Do you rely on guesswork and anecdotal evidence when determining what time to send emails to your employees?
Do you wonder how many words a subject line should be, or whether you’re writing too much in a message?
A new report from PoliteMail helps communicators put data behind their email strategy, reclaiming that vital channel at a time of employee overload.
The free download, “Email Measurement Insights and Best Practices Guide,” reveals what organizations throughout PoliteMail have learned as email use swells.
Smartening up with data
“This reinforces that companies are sending a lot of email to their employees,” says Michael DesRochers, PoliteMail’s founder and managing partner. “You can use data to help optimize that process, so you’re not creating too much work for yourself, and you’re sending stuff that people are actually likely to read.”
PoliteMail drew anonymous data from across its 2015–17 customer base, totaling 75,000 messages sent to 197 million people. (Those include multiple messages sent to the same individuals.)
This report answers questions that many communicators struggle with:
- How long is too long? Are you writing such long emails that employees tune out?
- What frequency draws the best read rates? Are you writing too often—or too infrequently?
- What is the best ratio of images to copy? Pictures boost engagement, but is there a sweet spot?
- Should you just send that message to all staff? It couldn’t hurt to let everyone know about the big sales win—or could it?
- What kind of regimen draws the most readers?
- How do early morning emails compare against those sent in the afternoon?
- What is the ideal number of words to use in a subject line?
- Are people more likely to read a narrowly targeted email?
- Does the number of links affect follow-up on your call to action?
“The more tightly you can segment and target your audience, the more likely your message is going to get through,” DesRochers says.