Best Practices for Email
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Best Practices for Email
Overview• List Targeting• Content Creation• Pre-headers• Test!• Best Practices:• Subject Length• Best days to send• Best time of day to send
• Key Points• Upcoming Transition
List Targeting
Image/Text Balanced
Content Creation
Text Heavy
No Pre-header In Use
Pre-header In Use
Test, Test and Test Again
Subject Lines
1 to 2011%
21 to 5046%
51 to 7030%
71 to 9913%
Character Length
1 to 20 21 to 50 51 to 70 71 to 99
• Longest subject line: 99 characters
• Shortest subject line: 9 characters
Subject Lines: Stats
1 to 20 21 to 50 51 to 70 71 to 990
5
10
15
20
25
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.823.67
19.49
21.75
17.63
0.39
0.6
0.67
0.150.12
0.14
0.1
0.05
Avg Open % Avg Click % Avg Unsub %
• Subject length with highest open rate: 1 to 20 characters
• Subject length with lowest open rate: 71 to 99 characters
Days of the WeekSunday
4%Monday
11%
Tuesday13%
Wednesday14%
Thursday30%
Friday21%
Saturday7%
Most Common Days
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
• Thursday, Friday, Wednesday most common
Days of the Week: Stats
Sunday Monday Tuesday Wednesday Thursday Friday Saturday0
5
10
15
20
25
30
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
20.85
26.59
18.7717.99
21.98
18.11 18.59
0.46
0.72
0.68
0.470.5
0.43
0.73
0.3
0.10.07
0.12 0.13 0.14
0.01
Avg. Open % Avg. Click % Avg. Unsub %
• Highest open rate: Monday
• Lowest open rate: Wednesday
Time of Day 12:00 a.m. - 6:00 a.m.
2%
6:01 a.m. - 12:00 p.m.32%
12:01 p.m. - 6:00 p.m.38%
6:01 p.m. - 11:50 p.m.29%
12:00 a.m. - 6:00 a.m. 6:01 a.m. - 12:00 p.m. 12:01 p.m. - 6:00 p.m. 6:01 p.m. - 11:50 p.m.
• Most popular time of day: Afternoon/early evening
• Least popular time of day: Early morning
12:00 a.m. - 6:00 a.m. 6:01 a.m. - 12:00 p.m. 12:01 p.m. - 6:00 p.m. 6:01 p.m. - 11:59 p.m.0
5
10
15
20
25
30
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
19.47 19.5117.3
25.5
0.24
0.550.52
0.59
0.12 0.11 0.13 0.12
Chart Title
Avg. Open % Avg. Click % Avg. Unsub %
Time of Day: Stats
• Time of day with highest open rate: Mid/Late evening
• Time of day with lowest open rate: Afternoon/early evening
Key Points
• List segmentation: Send reminder emails to OPENS• Make sure you are copying HTML to text• Balance content (text/images) – Use pre-header!• Spell check (text version comes in handy)• Test!• Subject Lines: Concise and to the point• Days to send: Sunday, Monday, Thursday• Time of day to send: Mid-Late evening or early morning• Schedule your email on the calendar:
http://alumni.colorado.edu/ecomm/home/ecomm-calendar/
Upcoming Transition
• Harris – end date November of 2015
• New Tool – start transitioning next spring• Licenses• More structured format for emails
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