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
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