Today, people receive an average of 88 emails per day, with 1 in 11 of the opened emails actually getting a click-through. Email volume continues to increase while click through rates continue to decline, so how are you optimizing your emails so they perform at their best.
Follow these best practices to make sure your event emails are sticking out amongst the crowd and getting your users to take action!
TIMING – When is the best time to schedule an email?
Tip: Sending emails Tuesdays through Thursdays, mid-day to early afternoon, have been known to have the best open rates for business related emails. Studies are showing that Fridays are continuing to perform better and are receiving high click through rates. Make sure when scheduling to keep your audience in mind, are you reaching a global audience or specific region?
CONTENT – How does your email appeal to all of the reader’s senses?
From the subject line, header image, to the first sentence in the body – make sure what is in your preview pane includes your hook to get the reader engaged.
Tip 1: Keep your subject lines between 5-7 words and get to the point. The subject line is your entry point – so be sure to make a good first impression.
Tip 2: Body copy should be kept short using numbered lists or bullets. Include the most important information (event or webcast title, speaker(s), date/time, top 3 take-aways) to build anticipation and leave the rest for the landing page where they can learn more.
Tip 3: Include visuals to bring your message to life. For the header image, include common elements such as your company colors and logo for brand recognition. Include your call to action in the header as a button or text for visual support. Finally, in your body add speaker images for a human touch and video thumbnails promoting teaser videos as a great way to tease content without including too much copy.
PERSONALIZATION – Who are you talking to?
Tip: People like to feel special, address them by their name, include their company name, and any other information you might have to tailor the message to feel more exclusive. These personal touches can be included in subject lines or body copy but the more integrated they are the more effective!
CALL TO ACTION – What do you want the user to do?
Tip: Whether it’s a save the date, registration or live now email they all require your user to take action. Make sure the call to action is clearly defined in each email communication and include it as text (hyperlink) along with an image (button) guiding them to take action.
A/B TESTING – What works the best with your audience?
Tip: Perform A/B testing to optimize your email performance. Start with reminder emails and try different subject lines to see what resonates with your audience best. Review your results and adjust future communications based on performance.
Here are a couple of good email examples that follow some of the best practices included here. Happy Emailing!