Stat Source: Subject line length, embedded video, etc.

Retail email marketing statistics and benchmarks from the past month:

Stat: Longer subject lines (of 70 or more characters) earn a much higher click-to-open rate—an indication of real relevance—than shorter subject lines. Out of 700 subject lines monitored recently, only 6% of them were over 70 characters long and therefore likely to optimize click and CTO rates. Source: Alchemy Worx’ Subject Lines: Length is Everything and Challenging Subject Line Length Assumptions
>>If you haven’t tested longer, more descriptive subject lines, here’s your justification.

Stat: When asked “Embedded video in email, does it work?” 89% of respondents selected a No response, with the leading result being attributed to poor support in email clients (50%) and rendering issues (27%). Source: EmailKarma’s Video Poll Results
>>Stick with links to video content online. For tips on how to maximize video content in your emails, check out MAKE IT POP!: Video in Email – So Hot Right Now on the Email Experience Blog.

Stat: New research out of the UK has examined the relative effectiveness of different advertising media for encouraging consumers to visit a company’s website and seriously consider a purchase. The report found that emails to existing customers easily topped the list, as it is 52% more likely than average to inspire a web visit and serious purchase consideration. Source: Response One Group’s Online Turn On?
>>Consider this more ammo to convince executives to shift more marketing budget to email.

Stat: During the second quarter (April-June), 50% of major online retailers used a “preview pane banner” in at least one email. A preview pane banner is a banner that typically appears right beneath the header and promotes something other than the primary call-to-action. Source: The Retail Email Blog’s The Rise of the Preview Pane Banner
>>If you haven’t tested adding a preview pane banner, give it a whirl.

For more stats, read past Stat Source posts or visit eec silver sponsor EmailStatCenter.com. Also check out results from the eec’s latest Two-Click Survey.
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