2. Send
Better
Emails
About Email
Know Your Audience
Always Be Testing
Be Strategic
Resources
Questions
Senior Communications and Student Recruitment Officer,
University of Toronto
6. 293,600,000,000Emails sent every day (projected 2019)
The Radicati Group, Email Statistics Report, 2019-2023
https://www.radicati.com/wp/wp-content/uploads/2019/04/Email-Market-2019-2023-Executive-Summary.pdf
7. 82%Email adoption by US users aged 12-17
Forrester, Forrester Analytics: Email Marketing Forecast, 2018 To 2023 (US)
https://go.forrester.com/blogs/youve-still-got-mail/
8. 6XEmail vs. Twitter click-through rate
Campaign Monitor, Email Marketing vs Social Media: Are You Focusing on the Wrong Channel?
https://www.campaignmonitor.com/blog/email-marketing/2019/05/email-marketing-vs-social-media/
11. Know
Your
Audience
73%
45%
39%
27%
55%
61%
2011 2016 2018
Universal Device Open Rates:
Desktop vs. Mobile
Desktop
Mobile
SuperOffice, The Science Behind Email Open Rates (and How to Get More People to Read Your Emails)
https://www.superoffice.com/blog/email-open-rates/
23. Always Be
Testing
Subject Lines A/B Test: Language
Open Rate
Subject Line: Standard vs. Imperative
Ontario March Break Invite, March 2019
47% 53%
Standard
Imperative
25. Always Be
Testing
Subject Lines A/B Test: Personalization
Open Rate
Subject Line: Generic vs. Personalized
Canadian Prospective Student Email, June 2019
37%
41%
Standard
Personalized
27. Always Be
Testing
Subject Lines A/B Test: Emojis
37%
35%
Standard
Emoji
Open Rate
Subject Line: Generic vs. Emoji
U.S. Prospective Student Email, June 2019
31. Always Be
Testing
Subject Lines A/B Test: Emojis
69%
64%
Standard
Emoji
Open Rate
Subject Line: Generic vs. Emoji
Vancouver Event Email, April 2019