When it comes to digital marketing, social media channels typically get most of the attention. Yet email marketing is still an important (not to mention effective) tool in a digital marketer’s arsenal. Want proof? Consider that, in 2011, email marketing ROI resulted in $40 for every $1 invested. Not too shabby, right?
Like any other marketing tool, email requires strategy, planning, testing and analysis. You’ll want to tailor your message subject line, appearance and content based on the information you’re delivering (and your audience), but regardless of what industry you’re in, there’s one tactic you’ll want to try: say thank you.
No, this isn’t a trick. It’s actually a novel concept. Being nice to your customers—imagine that. Research from Eloqua shows that emails that include “Thank You” in the subject line result in a significantly higher open rate, as indicated by this chart. Plus, the click through rate is higher, too.
Although this tactic isn’t used as often as it probably should be, Eloqua’s results make perfect sense. After all, who doesn’t like to feel appreciated? And expressing your gratitude—whether it’s on behalf of an individual or brand—does just that.
Plus, to our way of thinking, saying “thank you” creates a personal connection, too. Digital tools have made communication much easier and faster, yet as a result, messages and conversations have become just a bit impersonal. It’s easy to forget that there are people on the other side of your computer screen, and sending emails that include a thoughtful message go a long way in building a rapport with your target audience. Additionally, we tend to send thank you messages once a customer has taken action—breaking that mold might just have unexpected results.
The next time you prepare to send out an email to your customers or on behalf of a client, see if it makes sense to include a message of gratitude in the content—or at least the subject line. When you do, keep an eye on your analytics—you might just see a sudden upswing in your stats.
Do you include the words “thank you” in your email messages? If so, how have your results been? If not, try it.
Image by Gamma Man via Creative Commons
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
