80% of Emails Reaching The Inbox Are Irrelevant

Angela Cheong
Oct. 3, 2013 by Angela Cheong

Email Marketing News Digest

In this week’s issue, we look at a preview statistic from the 2013 DMA Tracking Study, the average company response time to complaint emails, reasons why consumers mark email as spam and ways to work that subject line!

Segmentation driving email…driving segmentation

One third of respondents in the 2013 DMA tracking study still feel that 20% or less of the emails they received were relevant – a clarion call to marketers to start doing more segmentation with their lists. Superficial personalization may well be falling out of favour, but subscribers appreciate emails that are properly customized to their preferences. The official 2013 DMA tracking study will be launched on October 17 and needless to say, we’ll definitely be looking forward to seeing the results.

News Byte: 59% of Companies Take More Than Eight Hours to Respond to Email Inquiries

When it comes to email enquiries, 59% of companies take more than 8 hours to respond, and 26.5% take 24 hours or more. Email remains the most common channel for complaining with 42% of respondents listing it as their preferred channel and 36% listing the phone. For comparison, the average Twitter response time is 4.6 hours. If you’re one of these companies that have a long lag time in responding to customers then it seems that automation may be the way to go.

Read about how US Airways has managed to raise customer satisfaction in the case study, or watch the video below.

Top Reasons Consumers Give For Marking Emails as Spam

Here’s a finding that would make most email marketers sit up and take notice: Reasons why subscribers mark your email as spam.

Kentico-Top-Reasons-Marking-Email-as-Spam-Sept2013

Four Approaches to Make Your Subject Lines Work Harder

Subject lines remain one of the main determinants on whether an email is opened. If subscribers can’t be bothered to click on your email, they can’t see your special enticing offer, which means the possibility of a sale is absolutely zero. Here are some ways to get your subject lines noticed.

  • Incorporate special characters like ✈
  • Personalization
  • Frontload subject lines with the most important information
  • Include Quick Action buttons from Gmail that allow subscribers to convert without opening your mail

Infographic: How Email Strategies are Changing

Email-Marketing-is-Changing_1000-640x2328 (1)

 

Related Content

5 Tips For Writing Email Notification Subject Lines That Stand Out

Check out our five tips on how to write effective subject lines that will help drive user activity and engagement with your app.

read more

Don Draper’s User Engagement Advice for Product Teams

Four key lessons for product teams on writing effective emails to drive user engagement from Mad Men’s iconic ad man Don Draper.

read more

Zapier Integration Connects SparkPost With 1000 Web Tools

We now connect with over 1000 web tools, thanks to our integration with Zapier! Learn how to incorporate SparkPost and Zapier into your workflow today.

read more

Get started and start sending

Try SparkPost and see how easy it is to deliver your app’s email on time and to the inbox.

Try Free

Send this to a friend