as an open. If your readers use a Web-based email reader like Hotmail or Gmail, they usually have to click on the ‘from’ field or subject line to open the email. This is counted as an open.

So back to the question: How can I improve my open rate? There are things you do have control over that can help you increase your open rate:

Use a recognizable “From” name.

Make sure you use a “From” name and address that includes your name, company, product, or service name – whichever the recipient will know best. When you repeatedly brand the “From” line like this over time, you assure the recipient that the email is coming from a reliable and trusted source and builds familiarity and credibility. It may be the only name they see in their inbox, so don’t send your newsletter from sales@mycompany.com. The funniest address I ever got was an institution – that will remain anonymous – from nobody@______.com. I was quick to unsubscribe because it didn’t feel personable to me.

Grab them with the “Subject” line.

Make sure the subject is short and to the point, no more than 5-8 words, and state a clear benefit to opening the email. Make sure the subject line does not look like spam. You do not want to use any unnecessary punctuation, all capitals, or have your email come across as a trick or gimmick. Remember, the first thing the recipient is going to see is who it is from and the subject line.Personally, I received a plethora of marketing emails one afternoon. I was overwhelmed and decided to delete most and open a couple, the main factor that determined which ones I opened were that of the subject line caught me as relevant to me. But that leads me into my next point.

Consider your delivery day and time.

Constant Contact is one of the services we use and they offer some insight into this:

Tuesday through Thursday were considered to be the best performing days. Recent surveys indicate Monday may be the new favorite. Because the volume of email sent is highest between 10am and 2pm, your emails may have a greater chance of being seen from 8am – 10am or 4pm – 6pm.

Most importantly, know your readers and adjust your subject line to them. In most industry standards, men prefer subject lines that communicate news or compelling information, while women prefer discount offers, but before you go with my word on this, leverage market research to fine-tune your subject line. Email is an ongoing conversation, be sure to incorporate ways your recipient can keep the conversation evolving.

I hope these little tidbits help as you reach the marketing effectiveness of your email campaigns.

At the heart of every designer or developer’s office is their browser. The internet provides a plethora of online applications and add-ons. This suite is dedicated to making sure that your browser becomes the ultimate productivity suite.

Browser: Firefox

Because of the useful options already provided by Firefox, its popularity is growing. There are numerous free downloadable extensions and add-ons available on the web for Firefox. Here are just a few add-ons that keep my productivity levels high:

PDF Download – Lets you convert any (unsecured) Web page into a high-quality PDF that’s great for archiving, printing and sharing.

Firebug – Firebug integrates with Firefox to put a wealth of development tools at your fingertips while you browse. You can edit, debug, and monitor CSS, HTML, and JavaScript live in any web page.

Read It Later – Save pages of interest to read when you have the time.

Word Processing: Google Docs

I use Google Docs for word processing. Sure, it doesn’t offer every feature that MS Word does, but it contains almost every necessary feature, function and utility to make it the best online word processor. You can export files in all the necessary formats — .doc, .txt, .rtf, .odt, .pdf and more! — and the online storage is easy to organize, safe and secure, and conveniently tied to your Gmail account.

Online Storage: Dropbox OR YouSendIt

For small files, it’s easiest to just .zip them and email them. For big stuff, you’ve either got to go with one of the many free upload websites (YouSendIt) or get your own upload space (Dropbox). Both allow you to send files up to 2GB. Even the most frugal of online workers can find ample space to store work-in-progress designs, documents and other important files. This also reduces the risks and costs with secure managed file transfer that seem like hours when trying to send via FTP.

Presentations: Prezi

Powerpoint and Keynote are great tools. But with Prezi is a browser-based application. Instead of putting every mindless detail on a separate slide, Prezi allows users to lay out your presentations on a single plane and move through them at their speed, in their own order, and if required, change the presentation on the fly.

Calendar and Scheduling: Google Calendar

This one’s nice and simple, with features that will keep you remembering dates and appointments. Simply set your schedule in the simple interface, decide whether or not you want SMS reminders, and leave it for the week. Check out some features we highlighted using our Google Calendar.

These tools are all part of my office suite. Once you implement all or even just a few of these tools, I hope you will see a dramatically increase in your productivity and make your work easier than ever. Would love to hear what applications or platforms keep you productive.

It’s hard to make things easy. And, it’s even harder to be visually appealing at the same time.

In the earliest forms of advertising, copy was king. Strong use of words and typefaces would be effective in your marketing piece, but not everyone understands concepts and information at the same rate. Some people can understand messages quickly while others need help to grasp what is being said. Visual aids are a way of further explanation. Nowadays, we’re able to relay much of what we once had to explain through the written word with the use of images.

Consumers have seen themselves moving away from wordy messaging and finding that most engaging piece of advertising in a graphic or photograph. You might recall a spoof we posted about how Microsoft would redesign Apple’s iPod packaging.

The very best visuals take a complex idea or series of connected ideas and make them instantly understandable. Just the right visuals make those ideas even more memorable. Use of visual tools led to longer retention of information. Visual aids allow a speaker to use verbal and nonverbal communication to solidify the message and provide a point of reference for the mind.

Visual representations of information, or infographics, are often used to support information, strengthen it and present it while leaving the amount of explanation required to a minimum. Using appropriate visual aids are the essential ingredients. Here’s a good reference to infographics to see how effective they can be without an explanation.

So when you have an advertisement that you want to convey to your consumers, give serious thought to using accompanying illustrations that will complement what you are trying to convey.

Here’s a video from the 2008 TED Conference of Chris Jordan on how he takes raw data and depicts it in his art in a more visual language. Notice how using visuals that integrate just enough to clarify his presentation. This makes for a powerful communications combination.

Map Illustration Software

Anyone who has ever had to produce a location map knows how much time can be used up on the simplest things! MapDiva sounds like it will give Adobe Illustrator, the current software of choice, some competition! Touted as simple to use and priced low, with the emphasis on map creation, Ortelius not only allows designers to use their own geographic information, but includes fully editable, royalty-free vector outline maps of regions, countries, continents, and the world, to get you off to a quick start.

Thanks to the program’s 20 tools, designers have open options of choice of colors, fills, strokes, and adornments that allow them to assemble unlimited style and symbol combinations. Ortelius also includes WYSIWYG drawing and editing; layers and layer groups; and automatic junctions and style transitions.

Read all about it, and try out a free trial of the Ortelius Standard Edition for the MAC.

Sure. There are search engine optimization practices out there that you coordinate: targeting keywords in your industry, optimizing web pages and title descriptions, but let’s face it, the internet is big… real BIG, over one trillion pages. What if you don’t have the budget for an SEO strategy, you aren’t a big player in the industry or you have a small niche market that you want to advertise to?

The Google Local Business Center is a must visit for your business then. In general, it’s good to add any business to it, but certainly for businesses attempting to attract customers in their local community. As you may know, Google allows you to add your business to a directory and then enhance your profile with all kinds of information about your business, products, and services. This is a free listing and every small business should take advantage of it.

Google shows these listings when someone makes what is a geographic based search, for example “Dayton banks“. The results show in what is called the “Google 10-Box” above other listings. When someone clicks on one of these results they are taken to the profile through Google Maps. Check out Bing Design’s google listing.

Here’s a short clip showing the features Google Local Business Center added recently that can greatly benefit your small business, helping you to effectively promote, analyze trends, and cater to your niche.

Need some more advice? Check out a recent post for some simple tips you can do to improve your search results.