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Send
Better
Emails
Senior Communications and Student Recruitment Officer,
University of Toronto
Send
Better
Emails
About Email
Know Your Audience
Always Be Testing
Be Strategic
Resources
Questions
Senior Communications and Student Recruitment Officer,
University of Toronto
yeah, email is boring.
but…
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
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
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/
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/
yeah, email is boring.
Know
Your
Audience
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/
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
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
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
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
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
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
Know
Your
Audience
email is the #1
channel for
generating ROI
permission-based
Emma, 2018 Email Marketing Industry Report
Always
Be Testing
Always Be
Testing
OPENS CLICKS
Subject Line
Sender
Sender
Personalization
Content
Style
Call to Action
A/B TestingAlways Be
Testing
Always Be
Testing
Subject Lines A/B Test: Language
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
Always Be
Testing
Subject Lines A/B Test: Personalization
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
Always Be
Testing
Subject Lines A/B Test: Emojis
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
Always Be
Testing
Android 9 (Pie); Outlook App
Subject Lines A/B Test: Emojis
Always Be
Testing
Windows 7; outlook.office.com
Subject Lines A/B Test: Emojis
Always Be
Testing
Subject Lines A/B Test: Emojis
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
A/B TestingAlways Be
Testing
isn’t perfect
Always Be
Testing
Urchin Tracking
Module
Always Be
Testing
https://pseweb.ca/?ut
m_source=Slate&utm_m
edium=email&utm_cam
paign=drip-
01&utm_content=ontari
o
Always Be
Testing
https://pseweb.ca/?ut
m_source=Slate&utm_m
edium=email&utm_cam
paign=drip-
01&utm_content=ontari
o
https://pseweb.ca/?utm_source=Always Be
Testing
https://pseweb.ca/?utm_source=Slate&utm_mediAlways Be
Testing
.ca/?utm_source=Slate&utm_medium=email&utm_camAlways Be
Testing
&utm_medium=email&utm_campaign=drip-01&utm_coAlways Be
Testing
utm_campaign=drip-01&utm_content=ontarioAlways Be
Testing
Always Be
Testing
Be
Strategic
Be
Strategic
Types of Email
Be
Strategic
Types of Email
Be
Strategic
Calls to Action
Be
Strategic
Be
Strategic
3X
Interactions
Be
Strategic
Be
Strategic
2X
Interactions
Personal &
Text-Based
Emails
Be
Strategic
Personal &
Text-Based
Emails
Be
Strategic
Content
Be
Strategic
Be
Strategic
2
3
4
1
1
2
4
5
1
2
4
3
1
3
4
2
3
Segmentation
Be
Strategic
Segmentation
Be
Strategic
Leverage What
You Know
• Demographics
• Geographics
• Behaviour
Be
Strategic
All Contacts
In Grade 12
Lives in Saskatoon
Has attended an event
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
Automation
Be
Strategic
Be
Strategic
Be
Strategic
81%
Enabled
67%
Enabled
66%
Enabled
Be
Strategic
Resources
Resources
• Really Good Emails
• “Feedback Fridays”
• Industry blogs: Moz, Litmus,
MailChimp, Constant Contact
• Litmus
• Phrasee
• Liveclicker; Moveable Ink
Resources
• Optimizilla
• Readable.com
• MailBakery; Email Monks
Resources
Questions?
steffen.reinhart@utoronto.ca
Questions?
Senior Communications and Student Recruitment Officer,
University of Toronto
Steffen Reinhart
2 @steffffffffffen

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