Email Verification and Referral Email Insights from Maître
Maître, a platform specializing in referral marketing, analyzed 3,691,345 emails to uncover insights about email verification and engagement strategies. The findings provide actionable tips for optimizing email campaigns and referral programs.
Key Insight: Email Verification Timing Matters
When it comes to verifying email addresses, timing is everything. Here’s what Maître discovered:
- 70% of users validate their email address within the first 5 minutes after receiving the verification email.
- However, if you limit the verification period to just 5 minutes, you risk losing the remaining 30% of your audience, who may need more time to act.
To maximize email verifications, Maître recommends setting the ideal verification window to 12 hours. This ensures you capture both the quick responders and those who take longer to engage.
Email Types That Drive Engagement
Maître also analyzed the click-through rates (CTR) of various emails sent to encourage recipients to invite or refer their friends. Here’s how different email types performed:
- “Lost Positions” Email:
- CTR: 7%
- This email informs users they’ve lost a spot in the referral leaderboard or ranking, creating a sense of urgency and FOMO (fear of missing out), which drives action.
- “Gained Positions” Email:
- CTR: 5%
- Highlighting progress in a referral program motivates recipients to stay engaged and continue referring friends.
- “Welcome” Email:
- CTR: 3%
- Sent to greet new users, this email sets the tone for engagement but typically generates less urgency compared to position-based emails.
- “New Referral” Email:
- CTR: 1%
- This type of email, sent to notify users of a new referral, performs the least effectively in driving further action.
Practical Takeaways for Optimizing Email Campaigns
- Expand the Verification Window
Allow at least 12 hours for email verification to accommodate different user behaviors and maximize audience retention. - Leverage Competition and Urgency
Use leaderboard-style emails, like “Lost Positions” and “Gained Positions”, to encourage engagement. These types of emails tap into psychological triggers such as competitiveness and the desire for recognition. - Optimize Welcome Emails
While welcome emails may have lower engagement rates, they remain essential for setting expectations and introducing users to your platform. Make them concise, friendly, and actionable. - Refocus “New Referral” Emails
Given their lower CTR, consider redesigning these emails to include incentives or reminders to refer more friends, making them more engaging.
Key Takeaway: Email Strategies That Work
Effective email marketing requires understanding user behavior and crafting messages that resonate. By optimizing verification windows and leveraging high-performing email types, you can improve both engagement and referral program success.
Source: maitreapp.co