Email marketing remains one of the most effective forms of digital outreach and is still the go-to for many law firms. But to ensure maximum impact, it’s important to pay attention to unfolding trends.
One of the more enlightening studies recently done was by Brian Dean of Backlinko and influencer outreach/link building platform, Pitchbox. They analyzed 12 million emails to determine which factors contributed the most to a successful campaign in 2019.
Here are the highlights.
1) Long subject lines have a 24.6 percent higher average response rate compared to those with short subject lines.
This study analyzed the response rate of emails with subject lines of five different lengths —short, medium, long, very long and extremely long. They found that short subject lines between 1 – 15 characters had the lowest response rate of 16.8 percent.
Long ones with 36 – 50 characters performed the best with a 22.3 percent response rate. So that appears to be the ideal length to aim for.
2) Personalized subject lines boost response rate by 30.5 percent.
If you’ve been paying attention to recent marketing trends, you’ll know that personalization is an extremely hot topic. Lawyers are experimenting with different forms of personalization and seeing great results.
So it should come as no surprise that personalizing email subject lines can increase responses. In fact, “personalized subject lines got nearly 1/3rd more replies than those without personalization.” So this tends to be an effective tactic for getting your email noticed in a crowded inbox.
3) Emails with personalized message bodies have a 32.7 percent better response rate than those that don’t personalize their messages.
Likewise, personalizing the body of the content can have a positive impact. They specifically mention the importance of including a person’s name in the opening greeting.
So rather than just saying “Hi,” you would want to use the person’s first name and say “Hi Emily.”
4) Emailing the same contact multiple times leads to 2x more responses.
Most people are selective about the emails they open and won’t always check out the first message you send them. But this study found that sequencing — where you send follow up messages — results in a far higher response rate.
Better yet is sending multiple contacts multiple follow ups because this led to a 21.5 percent response rate, whereas a single contact, single follow up only led to an 8.5 percent response rate.
5) Wednesday is the “best” day to send outreach emails. Saturday is the worst.
Finally, there’s choosing the optimal day of the week for email marketing. Although it was a close battle with the other days of the workweek, Wednesday had the slight edge with a 7.64 percent response rate. Monday, Tuesday, Thursday and Friday were all at 7.5 percent or higher.
Saturday, however, was the worst with only a 5.65 percent response rate. So this too is something to keep in mind when choosing your timing.
This email study from Backlinko and Pitchbox is one of the most comprehensive in recent history. It paints a clear picture of what’s working at the moment so you can fine-tune your email marketing campaign in 2019.