The Science of Email Marketing

by Marilyn Dale

Marilyn Dale

Earlier this week, Hubspot, an internet marketing company, offered a webinar about the “Science of Email Marketing.” They shared best practices based on data from Mail Chimp, an email software provider who has sent more than 10 billion emails, and focus groups conducted by Hubspot. Here are the highlights; they noted of course, individual target markets can be different. Importantly, Business to Business and Business to Consumer practices did not significantly differ since 88% of people use only 1 inbox, which includes their work and personal emails.

1. Email is like homework: People view their inboxes as their to-dos – their “homework” – and create rituals around how they access it.

2. Best day to send is on the weekend: Click-through rates are substantially higher on Saturdays and Sundays than during the week.

3. Best time to send is before the day begins: Click-throughs are significantly more when the email is sent around 6 or 7 am, waiting in the inbox when the person first checks.

4. Best email to send from is a recognizable name: Use a sender name likely to be recognized, an individual unless you have a stellar brand. Consider a “celebrity sender”—a bit cheesy, but effective.

5. Worst time to send is on Tuesday: Most unsubscribes happen on Tuesdays, then Mondays. Based on the idea of homework, people may feel overwhelmed early in the week. Saturday has one of the least unsubscribe rates.

6. Content should be needed: Provide information worthy of archiving, i.e. stats, reference info, how to, dates. Most people use their email as an archival program. Give them reasons to go back.

7. Links are good: The more links in your email, the lower your unsubscribe rate.

8. Filtering occurs: Label your email so that the subject line indicates it is part of a series. If they’ve read you before, liked it, they are more likely to read it the next time. Avoid words like “update” and “newsletter.”

9. Frequency is ok: One per month has the highest click-through rate, but the rate for 3, 4, 5 is the same as 30 (or 1 a day). Most unsubscribes come from the first email sent, do not be afraid to send more, especially if people signed up for your list.

10. Smart phones must work: 81% of the people surveyed say they use mobile devices; emails should be optimized to read well on a smart phone.

11. Emails are read: Most people say “I don’t read email” but the research shows about 70% do read most of their email.

12. Measurement is why: Measure money, not clicks. Provide clicks to opportunities to purchase, sign-up or otherwise give a positive response and close the loop. Use special landing pages to monitor where/what the prospects interests are.

SunStar comment: We believe email marketing is an excellent and relatively inexpensive way to extend your reach and get your story out to thousands of advisors on a regular basis. Following up by phone with those advisors who indicate interest by opening and clicking various links in your email is an excellent way to nurture new relationships.