Report: Clear subject lines, content and calls to action are key to email success

Email marketers need to keep subject lines clear, feature engaging content and calls to action, while focusing on key metrics like opens and clicks, according to a new report.

SendGrid’s “Global Email Benchmark Report” analyzed nearly 30 billion emails from about 100,000 different senders to over 1.5 billion different recipients and found that marketers should continue to keep a close eye on opens and clicks, as well as addressing any unengaged recipients, content disconnect and unresponsive emails.

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The report found that marketing and advertising emails feature average open rates (23.7 percent) and low click-to-open rates (13.5 percent). Engaging audiences with clear messaging can help emails stand out from the pack, according to the report.

“Make sure subject lines, content and calls to action are all interesting and clear,” the report reads.

Marketing and advertising is one of the few industries with more non-mobile recipients (49 percent of recipients are on mobile, vs. 52 percent non-mobile), so making sure that all messages render correctly on common desktop email clients is still important. Ensuring that messages are responsive across a variety of devices and screen sizes makes sense for marketers looking to connect with the largest audience possible.

Marketing and advertising email recipients skew slightly female (53 percent to 47 percent male), according to the report, so marketers may look to leverage segmentation to better target this recipient base.

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SendGrid found that marketers and advertisers are sending an average of 4.8 messages per month to recipients – a metric that should be gauged closely to find opportunities or potential pitfalls.

“Analyze monthly send rate benchmarks to optimize the number of messages sent to customers each month,” the report reads. “If sending frequency is low, there could be an opportunity to message customers more often. Conversely, if frequency is above average, dial back the number of messages sent to increase engagement.”