Enticing your audience to engage with your marketing content is a common struggle, especially when it comes to email marketing. After all, an email is only as good as its subject line. With fewer than five seconds to convince a recipient to open an email instead of deleting it, you need to give your email’s subject line an edge. To improve your click-through rates, your email subject lines should not only be catchy but also relevant to the content of your email.
In email marketing, the subject line, as we all know, is the first point of contact between your campaign and your subscriber. The goal of the subject line is to get someone to open your email. No more, no less – if your email doesn’t get opened, it’s impossible to click on anything inside the email. The success of your campaign depends on whether you can crack this code. Therefore, you need to know what makes your audience click. You need to spend as much time on your subject line as you would on your email body copy.
To boost your email open rates, here are great ways to make your email subject lines absolutely irresistible.
Length of Email Subject Lines – What’s the Magic Number?
Some say keeping subject lines less than 50 characters is the best practice to follow; others don’t really care too much for characters. Most email readers and mobile devices limit subject line character length (most of them have a limit under 33 characters). Keeping the email subject lines short and simple has lesser chances of your content being cut out.
However, the character of your subject line should not be judged only by its length. If you have subscribers who are highly targeted, your email subject lines can be longer. Also, limiting the essence of your subject line to character count is not necessarily a reason to be click-worthy.
It’s Localization over Personalization Now
Personalization on a ‘first name’ basis has been used for a while now, or maybe even overused. Today, localization seems to be more personal. Also in addition, targeting subscribers using local information such as city names have better appeal and click-through rates.
Beware of Innocent-Looking Words that Affect Open Rates
There are certain words that may not trigger spam filters but have a negative impact on your open rates. Words like % off, reminder, help, donate, free or offer may not trigger spam filters but are known to affect open rates. Using words in UPPERCASE is another way that will dissuade readers from opening emails.
Timing is Everything
Sending an email at the right time with the right subject line… genius! Sending an email at 5:00 PM about a ‘Happy Hour Special’ when most people are about to leave work is a prime example.
Use Numbers and Punctuation Reasonably
If you have to use numbers, do it in moderation and mix it up with other creative email subject lines. If every email is about ‘5 ways to do something’ or ‘7 ways not to do something’, your subscriber will eventually lose interest. And sparingly use punctuation.
If your visitor has downloaded an offer and you’re delivering it via email, it’s a great idea to use a subject line that says something like,
“your new ebook inside!” or
“your guide awaits!”
This works better than a simple “thank you” in the subject line; and it makes it clear that something is waiting inside the email, just for them.
Create a Sense of Urgency
Another effective technique for increasing your email open rates is to create a sense of urgency. You need to make the recipients feel they absolutely must open your email this very second. Entice them. Excite them. Thrill them.
Examples of this type of email subject line would be:
Test with A/B Testing
The only way you can know whether your subject line works is by testing it. A/B testing is a good way of analyzing which subject line works better. Also, you should use this on most of your content, and your email subject is no different.
For Adventurous Marketers
Besides best practices that marketers need to follow, it sometimes pays to take a risk; if you know what you are doing. In all the clutter and inundation of emails, making your subject line unique is quite a challenge.
- One word email subject lines – Imagine using just one word in your subject line. It could work, only if there is a connection, if it is relevant and means something to your audience. An email from Amazon Local had a subject line M3. That’s it. This subject line makes you think, what about M3? What are the new features? Did Amazon reduce prices for the M3 line of instances? This curiosity will definitely get you to open the email. If you can pull it off, one-word subject lines are a great way to capture attention-deficit readers.
- Alliterations attract attention – Anything creative attracts attention and alliterations are a subtle way of being different. A subject line like,
‘Connect, Converse and Convert Customers’ is a more catchy line than
‘Mass Marketing is No Longer ‘The Real Thing’’.
One of the best rules of thumb to use when sending emails as part of a digital marketing strategy is to put yourself in the shoes of your recipients. Consider which types of subject lines would turn you away, and avoid using them. Remember, the main reason your email will be opened is your subject line. To know more email marketing approaches, contact Juvlon.