How many emails do you get in a day? Dozens? Hundreds? Thousands? Marketers sent over 838 billion emails in 2013\u2026and that\u2019s not counting the messages you get from work and friends.With so much demand for your attention, how do you decide which emails are worth your time? There\u2019s a split second, almost instantaneous reaction in your brain that helps you decide. You may not even know it\u2019s happening.Your subscribers have the same split second reaction when deciding what to do with the messages you send them. How do you make sure they\u2019re reading instead of deleting?First, you need to understand the different types of email users on your list. Most of us fall into one of these five types, or some combination:The Delete-a-natorThe PrioritizerThe Over-OpenerSuper SlackerMister MobileEach type wants something different out of their email experience, so you have to make sure you\u2019re meeting all of their various needs in every (yes, every!) email you send. Let\u2019s meet these folks and learn how to hack your emails accordingly.Type #1: The Delete-a-natorWho are they?Sounds like someone didn\u2019t tell the Delete-a-nator how important email marketing is, because they\u2019ve got an itchy trigger finger that\u2019s ready to delete your email for the smallest reason \u2013 or no reason at all. Whether they\u2019re paranoid, they \u201chate advertising,\u201d or they think your email is spam, they\u2019re an impenetrable fortress of email exclusivity, and you\u2019ll have to fight your way in.Fast facts:Across 5 million users, MailChimp\u2019s average open rate is about 20%. This means about 80% of marketers\u2019 emails are ignored: bounced, unopened, archived or deleted. 80%! There\u2019s a sea of Delete-a-nators out there for you to contend with\u2026so get ready.Optimize:Defeating the Delete-a-nator is all about catching their attention and proving that you\u2019re worth their attention.According to Salesforce, 33% of email recipients open emails based on subject line alone, and Delete-a-nators are no exception.\u00a0You need a killer subject line, every time, to entice them.You subject line should:Clearly explain the content of the email or spotlight its valueBe between 6-10 words or less than 50 charactersInclude the reader\u2019s first name to increase the open rate by around 22%Use a strong verbInclude digits (\u201c5 types of people who read your emails\u201d)When pertinent, use these words:DailyWeeklySaleHow toYour subject line should NOT::Be vague or mysteriousUSE ALL CAPS or cr@zy $ymbol$ or exclamation points!!!Use these words:FreeSaveBuyHelpReminderMonthlyThese are guidelines for you to start with based on other companies\u2019 research, but you should do your own testing to see how your audience responds.\u00a0Always send an email with at least two subject lines so you can see which performs better and learn from the results.Type #2: The PrioritizerWho are they?The Prioritizer is an efficiency machine. Read, archive, save for later, forward, reply, delete: whatever their response, they love to take action. The Prioritizer has lots of folders for keeping things neat and organized, and they celebrate when their is inbox empty (although it rarely is, because they have so many emails in play). Hacks and apps help them maximize their day. They thrive on getting things done, and see every new email as something to conquer.Fast facts:It\u2019s super important for Prioritizers to be able to control their email.Gmail\u2019s Priority Inbox automatically separates personal, social, and promotional emails, and has resulted in a noticeable decline of opened marketing emails among its users.70% of Outlook customers said that it was important that ads don\u2019t interfere with their email experience, and 69% said it was important that their email service offer advanced spam filters.Optimize:With so many emails to organize, the Prioritizer only has time for the best of the best. It\u2019s vital that your emails deliver consistently, so you can build long-term trust that will move you slowly from their mental category of \u201carchive\u201d to the category of \u201copen, read, take action.\u201dA few ways to accomplish this:Adjust the sender name on your email list from your company to your personal name, first and last.\u00a0Prioritizers value emails with human names attached more than company names. It will also help you stand out from the crowd if your email has been automatically assigned to a promotions\/marketing folder amidst other businesses.Show value in the subject line.\u00a0No tricks, no click-baiting: those are red flags to the Prioritizer. Be straightforward and engaging about the content of the email so they\u2019ll understand how it will benefit them and they can be assured you won\u2019t waste their time.Hook them with your pre-header.\u00a0This little line of copy that sometimes appears when you preview an email is the most overlooked and underappreciated email marketing real estate. Think of it as a second chance at a first impression. If your Prioritizer didn\u2019t get pulled in by the subject line, they might be pulled in by your pre-header. One way to really make it sing: use their first name.Once the Prioritizer clicks to read more, make sure your email delivers.\u00a0If it doesn\u2019t, you\u2019ve lost their trust \u2013 maybe forever.Type #3: The Over-OpenerWho are they?The Over-Opener has the opposite problem as the Delete-a-nator and the Prioritizer. They open everything without discrimination, either because they have \u201cfear of missing out\u201d or they don\u2019t know any better. They\u2019re the kind of person who forwards you crazy emails or shares ridiculous posts on Facebook. They may not know how to say \u201cno,\u201d and easily become overwhelmed. Although the over-opener is a rare breed and great for your open rate, you\u2019ll have to be extremely clear about what you want them to do next.Fast facts:Yup, there are people out there who open everything, even unwanted or unsolicited stuff. Surprisingly, 46% of email users in a 2010 survey admitted to opening spam, and 11% had actually clicked on a link within a spam email.Optimize:What\u2019s inside your email? You know the Over-opener is going to read it, so you have to make the content count.First, write the kind of email you\u2019d want to get.\u00a0Make it engaging. Make it friendly. Make it sound like it\u2019s coming from a human being and not the Marketing-Bot 5000\u2122. It helps to write as if you\u2019re talking to one person, not \u201cthe list.\u201d Grab a mental image of someone cool you know and start typing.Prioritize the information from most to least important.\u00a0It sounds obvious, but you\u2019d be surprised how many marketers love a good, cinematic build up to the most important point at the very end of their emails.All of the content in your email should be helpful, interesting, brief and clear.\u00a0If it\u2019s not one of those things, delete it or rework it. Otherwise, you\u2019ll lose your captive reader.CTAs are everything! Make sure your call to action is big, bold and colorful.Use language that makes sense. Your Over-opener desperately wants to be told what to do next: don\u2019t leave them hanging!Type #4: Super SlackerWho are they?The Super Slacker opted in to your list, or maybe even purchased a product, but isn\u2019t interested anymore. And they\u2019re too lazy to do anything about it! They\u2019re a little slow on the technology uptake. They\u2019ve never taken the time to unsubscribe from anything, the last time they updated their Internet Explorer was in 2009, and they\u2019re still rocking that AOL email address with pride. Their inbox is perpetually overflowing, full of messages that sit unopened for months\u2026even years. Someday, they\u2019ll get their act together!Fast facts:Super Slackers are everywhere. There are more than you\u2019d think\u2026Almost half of subscribers are inactive on an any given email list.Open rates diminish the longer someone sits on your list, decreasing between 35-45% in the two years after a subscriber signs up.Optimize:You\u2019ll really have to work to get your Super Slackers back on track.Once or twice a year, audit your email list and identify users who haven\u2019t opened an email from you in over a year.\u00a0Pull them out of your regular list and put them on an Inactive list.Then, send your Inactive list three emails:#1 \u2013\u00a0Motivate them with an offer or engaging content just for them.\u00a0Use their first name! If they open the email, put them back on your regular list.#2 \u2013\u00a0Try to find out why they aren\u2019t engaging anymore.\u00a0Be upfront in the subject line \u2013 maybe something like: \u201cYou haven\u2019t opened an email from us in over a year. We\u2019d love to know why.\u201d Then link them to a short survey to find out their opinions. Take their survey results into account before deciding whether to put them back on the regular list. You may find they\u2019re still very interested, or not interested at all.#3 \u2013\u00a0Let them know you\u2019ll be taking them off your list soon.\u00a0Use their first name again, and give them one last chance to let you know if they\u2019d like to remain on the list.Then, if your Super Slackers really as lazy as they seem, take them off the list and focus on your more active customers.Type #5: Mister MobileWho are they?Mister Mobile is always on the go. In addition to his desktop and laptop computers, he has a smartphone, a tablet, and (sometimes) an e-reader. He loves the flexibility of technology and hates being out of the loop, even at night and on weekends. He uses each device for different things, so you may find him reading work emails on his phone but not responding to them until he\u2019s at his desk. He\u2019s super savvy, sometimes even a know-it-all, which means he can be a difficult customer to please.Fun facts:As technology becomes more pervasive and accessible wherever you go, you\u2019ll meet more and more Mister Mobiles. He\u2019s the wave of the future.48% of emails are opened on mobile devices. And that number continues to climb.75% of mobile users are highly likely to delete emails that aren\u2019t optimized for mobile.Optimize:Your emails MUST be mobile optimized.\u00a0There\u2019s just no excuse these days!Select a responsive email template that will automatically adjust to your reader\u2019s screen size.\u00a0Services like MailChimp or Aweber already offer responsive templates, all you need to do is pick your favorite.If you\u2019re designing your own template, design with mobile in mind.Use a single-column layout.Include images, but reduce the file size so that your email is around 60KB.Always use a readable font size.Your CTA buttons should be easily clickable no matter what device Mister Mobile is on.So, which email type are you?Are you a paranoid Delete-a-nator, an uber-organized Prioritizer, an overwhelmed Over-Opener, a lazy Super Slacker, or an on-the-go Mister Mobile?Every email list is populated by all five types, so it\u2019s important you know them, understand them, and love them all. Optimize your emails to accommodate each of their quirks, and you\u2019ll see your open rates and email engagement skyrocket. Way to email!