Recent Posts

Our Newest Web Project Launches

Aug 21—We are happy to announce the birth of our newest baby - a brand new website for Warkwyn Associates. Who? Warkwyn is an accomplished audio design and engineering firm. We are sharing this news with...Read More

Look Like Who You Really Are

Jul 30— Do you look like who you are? This question is not an “if a tree falls in the woods” Zen kind of question. What we are really asking is: "Do your graphics and other marketing...Read More

Redefining the word Customer

Jul 01—We recently attended the InfoComm trade show in Las Vegas and came away thinking about the meaning of the word “customer” and the way one’s definition influences a brand’s marketing...Read More

Point Of Sale Displays that Sell Product

Jun 17—You are already using the Internet, social networks and traditional media to reach the customer with your brand story. But if you’re not telling your unique brand and product story at bricks and...Read More

What do your customers think of you

Jun 03—A special guest blog by Wendy Price Some of you may say, “I already know what they think.”  Others of you might say, “I’ll just ask my sales people and account managers...Read More

Ten Print Advertising Tips

May 22—In our last blog we made a compelling case that print advertising is relevant and valuable even in this digital age. Now we turn our attention to a handful of basic techniques for making your print advertising...Read More

The Value of Print Advertising

May 07—We almost always include print advertising in our clients’ marketing and media plans. Sometimes we get the reaction “Print? Really? We hear that print is dead.”  There is no...Read More

Making Text More Readable

Apr 15—Words. Every marketer needs them. Sometimes you need a lot of words to get your sales message across. (In our imaginations) our readers hunger to fully understand the marketing techniques we...Read More

Retail Reality-Product Demos-and You

Apr 02—Remember when owning a decent stereo was a major life goal and when shopping in a hi-fi store was fun? We are unapologetically nostalgic for the days when retailers actively sold A/V products; when the...Read More

Ma Mark Marketing or the Importance of Email Subject Lines

Mar 19—Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing...Read More

How to Stay out of the Trashcan or the Lessons Learned from a Parking Lot

Mar 04—Marketers of CE products should count themselves lucky. We have it easy; we’re selling fun stuff – toys that help people enjoy great music and entertaining movies and TV programming. But just...Read More

Five Ways to Make Time for Customer Outreach

Feb 19—“Time keeps everything from happening all at once." - Henri Bergson  If you’ve read our website or spoken with us about marketing you know that we’re absolutely rabid...Read More

Brands that Communicate Win

Feb 05—The most successful brands regularly keep in touch and stay top of mind with their customers (end-users and channel partners) via blogs, newsletters and social media. With the advent of new Google search...Read More

Content is Definitely King since Google Changed Search Algorithms

Jan 28—The word “algorithm” is the equivalent of Ambien – it puts most people right to sleep. So it is miraculous that we actually read the news about Google’s newest search engine algorithms...Read More

How Pawn Takes Queen

Jan 20—We would like all of our readers to believe we are the source of all marketing wisdom and insight.  While that is largely true, sometimes we stumble upon someone who has written an article that perfectly...Read More

Should High-End CE Companies Bother with Social Media

Dec 11—On several occasions clients have asked us whether it was worth their time and effort to participate in social media outreach. The tone in which the question was asked told us that the answer they wanted...Read More

Rants from the Frozen Tundra

Nov 25—A friend of ours from the land of baby seals* was inspired by our blog Turning Bad Consumer Reviews into Good  to send us a couple of rants regarding Big Mistakes he sees CE manufacturers consistently...Read More

Flying Without Navigation

Nov 13—Or how we learned to stop worrying and love the research bomb* Imagine you are on a jumbo jet for a 15-1/2 hour flight from LA to Australia. Just after takeoff the pilot announces, “Ladies and...Read More

Coal into Diamonds - Turning Bad Consumer Reviews into Good

Oct 26—We often advise our clients to allow consumers to post reviews on the company website. From the looks of horror on their faces you would think we had proposed offing Granny for the insurance money....Read More

Direct to Consumer Sales and Channel Stress

Oct 14—One of the many services we offer our clients is helping develop direct-to-consumer sales programs for their websites and email communications. When we’ve mentioned that option to some potential...Read More

The Top Twelve Things Your Website Needs To Do - Part Three

Oct 02—In our previous two blog posts we wrote about eight of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One and Part Two you might want to...Read More

The Top Twelve Things Your Website Needs To Do - Part Two

Sep 17—In our last blog post we wrote about four of the top twelve things a brand's website needs to do to be effective. If you didn't read Part One you might want to do that now...................Done? ...Read More

The Top Twelve Things Your Website Needs To Do - Part One

Aug 28— It should be unnecessary to say it in this day and age but just for the record – Your website is the single most important weapon in your marketing arsenal. Don't believe it? When you're...Read More

Mar 19

Ma Mark Marketing or the Importance of Email Subject Lines

Regular readers of the CE Marketing Prose newsletter may have noticed oddities in our last two emails. The February 19 edition went out with the subject line “Mark” in place of “Marketing Insights to Help your Business Grow.” Doh! That was a mistake caused by a combination of a technical glitch and (mostly) human error. OK, we won’t make that mistake again! Not at least until the very next issue which went out with the even more enigmatic subject line: “Ma.” Double doh!

After that you probably concluded that we had finally slipped into full-fledged idiocy (in place of our normal semi-idiocy). And you would be right! Even though it was partly a technical issue, we could have been more careful and avoided making the same mistake. With reddened cheeks we offer our humble apologies for the errors.

But the real story here is the shocking results – way higher open rates! 

Date

Subject line

Open rate

Click rate

Opt outs

Jan 21

Marketing Insights to Help Your Business Grow

34%

20%

2

Jan 29

Special Bonus Issue from the CE Marketing Pros

27%

20%

0

Feb 5

Marketing Insights to Help Your Business Grow

31%

17%

0

Feb 19

Mark

45%

12%

4

March 5

Ma

42%

16%

1

So what can we learn from these numbers? First, our usual open rates are good
for our type of email and the "mistake" email open rates are way above average for
our type of email. Next, our double-digit click-through
rate is spectacularly better
than any category average (typically single digit).  Despite the some-
what lower click-through
rates on the “mistake” emails, the total number of readers who clicked and presumably read our missives was higher than usual. That’s a win. 

Takeaways
So will we keep using nonsense subject lines? Nope. We’re not willing to bet that it would continue to work, nor that you wouldn’t start thinking less of our intelligence. You have the right to know that the email is what it really is – our damn good marketing advice to help your business grow. But it does point out that subject lines matter – a lot. If you want your readers to open your email communications you need to choose carefully. But how?

We use EMMA as our email campaign manager service. EMMA has the ability to test up to three subject lines with a portion of the mailing list before blasting out to the balance of the list. For example, if your list is 1800, EMMA will test 20% of the list (360); 120 people will get subject line 1, 120 different people see subject line 2 and 120 see subject 3. EMMA then monitors and reports open rate for each subject line. If you prefer (as we do) EMMA will automatically send the balance of the emails with the “winning” subject line.

Our typical subject line “Marketing Insights to Help Your Business Grow” had so consistently “won” the competitions that we stopped testing some months ago. But these recent results made us realize we should go back to testing to see if we can find something even better.

And your big takeaways here?

  • Email marketing still works if it is done well.
  • Measure every marketing activity. Without metrics you would shoot in the dark and be incapable of adjusting tactics for better results.
  • Test your subject lines.
  • Al and Paul clearly know what they are doing with this email-marketing thing so when I’m ready to seek help in building a successful campaign I am going to call them and only them and then I am going to give them money. Gee those guys are swell!

About CE-Marketing Pros
We’re a full service marketing/advertising agency specializing in helping consumer electronics brands and retailers compete more effectively. Former marketing executives with two of the most successful CE brands, Al Ballard and Paul DiComo help brands STAND OUT in a crowded and confusing CE marketplace. 

WE KNOW CE.

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