Lavender: Best Practices

Learn exactly how to use Lavender to write better emails.

Meagan Glenn avatar
Written by Meagan Glenn
Updated over a week ago


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.

  • Limit the passive voice and conditionals

  • Combine the use of pronouns ("I", "we", "you") and nouns (specific names)

Ready to jump in? Check out some email writing tips here.

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