The typical email user receives 147 messages a day. That’s 147 times a day that the average person has to decide whether to open or discard the mail sitting neatly in their inbox.
After you’ve used the DocuMatix Product Suite to carefully craft an email campaign, the last thing you want is for it to get sent straight to the trash. To make sure your members are seeing what you’re sending, here are a few tricks to keep in mind before you hit the “launch” button.
Make the subject line count
The subject of your email has the biggest impact on whether or not it will be seen. From using the right words to avoid spam filters to making the length easily readable, the subject line is what gets your email noticed in a sea of content.
The best words to use are action words like “connect” or “learn” and words that immediately get a reaction like “money,” “payments” and “news.” There are also words you should avoid at all costs. Studies show that the number one most detrimental word to place in your subject line is “free.” Free not only alerts spam filters, but due to the overuse and misleading nature readers often overlook it.
Other words to steer clear of include cliché phrases like “financial freedom” and “apply now”—these words pop up so often in inboxes that they are likely to be discarded without opening.
Finally, keep it short and sweet. Thirty characters or less is best, but anything under 75 will show up in the subject line without being cut-off. You should also try not to use spam triggers like multiple exclamation points or all caps in your subject line.
Send a test email
Our Email Manager makes it simple to send out a test email before you commit to the final launch and we recommend using this feature each time you get ready to send out a new message.
After you send the test, make sure to check for broken links by clicking on each one and reading your email one more time to check for mistakes. If possible, send the test email out to another person for proofing—two eyes are always better than one when it comes to catching spelling errors and formatting problems.
Timing is everything
When you send your email is almost as important as the subject line.
Emails sent on Monday and Friday often get overlooked as people are busy settling into the work week or gearing up for the weekend instead of paying attention to their inbox. You should also avoid high-traffic days like Wednesday and Thursday; those are the days when email users report that they feel most bombarded by marketing emails. Instead, opt for sending out emails on Tuesday whenever possible.
Studies show your best bet is to aim for sending an email in the early morning (around 6 a.m.) or late afternoon between 2 and 3 p.m. The time of day is important because the chances of an email being opened decrease substantially four hours after it is received. To test your best times, try staggering your emails to see what gets the best response.