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CHEATSHEET
By far, brands still prefer to communicate via email. In a recent survey, 77% of consumers said they
prefer to receive permission-based marketing communications through email. Further, all age groups
named email as their preferred source for communication. Below is some interesting data on taking
your email strategy to the next level.
SPEND TIME ON STRATEGY
AVERAGE PERFORMERS

23%

22%

20%

18% 17%
12% 13%

CREATIVE

TOP PERFORMERS

SEGMENTATION
& TARGETING

14%
10%

STRATEGY

EMAIL LAYOUT
& PROCESSING

13%

REPORTING

Strategy is the key to reaping email marketing results. Top email
performers—those seeing the best results from their email campaigns —
spend more time on strategy than their counterparts.
TEST, TEST, TEST
SUBJECT LINE
MESSAGE / CONTENT
LAYOUT & IMAGES / CALL TO ACTION
DAY OF THE WEEK SENT
TIME OF DAY SENT
PERSONALIZATION
LANDING PAGE
TARGET AUDIENCE
“FROM” LINE
MOBILE LAYOUT & IMAGES

Historically, the subject line has
been the most tested element in
marketing emails; however, many
other elements also contribute to
your email’s success.

15%

26%

72%

30%
32%

What Should I Be Testing?
The data to the right shows the
percentage of email marketers
currently testing each category.

34%
61%

39%
50%

46%
SEND AT THE RIGHT TIME
OPEN RATE BASED ON
TIME SCHEDULED

TIME OF DAY WHEN THE EMAIL
WAS ACTUALLY OPENED

20%

Determining the best time of
day to send is vital to your
email’s success. Traditionally,
marketers have assumed
that sending emails during
peak open-rate hours is the
best option.

15%

10%

5%
Schedule your emails earlier or later in the day, so
your recipients will be more
likely to open them during
work hours. Once you
choose a time to send, stick
with it for consistency.

0%
12AM

6AM

12PM

6PM
DESIGN FOR MOBILE
75% of smartphone owners say they are highly likely to delete emails they
can’t read on their phones. Don’t let yours end up in the trash.
Make sure your emails are mobile-friendly!

100%

2010
Q3/Q4

2011
Q1/Q2

2011
Q3/Q4

2012
Q1/Q2

2012
Q3/Q4
MOBILE

2013
Q1/Q2

2013
Q3/Q4
PC

80%
60%
40%
20%

0

The number of commercial emails opened on mobile devices is set
to surpass PC-based emails by the end of 2013.
FINAL TAKEAWAY

YOUR EMAIL CAMPAIGN’S OVERALL SUCCESS IS DETERMINED BY THE
PERCEIVED VALUE YOU DELIVER IN EACH EMAIL. THAT’S WHY
UNDERSTANDING THE IMPORTANCE OF EACH ASPECT OF ITS
CREATION—FROM SUBJECT LINE TO SEND TIME—IS KEY TO MAXIMIZING
YOUR EFFECTIVENESS.

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The Email Marketing Cheat Sheet

  • 1. CHEATSHEET By far, brands still prefer to communicate via email. In a recent survey, 77% of consumers said they prefer to receive permission-based marketing communications through email. Further, all age groups named email as their preferred source for communication. Below is some interesting data on taking your email strategy to the next level.
  • 2. SPEND TIME ON STRATEGY AVERAGE PERFORMERS 23% 22% 20% 18% 17% 12% 13% CREATIVE TOP PERFORMERS SEGMENTATION & TARGETING 14% 10% STRATEGY EMAIL LAYOUT & PROCESSING 13% REPORTING Strategy is the key to reaping email marketing results. Top email performers—those seeing the best results from their email campaigns — spend more time on strategy than their counterparts.
  • 3. TEST, TEST, TEST SUBJECT LINE MESSAGE / CONTENT LAYOUT & IMAGES / CALL TO ACTION DAY OF THE WEEK SENT TIME OF DAY SENT PERSONALIZATION LANDING PAGE TARGET AUDIENCE “FROM” LINE MOBILE LAYOUT & IMAGES Historically, the subject line has been the most tested element in marketing emails; however, many other elements also contribute to your email’s success. 15% 26% 72% 30% 32% What Should I Be Testing? The data to the right shows the percentage of email marketers currently testing each category. 34% 61% 39% 50% 46%
  • 4. SEND AT THE RIGHT TIME OPEN RATE BASED ON TIME SCHEDULED TIME OF DAY WHEN THE EMAIL WAS ACTUALLY OPENED 20% Determining the best time of day to send is vital to your email’s success. Traditionally, marketers have assumed that sending emails during peak open-rate hours is the best option. 15% 10% 5% Schedule your emails earlier or later in the day, so your recipients will be more likely to open them during work hours. Once you choose a time to send, stick with it for consistency. 0% 12AM 6AM 12PM 6PM
  • 5. DESIGN FOR MOBILE 75% of smartphone owners say they are highly likely to delete emails they can’t read on their phones. Don’t let yours end up in the trash. Make sure your emails are mobile-friendly! 100% 2010 Q3/Q4 2011 Q1/Q2 2011 Q3/Q4 2012 Q1/Q2 2012 Q3/Q4 MOBILE 2013 Q1/Q2 2013 Q3/Q4 PC 80% 60% 40% 20% 0 The number of commercial emails opened on mobile devices is set to surpass PC-based emails by the end of 2013.
  • 6. FINAL TAKEAWAY YOUR EMAIL CAMPAIGN’S OVERALL SUCCESS IS DETERMINED BY THE PERCEIVED VALUE YOU DELIVER IN EACH EMAIL. THAT’S WHY UNDERSTANDING THE IMPORTANCE OF EACH ASPECT OF ITS CREATION—FROM SUBJECT LINE TO SEND TIME—IS KEY TO MAXIMIZING YOUR EFFECTIVENESS.