Mobile Email rates - Marketing Sherpa Blog: 20% more opens and 35% higher CTR

adeelv · 9th May 2013, 12:05 PM

Hi Guys,

I published this research on Marketing Sherpa blogs based on 20,000 email interactions over 15 days. Thought I should mention it here for the benefit of everyone else. Let me know if you have any questions.

----- Direct link: Email Copywriting: Tips from 3 of your peers | MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

20% MORE OPENS FROM MOBILE SUBJECT LINES, 35% HIGHER CTR BY STARTING WITH BENEFIT

On mobile, intro lines lead to more opens than subject lines

With 88% of people checking their email via mobile devices on a daily basis, your focus on subject line is not enough since most subject lines get cut off after four-to-five words (25-30 characters).

The big opportunity lies in the two-to-three lines of text that appears below the cut-off subject line in most mobile email viewers. It shows your intro text, which usually consists of less-compelling words such as “Hi, I wanted to reach out … ”

Instead, it should include the core emotion, offer and benefit all within 15-20 words (70-75 characters) that can be read in the email viewer before an email is opened. In our experience, we saw 20% more opens when we changed the intro text while keeping the subject line the same.

Personal intros in the beginning of email body hurt clickthroughs

People like to get right to the point when reading an email. So, in our experience, when we included a benefit in the first line, it got 35% more clickthroughs than including an introduction in the first line.

E.g. “Hey, just saw your website and I think our product can help you get 35% more leads through our service … ’’ had better clickthroughs than “Hey, my name is Adeel and I am the … ’’

65-85 words with one CTA is the sweet-spot for clickthroughs

If your email is too short, it may not be compelling enough to take action, and if it’s too long, it may not be read in its entirety.

We’ve found that 65-85 characters are just the right length to be read on any day of the week and any time of the day. Include in it one clear call to action and more people will click.

In our experience, this led to 25% more clickthroughs. For most marketers, it’s hard to adhere to this limit. The only way to meet this limit is by adopting the mindset that the purpose of email marketing is only to entice the reader enough to click-through to a landing page to get more information.

– Adeel Vanthaliwala, CEO/Co-Founder, Incentivibe

cato · 9th May 2013, 03:46 PM

Thank You for this great share. This is really good information!

Cato

adeelv · 9th May 2013, 11:02 PM

No problem - happy to share more if you have any questions.

Cobaki · 10th May 2013, 01:49 PM

The thing is, I know someone who I think did all those that mentioned there which I really think are useful for us but many of his subscribers, after reading the promo, unsubscribed. He sent the email to a test email address and the email was fine so it wasn't the email itself. The content was not long and not short and was very clear about what he was offering. The subject line directly depicts what the email was about. What could be the problem for this?

9th May 2013, 12:05 PM	#1
adeelv Active Warrior War Room Member Join Date: 2012 Posts: 41 Thanks: 2 Thanked 5 Times in 5 Posts	Mobile Email rates - Marketing Sherpa Blog: 20% more opens and 35% higher CTR Share on: Hi Guys, I published this research on Marketing Sherpa blogs based on 20,000 email interactions over 15 days. Thought I should mention it here for the benefit of everyone else. Let me know if you have any questions. ----- Direct link: Email Copywriting: Tips from 3 of your peers \| MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas 20% MORE OPENS FROM MOBILE SUBJECT LINES, 35% HIGHER CTR BY STARTING WITH BENEFIT On mobile, intro lines lead to more opens than subject lines With 88% of people checking their email via mobile devices on a daily basis, your focus on subject line is not enough since most subject lines get cut off after four-to-five words (25-30 characters). The big opportunity lies in the two-to-three lines of text that appears below the cut-off subject line in most mobile email viewers. It shows your intro text, which usually consists of less-compelling words such as “Hi, I wanted to reach out … ” Instead, it should include the core emotion, offer and benefit all within 15-20 words (70-75 characters) that can be read in the email viewer before an email is opened. In our experience, we saw 20% more opens when we changed the intro text while keeping the subject line the same. Personal intros in the beginning of email body hurt clickthroughs People like to get right to the point when reading an email. So, in our experience, when we included a benefit in the first line, it got 35% more clickthroughs than including an introduction in the first line. E.g. “Hey, just saw your website and I think our product can help you get 35% more leads through our service … ’’ had better clickthroughs than “Hey, my name is Adeel and I am the … ’’ 65-85 words with one CTA is the sweet-spot for clickthroughs If your email is too short, it may not be compelling enough to take action, and if it’s too long, it may not be read in its entirety. We’ve found that 65-85 characters are just the right length to be read on any day of the week and any time of the day. Include in it one clear call to action and more people will click. In our experience, this led to 25% more clickthroughs. For most marketers, it’s hard to adhere to this limit. The only way to meet this limit is by adopting the mindset that the purpose of email marketing is only to entice the reader enough to click-through to a landing page to get more information. – Adeel Vanthaliwala, CEO/Co-Founder, Incentivibe
	*700% more email subs? Check out Research infographic on Marketing profs* - one of world's renowned marketing journals.**

9th May 2013, 03:46 PM	#2
cato HyperActive Warrior War Room Member Join Date: 2008 Location: Michigan Posts: 352 Thanks: 20 Thanked 70 Times in 69 Posts	Re: Mobile Email rates - Marketing Sherpa Blog: 20% more opens and 35% higher CTR Share on: Thank You for this great share. This is really good information! Cato
	www.Keliyah.com Metaphysical Intuitive Consultant

9th May 2013, 11:02 PM	#3
adeelv Active Warrior War Room Member Join Date: 2012 Posts: 41 Thanks: 2 Thanked 5 Times in 5 Posts	Re: Mobile Email rates - Marketing Sherpa Blog: 20% more opens and 35% higher CTR Share on: No problem - happy to share more if you have any questions.
	*700% more email subs? Check out Research infographic on Marketing profs* - one of world's renowned marketing journals.**

10th May 2013, 01:49 PM	#4
Cobaki Cobaki Join Date: 2012 Posts: 919 Thanks: 15 Thanked 102 Times in 98 Posts	Re: Mobile Email rates - Marketing Sherpa Blog: 20% more opens and 35% higher CTR Share on: The thing is, I know someone who I think did all those that mentioned there which I really think are useful for us but many of his subscribers, after reading the promo, unsubscribed. He sent the email to a test email address and the email was fine so it wasn't the email itself. The content was not long and not short and was very clear about what he was offering. The subject line directly depicts what the email was about. What could be the problem for this?