Takeaways from The Science of Email Marketing

I took part in a great webinar today, The Science of Email Marketing. Dan Zarrella, an award-winning social, search, and viral marketing scientist at HubSpot and author, presented some fascinating facts related to email marketing. I highly recommend viewing the entire presentation, but if you don’t have an hour to spend this week, let me repeat his top takeaways.

  • Majority of people have 1 inbox for email. If you can reach that inbox, you are reaching your potential customers as businesses and consumers. So there really isn’t that much difference between B2B and B2C.
  • Best day to send emails for highest clickthrough rates – Saturday or Sunday
  • Best time to send emails – 6:00 to 7:00 AM EST
  • 80% of people read email on mobile devices. Make sure your emails are optimized for mobile devices and look good on them.
  • Use lots of links. The more links the lower your unsubscribe rate.
  • Link to specific landing pages with a call to action.
  • Include reference information in your emails so people save them for future reference. Include data, statistics, dates, how-to’s, tools, and useful information.
  • Give people who subscribe to your email newsletter special access, pricing, coupons, etc. Make them VIP’s.
  • Send email from someone they’ve heard of, not just customerservice@company.com.
  • Don’t be afraid to send too much email. Unsubscribe rates didn’t go up substantially for sending 6 or 8 or 10 emails a month.
  • Your newest subscribers are your best. Clickthrough rates go down as the subscribers get older.

Dan’s data for this webinar was collected from 9.5 billion emails sent through Mail Chimp, focus groups, and a survey. The webinar also included a list of “not to use” words for subject lines that you might want to check out in the SlideShare presentation.

What successes or failures have you experienced in email campaigns? Let us know.

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