Figures, analysis, and conclusions from one year 💰.
In addition to SEO, I also manage email marketing for the Motozilla project: developing the strategy, preparing briefs and content plans, generating newsletter ideas, and working on subject lines and open rates.
I’d like to share the results we achieved, identify possible patterns, and formulate a few hypotheses.
Over 12 months, we sent approximately 50 email campaigns. The average open rate was 8.2%.
I divided all the campaigns into three categories:
✳️ High open rate—10% or higher (green)
✳️ Average open rate—between 5% and 10% (yellow)
✳️ Low open rate—below 5% (red)
What conclusions did I reach?
Among the successful campaigns with an open rate above 10%—the “green zone”—I identified four consistent groups:
1. Numbers among the first words of the subject line.
When a number appears at the beginning or close to the beginning rather than in the middle or at the end, the open rate is average or high in most cases—http://joxi.ru/YmEP6ketM3qY8r
2. Personalization.
Addressing the recipient by name in the email—http://joxi.ru/ZrJPZqWtn6D8j2
3. Fundamental topics.
Fundamental subjects and simple, familiar issues that nearly 100% of motorcyclists encounter, such as obtaining a motorcycle license, opening the riding season, and so on—http://joxi.ru/nAyNdX3tw3bDLr
4. Unusual approaches combined with time pressure.
This category includes creative approaches and unusual wording that encourage recipients to open the email immediately and make them feel that they need to do so right away:
a) “Help Connect”—the word “help” sounds like a request for assistance and suggests that something important and extremely urgent has happened.
b) “No time to explain—details in the email.” This also creates a sense of urgency: the “no time to explain” trigger encourages recipients to open the email and discover what happened that is so important—http://joxi.ru/eAOPn4atkZDVKr
The complete infographic is shown in the image attached below. The yellow zone follows roughly the same pattern. The red zone contains very few campaigns that can be assigned to the categories described above. The table is sorted by open rate in descending order.
I have a general understanding of email open rates in other niches, but I don’t know how good these results are specifically for the motorcycle parts category. For now, these are the figures we have. It’s also worth noting that our campaigns have become increasingly successful over time.
What do you think, guys? 🤔
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