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September, 2018
Increasing Engagement with Email Newsletters
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Factors were each set at two levels as control variables in the email newslet- ters. The first factor was the attributes of the subject line versus a subject with symbols and a call-to-action slo- gan. Then, the time of day for sending the newsletters and the number of hyperlinks within the newsletters, as well as having a call-to-action slo- gan right about the hyperlinks. The last factor was the detailed price change information shown.
Data Analysis The open rate and click-to-
open rate were calculated after 24 hours from the time the newsletters were sent. The data was analyzed using a factorial design analysis ANOVA test with Minitab software. For the factors that tested
the effect on the open rate, from the pareto chart of standardized effects, the group found that the characteristic of having a subject line with special symbols and call- to-action slogan, i.e. “** Final Hours: Flash Sale!” is positively significant to the open rate. In fit linear model, the coefficient of the factor of 2 PM PDT to send the email newsletters was found to be 0.0035, indicating that it is positively correlated to the open rate. For the factors that tested the
Contact us for more info.
Cincinnati Sub-Zero Cincinnati, OH
www.cszindustrial.com (p) 513-772-8810
impacts on the click-to-open rate, from the pareto chart of standardized effects, the researchers found that the factor of detailed price change information shown, i.e. “Sale price: $200 $160” turned out to be negative- ly significant to the click-to-open rate. In fit linear model, the coeffi- cient of having many hyperlink but- tons within the newsletter was found to be 0.009287, indicating that it is positively correlated to the click-to- open rate. The coefficient of the fac- tor of displaying a call-to-action slo-
gan right above the hyperlink was found to be 0.002437, indicating that it is positively correlated to the click- to-open rate.
Conclusions. Recommendations. Based on the data analysis, the
experiment found that using a sub- ject line with special symbols and
Sample email newsletter for ceramic packages.
call-to-action slogan significantly improve open rates, while displaying specific price change information will negatively affect open rates. Marketers using email should
consider the following when crafting newsletters. Use special symbols and call-to-action slogans in the subject line to attract the customer’s atten- tion. Send email newsletters at 2 PM PDT instead of at 11 AM PDT. Do not display specific price change infor- mation in the email newsletter to avoid lower click-to-open rates. One possible reason might be that show- ing detailed prices in the newsletter will satisfy some subscribers’ curiosi- ty and keep them from clicking the hyperlinks. Email newsletters with many
hyperlinked click buttons provided are better than only one hyperlink for increasing click-to-open rates. Call-to-action slogans, such as “Wait no more!” shown above hyperlink buttons are better for increasing click-to-open rates. Finally, compa- nies should perform their own inves- tigations of email newsletter cam- paigns to find factors that might influence marketing success. Despite observing clear results,
the experiments do have limitations, since the group could not totally con- trol all the variables. Specifically, two experiments were conducted for dif- ferent products with distinct email newsletters; also, some recipients bounced the emails so the researchers could not regulate the exact number in each group, which made them slightly different. Regardless of these limitations,
this experimental design can be applied to similar marketing research and improved for further use by elec- tronic component manufacturers. Contact: Torrey Hills
Technologies, LLC, 6370 Lusk Boulevard, Suite F111, San Diego, CA 92121 % 858-558-6666 fax: 858-281-0020 E-mail:
info@torreyhillstech.com Web:
www.torreyhillstech.com r
See at SMTAI, Booth 331 and MD&M Minneapolis, Booth 1422
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