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Send better emails
- 1. Send Better Emails Senior Communications and Student Recruitment Officer, University of Toronto
- 2. Send Better Emails About Email Know Your Audience Always Be Testing Be Strategic Resources Questions Senior Communications and Student Recruitment Officer, University of Toronto
- 3. yeah, email is boring.
- 4. but…
- 5. 3,930,000,000Email users (projected 2019) The Radicati Group, Email Statistics Report, 2019-2023 https://www.radicati.com/wp/wp-content/uploads/2019/04/Email-Market-2019-2023-Executive-Summary.pdf
- 6. 293,600,000,000Emails sent every day (projected 2019) The Radicati Group, Email Statistics Report, 2019-2023 https://www.radicati.com/wp/wp-content/uploads/2019/04/Email-Market-2019-2023-Executive-Summary.pdf
- 7. 82%Email adoption by US users aged 12-17 Forrester, Forrester Analytics: Email Marketing Forecast, 2018 To 2023 (US) https://go.forrester.com/blogs/youve-still-got-mail/
- 8. 6XEmail vs. Twitter click-through rate Campaign Monitor, Email Marketing vs Social Media: Are You Focusing on the Wrong Channel? https://www.campaignmonitor.com/blog/email-marketing/2019/05/email-marketing-vs-social-media/
- 9. yeah, email is boring.
- 11. Know Your Audience 73% 45% 39% 27% 55% 61% 2011 2016 2018 Universal Device Open Rates: Desktop vs. Mobile Desktop Mobile SuperOffice, The Science Behind Email Open Rates (and How to Get More People to Read Your Emails) https://www.superoffice.com/blog/email-open-rates/
- 12. Know Your Audience 42% 77% 58% 23% Ontario Prospective Student Email, September 2018 Ontario Guidance Counsellor Email, September 2018 Prospect and Counsellor Device Open Rates: Desktop vs. Mobile Desktop Mobile
- 13. Know Your Audience 4% 1% 8% 44% 10% 25% 36% 18% 18% 17% 4% 2% Outlook Internet Explorer Chrome iPhone Android Other Prospect and Counsellor Open Rates by Browser Ontario Prospective Student Email, September 2018 Ontario Guidance Counsellor Email, September 2018
- 14. Know Your Audience 21.80% Open Rate 2.48% Click Rate MailChimp, Email Marketing Benchmarks https://mailchimp.com/resources/email-marketing-benchmarks/ MailChimp “Education and Training” Customers: Overall Open & Click Rate
- 15. Know Your Audience 23.2% USA Open Rate 49.2% International Open Rate 49.7% Ontario Open Rate 57.5% Canada Open Rate 2018 Drip Marketing Campaign Kick-Off Email
- 16. Know Your Audience 45% 18% 11% 3% 2% 9% Engaged Contacts Bought Contacts 2018 Drip Marketing Campaign Kick-Off Email: Engaged vs Bought Open Rate Click Rate Bounce Rate
- 17. Know Your Audience 44.8% Engaged USA Open Rate 49.2% International Open Rate 49.7% Ontario Open Rate 57.5% Canada Open Rate 2018 Drip Marketing Campaign Kick-Off Email
- 18. Know Your Audience email is the #1 channel for generating ROI permission-based Emma, 2018 Email Marketing Industry Report
- 20. Always Be Testing OPENS CLICKS Subject Line Sender Sender Personalization Content Style Call to Action
- 22. Always Be Testing Subject Lines A/B Test: Language
- 23. Always Be Testing Subject Lines A/B Test: Language Open Rate Subject Line: Standard vs. Imperative Ontario March Break Invite, March 2019 47% 53% Standard Imperative
- 24. Always Be Testing Subject Lines A/B Test: Personalization
- 25. Always Be Testing Subject Lines A/B Test: Personalization Open Rate Subject Line: Generic vs. Personalized Canadian Prospective Student Email, June 2019 37% 41% Standard Personalized
- 26. Always Be Testing Subject Lines A/B Test: Emojis
- 27. Always Be Testing Subject Lines A/B Test: Emojis 37% 35% Standard Emoji Open Rate Subject Line: Generic vs. Emoji U.S. Prospective Student Email, June 2019
- 28. Always Be Testing Android 9 (Pie); Outlook App Subject Lines A/B Test: Emojis
- 29. Always Be Testing Windows 7; outlook.office.com Subject Lines A/B Test: Emojis
- 30. Always Be Testing Subject Lines A/B Test: Emojis
- 31. Always Be Testing Subject Lines A/B Test: Emojis 69% 64% Standard Emoji Open Rate Subject Line: Generic vs. Emoji Vancouver Event Email, April 2019
- 32. A/B TestingAlways Be Testing isn’t perfect
- 42. Be Strategic
- 43. Be Strategic
- 48. Be Strategic
- 55. Segmentation Be Strategic Leverage What You Know • Demographics • Geographics • Behaviour
- 56. Be Strategic All Contacts In Grade 12 Lives in Saskatoon Has attended an event
- 57. All Contacts Senior/Grade 12 Junior/Grade 11 U.S.A. International Ontario Canada U.S.A. International Ontario Canada U.A.E. India Indonesia Be Strategic School Visit Campus Tour OUF Website Visit
- 59. Be Strategic
- 61. Be Strategic
- 63. Resources
- 64. Resources • Really Good Emails • “Feedback Fridays” • Industry blogs: Moz, Litmus, MailChimp, Constant Contact
- 65. • Litmus • Phrasee • Liveclicker; Moveable Ink Resources
- 66. • Optimizilla • Readable.com • MailBakery; Email Monks Resources
- 67. Questions?
- 68. steffen.reinhart@utoronto.ca Questions? Senior Communications and Student Recruitment Officer, University of Toronto Steffen Reinhart 2 @steffffffffffen