Lavender: Best Practices

Overview

There are a few key things you can focus on to ensure a successful outcome when using Lavender.

So, what should you focus on? 🤔

Mobile Optimization📱

Across our whole dataset, mobile-optimized emails receive 24% more replies.

Prospects are 8x more likely to open their email on a mobile device.

Make sure it looks good on their phone by following these guidelines:

Plenty of white space
Double newlines after paragraphs
No paragraphs longer than four lines on the mobile editor

Word Count 🔢

Across our dataset, 0-50 word count emails receive 23% more replies.

The average reading time per email is 11 seconds, and most are deleted within 3 seconds.

Less is more.

Clarity 🔎

Across our dataset, 3rd - 7th Grade clarity emails receive 1.66x more replies.

Write so that an elementary school student can understand.

Keep sentences short
Keep paragraphs short and on a single topic
Avoid complex words
Avoid run-on sentences

Long Sentences ⌨️

Across our dataset, emails with 0 long sentences receive 1.57x more replies.

Use contractions
Use fragments
Avoid sentences with multiple independent clauses
Avoid unnecessary adverbs and adjectives
Avoid unnecessary transition phrases (Ex. "For what it's worth, ..." "Personally, ...", "Furthermore,...")
Avoid tautologies - needless repetition of an idea, statement, or word (Ex. "A beginner who has just started")

Formality 💼

Across our whole dataset, neutral-slightly formal emails receive 11% more replies.

Overly formal writing can make you seem less comfortable, while overly casual writing can make you seem unprofessional.