presentation link:

No matter what they say, people do judge emails by their subject lines.
In fact, 33% of email recipients decide whether or not to open an email based on subject line alone. 
  • Keep it short and sweet. -- 40% being opened on mobile first, we recommend using 50 characters or less.
  • Use a familiar sender name.
  • Use personalization tokens. -- Emails that included the first name of the recipient in their subject line have higher clickthrough rates!
  • Don't make false promises. -- Your email subject line is making a promise to your reader about what you will deliver in your message. 
  • Do tell them what's inside!
  • Time it right. -- A prime example? Eater Boston sent an email at 6:45 P.M. on a Wednesday evening that said, "Where to Drink Beer Right Now." Just in time for happy hour. Nailed I!
  • Start with action-oriented verbs. -- "Dine with us on Sunday night..."
  • Create a sense of urgency. -- "SHOP now for 50% all inventory! Sale ends @ 8pm!"
  • Pose a compelling question. -- "What Can You Afford?" 

Example: The Zoe Report

Best subject lines of all time:

  1. Warby Parker: "Uh-oh, your prescription is expiring"
  2. Groupon: "Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve)"
  3. Rent the Runway: "Happy Birthday Lindsay - Surprise Inside!"
  4. Barack Obama: "Hey"
  5. Manicube: "*Don't Open This Email*"
  6. Refinery29: "The broke girl's guide to a luxury vacation"
  7. Zillow: "What Can You Afford?"
  8. UncommonGoods: "As You Wish"
  9. DocuSign: "What are our customers saying?"
  10. Eater Boston: "Where to Drink Beer Right Now"
  11. JetBlue: "You're missing out on points."
  12. BuzzFeed: "Not Cool, Guys"
  13. Thrillist: "DO NOT Commit These Instagram Atrocities"
  14. AddThis: "10 Engagement Tips to Gobble Over Thanksgiving"
  15. Buffer: "Buffer has been hacked - here is what's going on"
  16. Quirky: "Abra-cord-abra! Yeah, we said it."
  17. DiningIn: "!"

At the end of the day, it doesn't matter how optimized your emails are if you can't see the results of your efforts -- not to mention measure whether email is helping you hit your goals.

  • What It Is: The percentage of email recipients who clicked on one or more links contained in a given email.
  • How to Calculate It: (Total clicks OR unique clicks ÷ Number of delivered emails) * 100
  • Example: 500 total clicks ÷ 10,000 delivered emails * 100 = 5% clickthrough rate
  • What It Is: The percentage of email recipients who clicked on a link within an email and completed a desired action, such as filling out a lead generation form or purchasing a product.
  • How to Calculate It: (Number of people who completed the desired action ÷ Number of total emails delivered) * 100
  • Example: 400 people who completed the desired action ÷ 10,000 total email delivered * 100 = 4% conversion rate
  • What It Is: The rate at which your email list is growing.
  • How to Calculate It: ([(Number of new subscribers) minus (Number of unsubscribes + email/spam complaints)] ÷ Total number of email addresses on your list]) * 100
  • Example: (500 new subscribers - 100 unsubscribes + email/spam complaints) ÷ 10,000 email addresses on the list * 100 = 4% list growth rate

How to segment your list:

Open rate and clickthrough rate are the main metrics here, which you keep track of in your email marketing service.

You can segment by engagement by designating active vs inactive users, such as someone who hasn’t opened your emails in three months. You can then create a specialized campaign designed at re-engaging your inactive subscribers.

Or you can focus on subscribers who do engage and target them more specifically. For example: you send out an email announcing an upcoming sale, and everyone who clicks through the email link can be categorized as “interested.” You can then create a special campaign to further target them as likely buyers from the sale.

Geographical Segmentation

Segmentation based on past purchases
Tool: 360 ecoimmerce plug in mailchimp

Position in Sales Funnel
Example: Abandoned cart


With 62% of millennials feeling that online content drives their loyalty to a brand, and 46% of U.S. consumers admitting they’re more likely to switch providers than they were 10 years ago -- it's clear that fostering loyalty through personalization should be a priority.

It may seem like a big undertaking, but by observing, understanding and investing in the behavior of your customers, you can help to ensure they'll stay customers. So start getting personal -- and building loyalty.

1) Emails triggered by date of opt-in

Example: Jet Blue

2) Emails specifically addressing the consumer

If subject lines are the top determiner in whether or not your email gets opened, imagine how personalized subject lines can change everything!

3) Put the "person" in personalization

The results proved to be interesting. The click-through rate for the email from the company was 0.73%. But, when the email was from someone on HubSpot’s marketing team, the click-through rate jumped to 0.96% and generated 292 more clicks. The email sent by a real person proved more likely to be clicked. This also showed customers’ positive reactions to a more personal business.

HubSpot’s tests in personalizing their emails worked well, but you can go even further to make your business more informal and personal. Test aspects such as a conversational tone, pronouns like “we” and “I” and genuinly making your emails seem like they are from an actual human. Customers respond to it.

  • Facebook Page Call-to-Action Button -- a simple "Sign Up" button can work wonders!

  • Facebook Advertising -- promote content with paid ads... and it all starts with knowing your target audience.

    • Ask yourself these questions:
      • Where do your target customers live? What is their gender and age?
      • What’s their job?
      • What languages do they speak?
      • What are their interests? What kind of pages would they like?
      • What are their demographics – education, ethnic group, single or married, with kids or without?
  • Link your Twitter bio to an opt-in page -- it's a no-brainer!

  • Tools: Utilize Canva artwork + incorporate a subscription tease

Example of FB CTA button:

Example: Twitter bio link

Example: Honey Good Facebook posts using Canva


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