At a Glance
Build-Your-Own test invitations for My Panel give you the ability to choose between inviting your participants to take a test using the default UserTesting email or a new email written by you. Consider the following best practices and tips from UserTesting’s marketing team to write an engaging email invitation.
Table of Contents
Email Subject Line
Email subject lines are arguably the most important component of your emails. After all, the subject line is what recipients see in their inbox, and this is what determines if they even open your email or not. Consider the following:
- Try to keep the subject line to 50-60 characters in length. Shorter subjects are more effective.
- Phrasing your subject as a question can further entice audiences to open the email.
- Using emojis increases open rates by around 25%. They aren’t a quick fix, but they can make a good email subject stand out. But don’t overdo it. One emoji tends to work well. Here is a Mailpoet article with some additional tips for crafting a subject line that stands out.
When composing the body of your invitation email, consider the following:
- Add some context about the product, service, website, etc., and kinds of tests participants can expect—participants that are frequent users of your service or product will be more inclined to respond and take part.
- Consider adding the amount the test contributor will be paid if you created a paid panel. Earn $10 for an unmoderated test, $30 for 30 minute Live Conversation, and $60 for a 60 minute Live Conversation.
- Add some detail about how their feedback will be used. Engage people by letting them know that their feedback is important, that it helps your team make informed decisions, and that their opinions are being heard.
- Consider writing the email content in a conversational way, rather than using a formal or overly professional tone.
- Remember to write your emails to your panelists in the same language that your tests will be written in.
- Add some style, emphasis, or direction to your email by using bold text, italics, and bulleted lists. Check out this article for more information on Shortcuts for Formatting Text.
- Keep button text within 40 characters and, ideally, four words for maximum effect.
- Lead with an action—give users a clear, short instruction which they can carry out by clicking the button. For example: “Take the test”, “Start now”, or “Give feedback”.
- Try to avoid wordplay or anything which might be confusing to some audiences. It’s always best to err on the side of being overly clear when writing good button copy.
As you prepare to send out your email invitation to participants, keep a few things in mind:
- Once you have launched your test, the custom invitation can no longer be edited.
- Double-check the content of the email. Try to avoid including any specific references to time or date unless you’re certain that you will send the invitation on time.
- Be sure to remind your participants whether the test requires them to use a PC, Mac, or mobile device.
- Keep in mind that if you mention payment for a paid panel, participants who opted out of receiving payment will still see payment details in the email invitation
- The email invitations are sent in batches. For example, if you are looking for 5 participants to complete your test, we will send out 5 emails every hour to participants who match your audience criteria. This process will continue until the test sessions are completed or the list of participants who match your criteria has been exhausted.
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