Email Best Practices

Practical tips for maximising open and click-through rates on personalised video email campaigns.

1. Personalise the subject line, and mention the personalised video to stand out in the recipient's inbox.
   • Apple Mail on iPhones, the most popular mobile client, has a cut off of 41 characters. For most other email providers and devices, if your subject line is more than 30 characters, it won't fully display on mobile.
2. Harmonise the preheader and the subject line copy.
3. Use the personalised thumbnails provided by Seen.
   • Our data shows over 118% higher CTR when personalised thumbnails are used.
4. Keep the email copy short and concise.
5. Use the landing page / video link as the sole CTA in the email.
   • Including a call-to-action button instead of a text link can increase conversion rates by as much as 28%.
6. Make sure both the thumbnail and the CTA lead to the landing page / video.
7. Send out at a time you have received the best open and click-rates, based on data from your previous sendings.
   • If no such data is available, Seen can recommend a time based on industry.
8. Send the emails in batches to evaluate results, and to avoid campaign-wide mistakes.
9. Split test with different subject line / content to evaluate campaign-wide results.

Example layout