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Why do people open emails?

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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

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