email academy facts and tips

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November 7, 2014 8:30am-3:30pm Harvard i-lab Email Academy #digemail

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November 7, 2014

8:30am-3:30pm

Harvard i-lab

Email

Academy

#digemail

Your subject lines should have C.U.R.V.E.

C.U.R.V.E. – Curiosity, Urgency, Relevancy,

Value, and Emotions.

Send from a real person (not from

[email protected])

43% of mobile email users check email 4 or

more times per day.

Source: Merkle “View From the Digital Inbox 2011”

A/B test subject lines.

Email’s ROI is at the top of the heap at $44.25 with search a distant second at

$22.24.

Source: Direct Marketing Association

Don’t buy email lists. Ever.

For every 1,000 fundraising emails sent, a

nonprofit raises $17.

Source: M+R and NTEN

Never ever forget to follow up.

Cut the length of your email copy in half.

Now cut it in half again.

People want to hear from a human being, so

make it clear that you are one.

Know your audience.

Quality over quantity.

Remember, you’re running a marketing

marathon, not the 100-yard dash.

The preheader is your 3rd chance to make a

1st impression.

Enlist a proofreader.

By 2015, the average # of emails people

receive will be 84 per day.

Source: The Radicati Group, Inc.

Broaden your metrics past open and click

rates.

The human attention span is down to 8

seconds.

A goldfish’s attention span is 9 seconds.

Source: Static Brain

Don’t make subject lines too detailed.

Best time to send emails

Source: MailChimp

People spend a total of 2.6 hrs/day checking

email.

Source: McKinsey Institute

Draft your subject lines.

58% of people check email first thing in the

morning.

Source: Marketo (2013)

75% of people prefer email communication.

Source: Direct Marketing Institute

Have a process.

83% of users admit to checking email after

work using a smartphone or mobile device.

Source: Osterman Research Survey, commissioned by Neverfail

When writing an email, every word

matters, and useless prose doesn’t.

Be crisp in your delivery.

Review your emails on multiple

platforms.

79% of smartphone owners use their

smartphone for reading email.

Source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits”

Don’t be afraid to resend.

Email is the most used functionality on

smartphones.

Short subject lines increase open rates.

80% of people are only scanning your email.

Source: Neilsen Norman Group