email academy facts and tips
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November 7, 20148:30am-3:30pmHarvard i-labEmail Academy#digemailYour subject lines should have C.U.R.V.E.
C.U.R.V.E. Curiosity, Urgency, Relevancy, Value, and Emotions.2Send from a real person (not from email@example.com)43% of mobile email users check email 4 or more times per day.
Source: Merkle View From the Digital Inbox 20114A/B test subject lines.Emails ROI is at the top of the heap at $44.25 with search a distant second at $22.24.
Source: Direct Marketing Association6Dont buy email lists. Ever.7For every 1,000 fundraising emails sent, a nonprofit raises $17.
Source: M+R and NTEN
8Never ever forget to follow up.9Cut the length of your email copy in half.
Now cut it in half again.10People want to hear from a human being, so make it clear that you are one.11Know your audience.Quality over quantity.
Remember, youre running a marketing marathon, not the 100-yard dash.13The preheader is your 3rd chance to make a 1st impression.14Enlist a proofreader.By 2015, the average # of emails people receive will be 84 per day.
Source: The Radicati Group, Inc.16Broaden your metrics past open and click rates.The human attention span is down to 8 seconds.
A goldfishs attention span is 9 seconds.
Source: Static Brain18Dont make subject lines too detailed.Best time to send emails
People spend a total of 2.6 hrs/day checking email.
Source: McKinsey Institute21Draft 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 Institute24Have a process. 2583% of users admit to checking email after work using a smartphone or mobile device.
Source: Osterman Research Survey, commissioned by Neverfail
26When writing an email, every word matters, and useless prose doesnt.
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 Habits29Dont be afraid to resend.Email is the most used functionality on smartphones.
31Short subject lines increase open rates.80% of people are only scanning your email.
Source: Neilsen Norman Group