And there isn’t a simple answer to these questions — until now.
With the help of AWeber’s data scientist, we analyzed 1,000 emails from 100 of today’s top marketers. Our goal? Gather email marketing statistics that will answer these questions.
The 100 experts we analyzed are the best of the best. Their email strategies engage thousands and drive millions in revenue. Many of them see unheard of results (like 80% open rates and 30% click-through rates).
In this post, we answer 4 important questions:
How many words are in an email?
How many characters are in a subject line?
What percentage of subject lines include emojis?
How do experts capitalize their email subject lines?
Want to skip to a specific section? Click on one of the questions above.
Email marketing statistics: Words in an email
The average email length
Of the 1,000 emails we analyzed, we found that emails have 434.48 words on average. 434 words takes approximately 3.3 minutes to read.
Why some pros go with shorter emails
However, more than 50% of the emails we analyzed contained 300 words or less (a 2.3 minute read time). With people receiving more emails than ever before, it makes sense that experts are sending shorter emails. Email marketers need to stand out to captivate their readers. Short emails might be a good strategy for doing so.
Henneke Duistermaat is the founder of Enchanting Marketing and one of the 100 top marketers whose emails we analyzed. She often sends emails with less than 300 words.
“Have you ever heard someone complaining they're not getting enough email?” Duistermaat said. “Everyone’s inbox is overflowing. We’re all time-starved. So, we love succinct messages that help us make a quick decision: whether to reply or not, whether to click through or not.”
Why some pros send long-form emails
Yet, 24.1% of the emails we analyzed contained 601 words or more. And 11.4% of them had more than 901 words, a read time of approximately 6.9 minutes.
These experts stand out by sending long emails...
According to Statista, 269 billion emails were sent in 2017, and that figure is expected to rise to a staggering 333 billion by 2022.
These days it’s not enough to assume you know what type of email your audience will want to open — let alone read through it entirely.
You have to be certain.
Creating great emails requires a lot of hard work, researching, and strategizing. The best emails are crafted not only with goals in mind, but also with the target audience at the forefront.
From subject line strategies to sound design principles, there are many components that make up a successful email. But how can you be sure that one version of an email will be more successful than others?
You’re not the first person to ask that question.
What if there was a way to be sure that one version of an email would generate more engagement, lead to more landing page views, and/or provoke more sign ups?
Well . . . there is.
Email A/B testing or split testing is a brilliant way to determine what resonates with your audience and what sparks their interest. With email A/B testing, your team can gather data-backed proof of the effectiveness of your email marketing.
(AWeber just released a new email A/B testing feature that allows you to test more than just your subject lines — like send times, copy, templates, buttons, and more! Try out AWeber for FREE for 30 days — and split test away!)
Getting Started with Email A/B Testing
Conducting an email A/B test is simple. Create two or three identical versions of the same email, but change one variable like the subject line, the lead image, or the CTA button. You can test variables as distinct or as nuanced as you see fit.
For example: You might test the color of a CTA button versus testing the subject line.
Related: 6 Email A/B Tests You Can Set Up in 1 Minutes
If you think that creating multiple versions of the same email with a tweak or two sounds tedious or time-consuming (and wonder how much insight can you gain from changing the text on a CTA button), consider this.
AWeber customer and photo sharing community Light Stalking split their email subject lines to gauge the success of one versus the other.
As a result, they were able to...
That’s why we created a simple, 7-day challenge to help you dominate email marketing in 2019.
By the end of it, you’ll have launched the most important parts of a successful email marketing strategy. And the best part? You only need 30 minutes or less each day to complete this challenge.
(Don’t have an email marketing platform? You’ll need one. Set up a FREE email marketing account in AWeber.)
Day 1: Choose your email template and brand it. (30 minutes)
This step is often overlooked. Many people use different email templates every time they send an email. Or, they never fully customize a template to match their brand.
But branding an email template and using it consistently are important. Your brand sets you apart from your competitors. It allows you to be unique and develop a personality for your business. It builds credibility and trust between you and your subscribers. Your subscribers can see your content and immediately tie it back to you.
Step 1: Choose your email template. Find an email template that works with your brand and your message. A plain template is often better than one already filled with colors and background images, because it’s easier to make it your own. Then, add your logo to the top or bottom of the email. (Inside AWeber, there are 8 NEW email templates you can easily customize to fit your branding. Choose the template format you'd like. Then drag and drop to add your images and build the layout you want.)
Step 2: Add your brand colors to your template. Don’t overdo it! Too many colors can be distracting. Try adding your brand colors in just a few places, like your call-to-action buttons, header image, or headlines.
For example, in the welcome email of AWeber’s FWD: Thinking newsletter, we incorporate our brand colors by using a header image with AWeber’s green and blue gradient and a call-to-action button with our brand’s shade of blue.
Homework: Watch this video on How to Design an Awesome Welcome Email.
To do: Choose an email template and add your logo and brand colors to it.
Day 2: Customize your confirmation message. (15 minutes)
A confirmed opt-in message is an email you send people immediately after they fill out your sign up form. It asks them...
“Our emails are getting lost in people’s spam filters. How do we combat that?” - Heather, FWD: Thinking subscriber
So we asked our Director of Deliverability Karen Balle to share her advice. Balle is an expert on the science of how internet service providers (like Gmail and Yahoo!) choose which emails go to spam and which emails reach the inbox.
Her advice isn’t to avoid certain words in your subject line. Or to use plain-text emails. It’s much more straightforward.
How to avoid the spam filter: Send content your subscribers want.
Buying your email list or sending your subscribers unwanted content is a great way to go directly to email marketing jail, a.k.a. the spam folder.
Instead, send emails your subscribers will open and click and not mark as spam. “The path to good deliverability is sending wanted content to people who have asked for that content to be sent via email,” Balle said.
How do you send content your subscribers can't wait to get? Use this proven, 4-point checklist.
Step 1: Email people who opted in to receive messages from you.
Ignore this and your emails will likely take a one-way trip to the spam folder, including messages for subscribers who actually did opt in.
This means that buying your email list or manually adding people to your list without their permission is off limits. These tactics will tank your email reputation, which means that internet service providers will be less likely to deliver your emails. (Plus, it’s illegal.)
Step 2: Set expectations on your sign up form.
Your subscribers shouldn’t be surprised by the emails they get from you. If they are, they might mark them as spam.
To avoid surprises, clearly explain on your sign up form what type of content you include in your emails and how often you send messages.
For example, Ann Handley, Chief Content Officer at Marketing Profs, describes the type of content she sends and how frequently she emails her audience on the landing page for her newsletter TotalAnnarchy.
Related: 9 Inspiring Sign Up Form Ideas to Grow Your Email List
Step 3. Send valuable emails.
One of the biggest factors in whether or not your emails reach the inbox is...
This year was no exception. We created tools for the modern marketer to connect with their audience anywhere and anytime. We crafted content to help new and experienced businesses alike launch impactful, successful email marketing campaigns. And we added even more people to our team of email experts so we could answer your most puzzling questions day and night.
Take advantage of everything AWeber has to offer — and make 2019 your best year for business yet!
A modern message editor that's easy and fun to use
Creating emails should be fast and intuitive. We made dozens of additions and enhancements to our Drag and Drop Email Builder based on feedback and testing from hundreds of our customers.
The result: building emails — whether it’s from one of our modern layouts or from scratch — has never been easier, more flexible, or more enjoyable.
Related: How to Craft Irresistible Newsletter Content
Automations that changed the game
We added the ability to add and remove tags to subscribers based on opened emails and clicked links. You can now automate and segment like a pro.
Here’s how it works:
You send an email containing one or more links.
When a subscriber clicks a link, you can then tag (a.k.a. label) that subscriber with one or more unique tags.
Use those tags to create subscriber segments (a.k.a. groups), OR to kick off an automated sequence of emails (or both).
Related: How to Use One-Click Automation and Segmentation
2 updated mobile apps to market from your pocket
We made powerful new additions to AWeber’s mobile apps to give you the ability to check your marketing analytics and quickly create content on-the-go.
In our Stats app, we added push notifications to let you know when new subscribers are added to your list. It’s like a virtual high-five.
We also added easy-to-read reports that let you see how many subscribers open and click your automated email campaigns.
And we’ve completely revamped Curate, a mobile app that lets you quickly build and send emails to your subscribers.
Learn: How to Create an Email Newsletter on Your Phone in 30 Seconds
An email A/B testing tool that goes the distance
May the best email win!
This year, we launched a new and improved email A/B testing tool. While many...
It’s sending valuable emails that your subscribers actually want in their inboxes.
Not sure if your emails are addictive? Follow these 5 rules, and you'll craft addictive content your audience won’t be able to find anywhere else.
Prefer to listen to this blog post? Check out the podcast adaptation of this post or watch the YouTube video:
1. Solve your audience’s problems.
Addictive content is helpful. And the best way to create helpful content is to brainstorm topics that address your audience's needs.
Not sure what your audience needs? Figure out their biggest "pain point" — or the problem that keeps them up at night. After all, people don't buy a product or service because of it's flashy features. They ultimately purchase a product because it solves a problem for them.
By understanding your subscribers' biggest pain points, you can more effectively promote your product and write convincing marketing copy. Here's how to find your customers' pain points.
2. Keep your subscribers interested.
Addictive content is interesting. To create interesting content, there are a few writing principles to keep in mind.
First, choose a tone that works best for your audience. In many cases, taking a conversational tone can improve readability and make your brand more relatable.
However, if your audience expects a serious tone because it’s more appropriate for your industry, then keep it formal.
Regardless of whether your tone is light-hearted, witty, irreverent, or formal, you should treat your subscribers with respect, says John Corcoran, founder of Smart Business Revolution.
"I don’t talk down to people," says Corcoran. "I make it worthwhile to read my emails. I even bury jokes in the ‘P.S.’ and small font at the end just to delight and surprise people who are paying attention.”
Second, organize your email content in a way that’s easy for subscribers to read and skim.
In today’s fast-paced world, you may only have a few seconds to showcase the value of your email. Structure your content so the most important information is at the top. Additionally, use headlines, subheadlines, and bullet points to break up large chunks of text. (It's so much easier to read on mobile devices....
And he was excited, to say the least.
After his speech, Chris had a line of marketing experts waiting to talk to him. But they didn’t want to talk to him about his presentation — they wanted to talk to him about a 30-second demo he had given on his phone.
The demo was of Curate, AWeber’s mobile app. Chris revealed how Curate allows you to create and send an email newsletter on your phone with just a few taps of your screen. That means you can stay in contact with your subscribers anywhere, anytime. It makes email marketing unbelievably easy.
Want to see Chris’s Curate demo for yourself? Check out the video below.
Now that you’ve seen Curate in action, try it for yourself! Download the app for Android or iOS (it’s FREE!) and start creating awesome newsletters on-the-go today.The post How to Create an Email Newsletter on Your Phone in 30 Seconds appeared first on Email Marketing Tips.
But that doesn't need to be the case! To help you design beautiful, stand-out emails this holiday season, I've compiled my best holiday design tips. No graphic designer needed!
Think outside of the (in)box
One of the easiest and best ways to gain inspiration for your design is to see how other successful companies design their emails. A great resource for email design inspiration is Really Good Emails, a database of emails from various companies.
But instead of (just) searching for terms like "Christmas," "Holiday," or "Black Friday" for email examples, try brainstorming some unique keywords that make you think of the holiday season.
For example, you could try one of the following search terms:
I found this email by Prezi in my search for “winter.” It’s a great example of an email with subtle, yet effective, holiday design.
Prezi combines their brand palette of blues and white with a splash of red and gold, to add some holiday cheer. By doing so, The email still feels “on brand” and recognizable to their customers. They also use snowflakes in their header image to add to the festive feel.
If you're not a designer, you can easily create a festive email by using one of AWeber's holiday email templates. Just add your brand logo and colors to customize it to your company! (Use one of these festive templates today with a 30-day free trial of AWeber.)
Related: The Top Email Design Trends You Must Know
Be true to your brand
What colors represent your brand? If you’re not sure, take a look at your logo, website, previous emails, or social media images. What colors are most prominent?
For example, AWeber’s logo uses a royal blue and light gray. Our website features a larger palette of green, light blue, and white.
Instead of just using red and green as our main colors for a holiday email, I would first pull from the selection on our homepage and use supporting images to give it some holiday sparkle.
If your branding colors don’t remotely...
Stay off your subscribers' naughty list by following these 3 email rules. They'll help you reduce unsubscribes, increase your sales, and get the right message into the right person's hands.
This post was based on our popular holiday marketing webinar! Click this link and register to watch it on-demand.
Let your subscribers mute your emails
Problem: Promotional email volume increases significantly during the holiday season.
And what do most people do when the volume is high? They hit the “unsubscribe” link. Sending just one too many emails in a given time period might push your average reader to reconsider their subscription.
Solution: Include a “mute” button or link in your emails. This will reduce your unsubscribes during periods of increased sending. Your audience might want to stay on your list and hear from you . . . just not right now, or not about this particular topic/promotion.
Give your audience the freedom to choose.
Plus, this allows you to send messages to a segment of subscribers that actually WANTS to receive them. You’ll likely see higher conversion rates, higher opens and clicks, and higher revenue generated from this targeted audience.
Related: 11 Festive GIFs for Your Holiday Marketing Emails
Here's an example of how to incorporate a "mute" option.
Using AWeber’s click automations, you can apply a tag to any subscriber that clicks the mute link or button. Below, I named the tag "muted-2019."
Now, whenever you send an email that shouldn’t include the subscribers that explicitly said “mute me,” you can easily remove them from the send list.
After this tag is applied, you can create a dynamic segment (a fancy word for group) of subscribers that do not have the mute tag. This is the audience who still wants to hear from you.
See the example below. I created the segment by choosing anyone who "is not" tagged with muted-2019. This pulls all other subscribers in your list who do not have the muted-2019 tag, and makes them their own segment.
When the promotional period is over, or you are back to your regular send frequency, start sending to everyone again!
Discover your best offer with split testing
Problem: How do you know what product or service offer will yield the most sales during Black Friday or Cyber Monday? How do you know what...