Here's one of those depressing reminders of what we're up against in email fundraising, from the Smart Insights Digital Marketing blog: The 3-5-7 rule for Email marketing. The rule goes like this:
- 3 seconds to get their attention with your subject line and the from line
- 5 seconds, once they've opened your message, to draw them in.
- 7 seconds to get them involved, on the way to taking action
I don't know how scientific these numbers are, but I'll bet they're at least in the ballpark of reality.
Your emails have to make it through a deadly gauntlet before they even have a chance of generating response. If you thought the mailbox was a cutthroat place, it's nothing like the inbox. This is why response rates online are so low compared to direct mail.
Craft every part of your emails with this in mind.
Thanks to Be Relevant! Email Marketing Blog for the tip.