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Morgan Stewart

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Organizations are doing a better job of designing their emails to drive click activity. The importance of sender and subject lines is increasing because subscribers are using them to determine if they are going to get engaged with an email. Higher engagement means more clicks.

The larger the list, the more important it is to have compelling creative and offers in order to generate click-through rates in your campaign. With larger lists, it is much more difficult to drive significantly higher open rates than normal. This is due to both list fatigue inherent in larger lists and the reality that it is difficult to convey compelling and relevant messages to a large audience through the subject line.

During the summer months, email recipients are most likely spending the weekend outdoors away from their computers. In the winter, subscribers may spend more time indoors catching up on email and/or preparing for the week ahead.

One of the criteria for making the decision was surveys of the employees about their preferences, and we did take into account their housing situation.

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