Email marketing: Show recipients value

Email marketers have been urged to capture recipient interest by showing value within the first two words.

Digital agency Marketing Sherpa conducted analysis of email marketing efforts and discovered that the most successful campaigns were the ones in which the title illustrated the value of the content.

Examples of successful openings included "how to" and "six actions".

However, a spokesman from the firm warns that businesses should consider their brands and not just the number of people opening messages.

"Subject lines also need to stay within brand guidelines. It's easy to get a high open rate by using sensationalistic language. But if you are not careful, you can harm your brand in the process," he adds.

The Internet Advertising Bureau says email marketing is very easy to do but hard to do well.

It urges marketers to send fewer messages and make sure every email issued was relevant and interesting to the consumer.