Sources:

Science of Email 2014 from Hubspot and Litmus

Aberdeen Group

eMarketer

BtoB Magazine

Kissmetrics the science of social timing Kissmetrics the science of social timing (referencing Dan Zarrella and www.pure360.com)

Merkle – View from the Digital Inbox

Brought to you by Wine Glass Marketing, bringing clear direct strategies to wineries. www.wineglassmarketing.com.

If I want to communicate clearly, I should write more copy.

2/3 of respondents report preferring mostly image-based emails – and this is true across all age groups.

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Long newsletters are effective when sent in email.

There is a definite relationship between the length of non-HTML text in the body of an email and the CTR. Emails between 300-500 total non-HTML characters tend to have the highest CTR.

Using the word FREE will get my email stuck in spam filters and hurt deliverability.

Emails with “Free” in their subject lines have nearly identical deliverability rates as emails that did not.

Using an exclamation point will hurt deliverability and get my email stuck in spam filters.

Emails with “!” in the subject do not have drastically different deliverability rates than those that do not.

“!” “!”

Subject lines don’t matter.

Creative triggers get attention, especially interest-ing subject lines (mentioned by 57% of consum-ers), with actionable clear links in second place (38%). Long copy and social media buttons have a very limited impact (5% and 4% respectively).

consumers who mention interesting subject lines

other parts of the email that catch attention

People think their name in an email is just a scam.

DEAR [NAME]

Personalized emails improve click-through rates by 14%, and conversion rates by 10%.

14%click-through rates

10%conversion rates

likes brand

regular customer

trusts company

money-off discount

free samples

free delivery

percentage discounts

If you offer discounts for a mailing list sign up you’re just cheapening your brand.

Consumers sign up for email if they like the brand (36%), because they are a regular customer (35%) or they trust the company (35%). But money-off discounts (38%) and free samples or gifts (35%) are just as persuasive, as are free delivery and percentage discounts (33% each).

7 myths about email marketing content