{"id":117850,"date":"2020-08-31T10:30:22","date_gmt":"2020-08-31T08:30:22","guid":{"rendered":"https:\/\/spotler.com\/?post_type=blog&p=117850"},"modified":"2024-09-20T13:07:48","modified_gmt":"2024-09-20T11:07:48","slug":"how-to-get-more-engagement-from-your-emails","status":"publish","type":"blog","link":"https:\/\/spotler.com\/en-gb\/blog\/how-to-get-more-engagement-from-your-emails","title":{"rendered":"How to get more engagement from your emails"},"content":{"rendered":"

Within seconds, the recipient of your email has decided\u00a0<\/span><\/span><\/span>whether<\/span><\/span>\u00a0<\/span>they want to read past the subject line. After 10.69 seconds of reading (on average), they may have lost interest completely and clicked off.<\/span><\/span>\u00a0<\/span><\/p>\n

How do I stop that from happening?<\/span><\/span><\/h4>\n

The team at\u00a0<\/span>Spotler<\/span>\u00a0understands that writing the perfect email is a lot of pressure, so we have written\u00a0<\/span>several<\/span> blogs that share our wisdom. If you\u2019d like to know more about writing a compelling email, check them out here<\/a>.\u00a0<\/span><\/p>\n

W<\/span>e wanted to understand what goes on inside our brains when we receive emails and determine what makes them either engaging or skip-worthy.<\/span>\u00a0<\/span><\/p>\n

U<\/span>sing EEG (electroencephalography), we found the\u00a0<\/span>O<\/span>utlook format produced the highest percentage of engagement overall (67%). In particular, the group of executives was the most engaged from this format out of all the versions they saw (66.95%)<\/span>,<\/span>\u00a0whereas the marketing team was the least engaged (64.5%).<\/span>\u00a0<\/span><\/p>\n

What can\u00a0<\/span><\/span><\/span>I<\/span><\/span>\u00a0<\/span>do with this info<\/span><\/span>rmation<\/span><\/span>?<\/span><\/span><\/span><\/span>\u00a0<\/span><\/h4>\n

The most obvious answer is to produce emails with a simple\u00a0<\/span><\/span><\/span>O<\/span><\/span>utlook format to\u00a0<\/span><\/span><\/span>engage your audience. However,\u00a0<\/span><\/span><\/span>it is important to\u00a0<\/span><\/span><\/span>recognise<\/span><\/span>\u00a0<\/span>that th<\/span><\/span>e result<\/span><\/span>s<\/span><\/span>\u00a0<\/span>are<\/span><\/span>\u00a0<\/span>likely due to the familiarity effect. Most participants\u00a0<\/span><\/span><\/span>we<\/span><\/span>re\u00a0<\/span><\/span><\/span>comfortable with\u00a0<\/span><\/span><\/span>O<\/span><\/span>utlook due to its familiarity so we’re drawn to it.\u00a0<\/span><\/span><\/span>The group w<\/span><\/span>ho were seen to\u00a0<\/span><\/span><\/span>have the least positive outcomes from<\/span><\/span>\u00a0<\/span><\/span><\/span>O<\/span><\/span>utlook were the interns, people who have had the least exposure to that\u00a0<\/span><\/span><\/span>format<\/span><\/span>. Therefore, it should be noted that your emails\u00a0<\/span><\/span><\/span>could include a variety of\u00a0<\/span><\/span><\/span>layout<\/span><\/span>s that we explored, such as gifs, pyramid, or zig-zag<\/span><\/span>, to appeal to a broader range of demographics<\/span><\/span>.<\/span><\/span>\u00a0<\/span><\/p>\n

\"\"<\/h4>\n

What should I avoid?<\/span><\/span>\u00a0<\/span><\/h4>\n

Long passages of text produced 4.96% less engagement<\/span>\u00a0than\u00a0<\/span>O<\/span>utlook<\/span>, making it the least engaging format we tested.\u00a0<\/span>While this level of engagement isn\u2019t bad,\u00a0<\/span>long text ranked 7<\/span>th<\/span>\u00a0o<\/span>ut of 8 formats<\/span>. On the other hand, short-text only ranked 6<\/span>th<\/span>, with an overall score of 322.23 (compared to\u00a0<\/span>the long text score of 319.67). Short-text was the second most stressful format, second\u00a0<\/span>lowest for focus, and only two participants\u00a0<\/span>free recalled<\/span>\u00a0<\/span>i<\/span>t in the post-research survey.\u00a0<\/span>\u00a0<\/span><\/p>\n

In\u00a0<\/span>the<\/span>\u00a0post-research survey, 63.4% of respondents said the shorter format\u00a0<\/span>incentivized<\/span>\u00a0them to complete the call\u00a0<\/span>to<\/span>\u00a0action more, compared to 36.6% who said the longer\u00a0<\/span>format was an incentive.<\/span>\u00a0<\/span><\/p>\n

Therefore<\/span>,<\/span>\u00a0<\/span>to encourage engagement in your emails<\/span>,<\/span>\u00a0short-text is advised<\/span>, but<\/span>\u00a0other formats should be considered\u00a0<\/span>as well\u00a0<\/span>to reduce the stress that it produces<\/span>.<\/span>\u00a0<\/span>For\u00a0<\/span>example,<\/span>\u00a0the zig-zag format, which proved to\u00a0<\/span>be the least stressful format (42.77%).<\/span>\u00a0<\/span><\/p>\n

\"\"<\/span><\/p>\n

If you would like to find out more about what grabs people\u2019s attention in an email or on a landing page, download our original experiment report here<\/a>.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Within seconds, the recipient of your email has decided\u00a0whether\u00a0they want to read past the subject line. After 10.69 seconds of reading (on average), they may have lost interest completely and clicked off.\u00a0 How do I stop that from happening? The team at\u00a0Spotler\u00a0understands that writing the perfect email is a lot of pressure, so we have […]<\/p>\n","protected":false},"author":25,"featured_media":103767,"template":"","cat_industry":[],"cat_topic":[],"class_list":["post-117850","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/117850","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/users\/25"}],"version-history":[{"count":1,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/117850\/revisions"}],"predecessor-version":[{"id":117851,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/blog\/117850\/revisions\/117851"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media\/103767"}],"wp:attachment":[{"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/media?parent=117850"}],"wp:term":[{"taxonomy":"cat_industry","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_industry?post=117850"},{"taxonomy":"cat_topic","embeddable":true,"href":"https:\/\/spotler.com\/en-gb\/wp-json\/wp\/v2\/cat_topic?post=117850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}