1. Baltimore, Maryland
Getting People to Open Your Email
November 10, 2010
1:00 - 1:45 pm Session
Sharon Mostyn & Doug Broujos

2. Agenda
• Introductions
• Sharon Mostyn – E-Commerce Manager,
MEDEX Global Solutions
• Doug Broujos – COO, Blue Sky Factory
• Frame-up the Session
• Factors Affecting Open Rates / Best Practices
• Wrap-up / Questions & Answers
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3. But first, let’s get a perspective
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2010: “It’s relationships stupid.”
1992: “It’s the economy stupid.”

4. Get these right first:
 Email opt-in process
 Set the expectations
 Follow-up quickly
 Build & maintain trust
The Most Important Stuff are the Basics
There’s no magic formula to get people to open your email.
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5. Pay attention to your subscribers. LISTEN.
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6.  “Give me useful stuff”
 “Don’t waste my time”
 “Don’t annoy me”
 “Don’t break my trust”
What People Want
Stop. Don’t make this so
complicated, because it is NOT.
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7. MEDEX - Set User Expectations
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• What am I getting?
• When/how often will I get it?
• What does it look like?
• What else do you have for me?

8.  Follow the basics
 Continuously test
(raise the bar)
 Plan-Do-Check-Act
 Rinse and repeat
The Rules are fairly simple
Doing everything right will increase
your open chances.
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9. MEDEX – Testing
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TEST EVERYTHING! (Just not all at once…)

10. MEDEX – Subject Lines
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Open
MEDEX March Newsletter Control 12.22%
March Newsletter - Hidden Threats Within Your
Company Test A 17.41%
MEDEX Can Find Hidden Threats Within Your
Company Test B 4.65%
Test A vs. Control 42.47%
Test B vs. Control -61.95%
Control:
•MEDEX March Newsletter
Test Subject Lines:
•March Newsletter - Hidden Threats Within Your Company
•MEDEX Global Solutions Can Find Hidden Threats Within Your Company

11. Subject Lines
(5 things to watch)
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12.  Get personal, really
personal
 Go beyond the name
only
 …and why did you
collect that signup data?
Subject Lines: 5 Things to Do.
#1: Make it personal
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Subject: Let’s Go Shopping
Subject: Denise- Towson area Shopping Deals

13.  Long-winded voicemails are
boring. So are subject lines.
 Less than 41 characters
(sometimes they are cut-
off)
 Give them a reason to open
Subject Lines: 5 Things to Do.
#2: Keep it short
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Subject: Really Cool Buying Opportunities Especially For You
Subject: Exclusive Two-Day Sale

14.  No hard-sell sales pitch
 You want emails from
friends, relatives, co-
workers (think about those)
 ALL CAPS, $$$$, !!!!
 Kill the spam risk
Subject Lines: 5 Things to Do.
#3: Earn their respect….fast
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Subject: WANT TO SAVE $?? SHOP RIGHT NOW!!!
Subject: Exclusive Savings-Clothing, Shoes & More

15.  Grab attention- be
compelling
 Create urgency, curiosity,
exclusivity
 Announce, share, inform
 Answer quickly: “what’s in
it for me?”
Subject Lines: 5 Things to Do.
#4: Simple is beautiful (and understated)
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Subject: Volunteer Opportunities
Subject: We Need Your Help Now.

16.  Subject line = email content
 Think “preview”
 30% people read emails in preview pane only
 70% people at work use preview pane
 Do not try to fool the subscriber
 Complete the connection
Subject Lines: 5 Things to Do.
#5: Trick or Treat is Over
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17. “From Names”
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18. Personal- don’t go corporate
(DebbieThompson@DebbiesBakery.com)
“From Names” affect Open Rates.
Just Be Yourself. And Be Consistent.
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Corporate- don’t get personal
(TheChef@DebbiesBakery.com)

19. MEDEX – From Address
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Consistency is key.
•mktginfo@medexglobal.com
•MEDEX Global Solutions
•Sharon, MEDEX Global Solutions
•MEDEX Global Solutions Marketing

20. Pre-Header
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21. Pre-Headers affect Open Rates.
This is important. It all starts here.
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 “Your Daily Baltimore Groupon”
 A text preview of your email
 Call-to-action The “hook” to open & read more

22. MEDEX – Review Pane & Pre-Header
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23. Other Factors
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24. How frequent you send
What day you send
What time you send
The more you test- and adjust- the
more your results improve.
Other Factors Affecting Open Rates.
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25. MEDEX - Deliverability
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22% Inbox Placement = Unacceptable!

26. MEDEX – Deliverability (cont’d)
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96.7% Inbox Placement
= Much Better!

27. MEDEX – Measurement / Analysis
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• Develop your own metrics – “industry standard” probably
doesn’t fit your company…
Security Newsletter Open Rate
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10
ASI CMI MEDEX

28. Q&A
Blueskyfactory.com
410.230.0061
www.blueskyfactory.com
@blueskyfactory