Successfully reported this slideshow.
Your SlideShare is downloading. ×

Send better emails

Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Ad
Loading in …3
×

Check these out next

1 of 68 Ad
Advertisement

More Related Content

Similar to Send better emails (20)

More from Sarah Khan (20)

Advertisement

Recently uploaded (20)

Advertisement

Send better emails

  1. 1. Send Better Emails Senior Communications and Student Recruitment Officer, University of Toronto
  2. 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. 3. yeah, email is boring.
  4. 4. but…
  5. 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. 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. 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. 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. 9. yeah, email is boring.
  10. 10. Know Your Audience
  11. 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. 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. 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. 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. 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. 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. 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. 18. Know Your Audience email is the #1 channel for generating ROI permission-based Emma, 2018 Email Marketing Industry Report
  19. 19. Always Be Testing
  20. 20. Always Be Testing OPENS CLICKS Subject Line Sender Sender Personalization Content Style Call to Action
  21. 21. A/B TestingAlways Be Testing
  22. 22. Always Be Testing Subject Lines A/B Test: Language
  23. 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. 24. Always Be Testing Subject Lines A/B Test: Personalization
  25. 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. 26. Always Be Testing Subject Lines A/B Test: Emojis
  27. 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. 28. Always Be Testing Android 9 (Pie); Outlook App Subject Lines A/B Test: Emojis
  29. 29. Always Be Testing Windows 7; outlook.office.com Subject Lines A/B Test: Emojis
  30. 30. Always Be Testing Subject Lines A/B Test: Emojis
  31. 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. 32. A/B TestingAlways Be Testing isn’t perfect
  33. 33. Always Be Testing Urchin Tracking Module
  34. 34. Always Be Testing https://pseweb.ca/?ut m_source=Slate&utm_m edium=email&utm_cam paign=drip- 01&utm_content=ontari o
  35. 35. Always Be Testing https://pseweb.ca/?ut m_source=Slate&utm_m edium=email&utm_cam paign=drip- 01&utm_content=ontari o
  36. 36. https://pseweb.ca/?utm_source=Always Be Testing
  37. 37. https://pseweb.ca/?utm_source=Slate&utm_mediAlways Be Testing
  38. 38. .ca/?utm_source=Slate&utm_medium=email&utm_camAlways Be Testing
  39. 39. &utm_medium=email&utm_campaign=drip-01&utm_coAlways Be Testing
  40. 40. utm_campaign=drip-01&utm_content=ontarioAlways Be Testing
  41. 41. Always Be Testing
  42. 42. Be Strategic
  43. 43. Be Strategic
  44. 44. Types of Email Be Strategic
  45. 45. Types of Email Be Strategic
  46. 46. Calls to Action Be Strategic
  47. 47. Be Strategic 3X Interactions
  48. 48. Be Strategic
  49. 49. Be Strategic 2X Interactions
  50. 50. Personal & Text-Based Emails Be Strategic
  51. 51. Personal & Text-Based Emails Be Strategic
  52. 52. Content Be Strategic
  53. 53. Be Strategic 2 3 4 1 1 2 4 5 1 2 4 3 1 3 4 2 3
  54. 54. Segmentation Be Strategic
  55. 55. Segmentation Be Strategic Leverage What You Know • Demographics • Geographics • Behaviour
  56. 56. Be Strategic All Contacts In Grade 12 Lives in Saskatoon Has attended an event
  57. 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
  58. 58. Automation Be Strategic
  59. 59. Be Strategic
  60. 60. Be Strategic 81% Enabled 67% Enabled 66% Enabled
  61. 61. Be Strategic
  62. 62. Resources
  63. 63. Resources • Really Good Emails • “Feedback Fridays” • Industry blogs: Moz, Litmus, MailChimp, Constant Contact
  64. 64. • Litmus • Phrasee • Liveclicker; Moveable Ink Resources
  65. 65. • Optimizilla • Readable.com • MailBakery; Email Monks Resources
  66. 66. Questions?
  67. 67. steffen.reinhart@utoronto.ca Questions? Senior Communications and Student Recruitment Officer, University of Toronto Steffen Reinhart 2 @steffffffffffen

×