Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
WHY DO PEOPLE
OPEN EMAILS?
A	look	at		85,637	subject	lines,	
1.7b	sends	&	232m	opens
EVERYONE GETS TOO MANY EMAILS
AND THE TRUTH IS, MOST
EMAILS AREN’T OPENED :(
The	85,637	email	campaigns	we	looked	at	
totaled	1.7	billion	sends.	Only	23...
BUT SOME EMAILS DID MUCH
BETTER THAN OTHERS
While	2	in	5	emails	had	open	rates	under	
10%,	1	in	5	had	an	open	rate	above	5...
WHY?
What	is	it	that	gets	a	person	to	
open	an	email?
AND HOW CAN SUBJECT LINES
INCREASE OR DECREASE OPEN RATES?
Using	Mixpanel’s	data,	we	put	best	pracMces	
and	convenMonal	wisdom	to	the	test.
HOW LONG SHOULD A
SUBJECT LINE BE?
40	to	60	characters?	
30	to	50	characters?
NOPE
Under	30	characters	works	best.	
(Literally,	the	shorter,	the	beRer.)
OPEN RATE BY SUBJECT LENGTH
WHY?
Why	do	open	rates	drop	aTer	
30	characters?
APPS LIKE GOOGLE’S INBOX TRUNCATE AFTER 30 CHARACTERS
MOBILE
PEOPLE READ EMAILS ON THEIR PHONES
It	can	be	hard	to	get	subject	lines	that	short,	but	look	at	
the	first	27	characters	of	...
DOES PERSONALIZING AN
EMAIL INCREASE OPENS?
IT’S CERTAINLY POPULAR
1	in	14	subject	lines	use	personalizaMon.	
The	most	popular	use	case	was	inserMng	the	
recipients	fi...
BUT OVERALL, IT DECREASED
OPEN RATES :(
Personalized	emails	were	only	opened	9.34%

of	the	Mme	(-3.29%)
PERSONALIZATION CAN BE
COMPELLING THOUGH
PersonalizaMon	is	a	tool,	and	we	don’t	always	use	it	well.	
Just	pung	a	name	in	a...
HOW DOES WORD AND
PUNCTUATION CHOICE AFFECT
OPEN RATE?
BE NICE
Subject	lines	that	use	polite	words	like	
“please”,	“thanks”,	and	“sorry”	have	a	
22.98%	open	rate	(+9.45%).
AND DON’T SHOUT
Including	a	“!”	dropped	open	rates	down	
to	10.92%.	And	emails	with	mulMple	
exclamaMon	marks	were	even	lo...
ASK QUESTIONS
Emails	that	asked	quesMons	had	a	
15.21%	open	rate	(+1.68%).
AND ANSWER THEM
Subject	lines	with	“How	to”	were	
opened	20.66%	of	the	Mme	(+7.13%).
USE INFORMAL LANGUAGE
Again	and	again,	subject	lines	with	
informal	language	had	higher	open	
rates	than	their	formal	coun...
SAY THANKS, NOT THANK YOU
HELP BEATS ASSIST
CHECK, NOT VERIFY
GET DOUBLES RECEIVE
URGENCY DOESN’T
INCREASE OPENS
Words	like		“today”,	“tomorrow”,	“tonight”,	or	
“now”	didn’t	increase	opens.	In	fact,	they	...
SALES-Y LANGUAGE DROPS
OPEN RATES
Emails	with	words	like	‘offer’,	‘code’,	‘coupon’,	‘sale’,	
‘$’,	‘discount’	have	a	10.34%	...
“FREE” WORKS?
Yep.	It’s	got	a	17.27%	open	rate.	Why?	Your	guess	
is	as	good	as	mine.	But	it’s	working	–	so	let’s	all	go	
r...
DON’T BUILD TOMORROW’S EMAILS
WITH YESTERDAY’S BEST PRACTICES
Don’t	write	best	pracMces	in	stone,	be	empatheMc	
and	think	...
justin.megahan@mixpanel.com
Read the full report at The Signal & email me your questions
WHY DO PEOPLE
OPEN EMAILS?
A	look	at		85,637	subject	lines,	
1.7b	sends	&	232m	opens
CLICK TO TWEET
Upcoming SlideShare
Loading in …5
×

Why do people open emails?

7,745 views

Published on

A look at 85,637 subject lines, 1.7b sends & 232m opens

Published in: Technology

Why do people open emails?

  1. 1. WHY DO PEOPLE OPEN EMAILS? A look at 85,637 subject lines, 1.7b sends & 232m opens
  2. 2. EVERYONE GETS TOO MANY EMAILS
  3. 3. AND THE TRUTH IS, MOST EMAILS AREN’T OPENED :( The 85,637 email campaigns we looked at totaled 1.7 billion sends. Only 232 million - or 13.53% - were opened.
  4. 4. BUT SOME EMAILS DID MUCH BETTER THAN OTHERS While 2 in 5 emails had open rates under 10%, 1 in 5 had an open rate above 50%.
  5. 5. WHY? What is it that gets a person to open an email?
  6. 6. AND HOW CAN SUBJECT LINES INCREASE OR DECREASE OPEN RATES?
  7. 7. Using Mixpanel’s data, we put best pracMces and convenMonal wisdom to the test.
  8. 8. HOW LONG SHOULD A SUBJECT LINE BE? 40 to 60 characters? 30 to 50 characters?
  9. 9. NOPE Under 30 characters works best. (Literally, the shorter, the beRer.)
  10. 10. OPEN RATE BY SUBJECT LENGTH
  11. 11. WHY? Why do open rates drop aTer 30 characters?
  12. 12. APPS LIKE GOOGLE’S INBOX TRUNCATE AFTER 30 CHARACTERS MOBILE
  13. 13. PEOPLE READ EMAILS ON THEIR PHONES It can be hard to get subject lines that short, but look at the first 27 characters of your subject line and make sure they’re compelling. “Hunter Walk grew YouTube by…”
  14. 14. DOES PERSONALIZING AN EMAIL INCREASE OPENS?
  15. 15. IT’S CERTAINLY POPULAR 1 in 14 subject lines use personalizaMon. The most popular use case was inserMng the recipients first name in the subject line.
  16. 16. BUT OVERALL, IT DECREASED OPEN RATES :( Personalized emails were only opened 9.34%
 of the Mme (-3.29%)
  17. 17. PERSONALIZATION CAN BE COMPELLING THOUGH PersonalizaMon is a tool, and we don’t always use it well. Just pung a name in a subject line won’t increase opens. Other variables, like including the name of an item leT in the cart, resulted in high open rates (34%).
  18. 18. HOW DOES WORD AND PUNCTUATION CHOICE AFFECT OPEN RATE?
  19. 19. BE NICE Subject lines that use polite words like “please”, “thanks”, and “sorry” have a 22.98% open rate (+9.45%).
  20. 20. AND DON’T SHOUT Including a “!” dropped open rates down to 10.92%. And emails with mulMple exclamaMon marks were even lower.
  21. 21. ASK QUESTIONS Emails that asked quesMons had a 15.21% open rate (+1.68%).
  22. 22. AND ANSWER THEM Subject lines with “How to” were opened 20.66% of the Mme (+7.13%).
  23. 23. USE INFORMAL LANGUAGE Again and again, subject lines with informal language had higher open rates than their formal counterparts.
  24. 24. SAY THANKS, NOT THANK YOU
  25. 25. HELP BEATS ASSIST
  26. 26. CHECK, NOT VERIFY
  27. 27. GET DOUBLES RECEIVE
  28. 28. URGENCY DOESN’T INCREASE OPENS Words like “today”, “tomorrow”, “tonight”, or “now” didn’t increase opens. In fact, they had a slightly lower open rate, at 12.67%(-0.86%).
  29. 29. SALES-Y LANGUAGE DROPS OPEN RATES Emails with words like ‘offer’, ‘code’, ‘coupon’, ‘sale’, ‘$’, ‘discount’ have a 10.34% open rate (-3.19%).
  30. 30. “FREE” WORKS? Yep. It’s got a 17.27% open rate. Why? Your guess is as good as mine. But it’s working – so let’s all go ruin it again.
  31. 31. DON’T BUILD TOMORROW’S EMAILS WITH YESTERDAY’S BEST PRACTICES Don’t write best pracMces in stone, be empatheMc and think about your reader as a person. Talk like a real person, be nice and be compelling.
  32. 32. justin.megahan@mixpanel.com Read the full report at The Signal & email me your questions
  33. 33. WHY DO PEOPLE OPEN EMAILS? A look at 85,637 subject lines, 1.7b sends & 232m opens CLICK TO TWEET

×