Opening slides containing email facts and tips at Email Academy on November 7, 2014.

1. Email
Academy
November 7, 2014
8:30am-3:30pm
Harvard i-lab
#digemail

2. Your subject lines should have C.U.R.V.E.
C.U.R.V.E. – Curiosity, Urgency, Relevancy,
Value, and Emotions.

3. Send from a real person (not from
donotreply@xxx.com)

4. 43% of mobile email users check email 4 or
more times per day.
Source: Merkle “View From the Digital Inbox 2011”

5. A/B test subject lines.

6. 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

7. Don’t buy email lists. Ever.

8. For every 1,000 fundraising emails sent, a
nonprofit raises $17.
Source: M+R and NTEN

9. Never ever forget to follow up.

10. Cut the length of your email copy in half.
Now cut it in half again.

11. People want to hear from a human being, so
make it clear that you are one.

12. Know your audience.

13. Quality over quantity.
Remember, you’re running a marketing
marathon, not the 100-yard dash.

14. The preheader is your 3rd chance to make a
1st impression.

15. Enlist a proofreader.

16. By 2015, the average # of emails people
receive will be 84 per day.
Source: The Radicati Group, Inc.

17. Broaden your metrics past open and click
rates.

18. The human attention span is down to 8
seconds.
A goldfish’s attention span is 9 seconds.
Source: Static Brain

19. Don’t make subject lines too detailed.

20. Best time to send emails
Source: MailChimp

21. People spend a total of 2.6 hrs/day checking
email.
Source: McKinsey Institute

22. Draft your subject lines.

23. 58% of people check email first thing in the
morning.
Source: Marketo (2013)

24. 75% of people prefer email communication.
Source: Direct Marketing Institute

25. Have a process.

26. 83% of users admit to checking email after
work using a smartphone or mobile device.
Source: Osterman Research Survey, commissioned by Neverfail

27. When writing an email, every word
matters, and useless prose doesn’t.
Be crisp in your delivery.

28. Review your emails on multiple
platforms.

29. 79% of smartphone owners use their
smartphone for reading email.
Source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits”

30. Don’t be afraid to resend.

31. Email is the most used functionality on
smartphones.

32. Short subject lines increase open rates.

33. 80% of people are only scanning your email.
Source: Neilsen Norman Group