Why do people open emails?
-
Upload
justin-megahan -
Category
Technology
-
view
4.564 -
download
0
Transcript of Why do people open emails?
![Page 1: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/1.jpg)
WHY DO PEOPLE OPEN EMAILS?Alookat85,637subjectlines,1.7bsends&232mopens
![Page 2: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/2.jpg)
EVERYONE GETS TOO MANY EMAILS
![Page 3: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/3.jpg)
AND THE TRUTH IS, MOST EMAILS AREN’T OPENED :(
The85,637emailcampaignswelookedattotaled1.7billionsends.Only232million-or
13.53%-wereopened.
![Page 4: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/4.jpg)
BUT SOME EMAILS DID MUCH BETTER THAN OTHERS
While2in5emailshadopenratesunder10%,1in5hadanopenrateabove50%.
![Page 5: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/5.jpg)
WHY?Whatisitthatgetsapersonto
openanemail?
![Page 6: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/6.jpg)
AND HOW CAN SUBJECT LINES INCREASE OR DECREASE OPEN RATES?
![Page 7: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/7.jpg)
UsingMixpanel’sdata,weputbestpracMcesandconvenMonalwisdomtothetest.
![Page 8: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/8.jpg)
HOW LONG SHOULD A SUBJECT LINE BE?40to60characters?30to50characters?
![Page 9: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/9.jpg)
NOPEUnder30charactersworksbest.(Literally,theshorter,thebeRer.)
![Page 10: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/10.jpg)
OPEN RATE BY SUBJECT LENGTH
![Page 11: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/11.jpg)
WHY?WhydoopenratesdropaTer
30characters?
![Page 12: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/12.jpg)
APPS LIKE GOOGLE’S INBOX TRUNCATE AFTER 30 CHARACTERS
MOBILE
![Page 13: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/13.jpg)
PEOPLE READ EMAILS ON THEIR PHONES
Itcanbehardtogetsubjectlinesthatshort,butlookatthefirst27charactersofyoursubjectlineandmake
surethey’recompelling.
“HunterWalkgrewYouTubeby…”
![Page 14: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/14.jpg)
DOES PERSONALIZING AN EMAIL INCREASE OPENS?
![Page 15: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/15.jpg)
IT’S CERTAINLY POPULAR
1in14subjectlinesusepersonalizaMon.
ThemostpopularusecasewasinserMngtherecipientsfirstnameinthesubjectline.
![Page 16: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/16.jpg)
BUT OVERALL, IT DECREASED OPEN RATES :(
Personalizedemailswereonlyopened9.34%oftheMme(-3.29%)
![Page 17: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/17.jpg)
PERSONALIZATION CAN BE COMPELLING THOUGH
PersonalizaMonisatool,andwedon’talwaysuseitwell.Justpu\nganameinasubjectlinewon’tincreaseopens.
Othervariables,likeincludingthenameofanitemleTinthecart,resultedinhighopenrates(34%).
![Page 18: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/18.jpg)
HOW DOES WORD AND PUNCTUATION CHOICE AFFECT
OPEN RATE?
![Page 19: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/19.jpg)
BE NICESubjectlinesthatusepolitewordslike“please”,“thanks”,and“sorry”havea
22.98%openrate(+9.45%).
![Page 20: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/20.jpg)
AND DON’T SHOUTIncludinga“!”droppedopenratesdownto10.92%.AndemailswithmulMpleexclamaMonmarkswereevenlower.
![Page 21: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/21.jpg)
ASK QUESTIONSEmailsthataskedquesMonshada
15.21%openrate(+1.68%).
![Page 22: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/22.jpg)
AND ANSWER THEMSubjectlineswith“Howto”were
opened20.66%oftheMme(+7.13%).
![Page 23: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/23.jpg)
USE INFORMAL LANGUAGEAgainandagain,subjectlineswithinformallanguagehadhigheropenratesthantheirformalcounterparts.
![Page 24: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/24.jpg)
SAY THANKS, NOT THANK YOU
![Page 25: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/25.jpg)
HELP BEATS ASSIST
![Page 26: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/26.jpg)
CHECK, NOT VERIFY
![Page 27: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/27.jpg)
GET DOUBLES RECEIVE
![Page 28: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/28.jpg)
URGENCY DOESN’T INCREASE OPENS
Wordslike“today”,“tomorrow”,“tonight”,or“now”didn’tincreaseopens.Infact,theyhadaslightlyloweropenrate,at12.67%(-0.86%).
![Page 29: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/29.jpg)
SALES-Y LANGUAGE DROPS OPEN RATES
Emailswithwordslike‘offer’,‘code’,‘coupon’,‘sale’,‘$’,‘discount’havea10.34%openrate(-3.19%).
![Page 30: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/30.jpg)
“FREE” WORKS?Yep.It’sgota17.27%openrate.Why?Yourguessisasgoodasmine.Butit’sworking–solet’sallgo
ruinitagain.
![Page 31: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/31.jpg)
DON’T BUILD TOMORROW’S EMAILS WITH YESTERDAY’S BEST PRACTICESDon’twritebestpracMcesinstone,beempatheMcandthinkaboutyourreaderasaperson.Talklikea
realperson,beniceandbecompelling.
![Page 32: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/32.jpg)
[email protected] the full report at The Signal & email me your questions
![Page 33: Why do people open emails?](https://reader035.fdocuments.net/reader035/viewer/2022081414/5a6d4a617f8b9ab8418b6259/html5/thumbnails/33.jpg)
WHY DO PEOPLE OPEN EMAILS?Alookat85,637subjectlines,1.7bsends&232mopens
CLICK TO TWEET