Stick To The Point – Crafting Subject Lines For Email Marketing
While we are all told in elementary school that we should never judge a book by its cover, that concept goes right our the window when it comes to email marketing. When internet users get email that isn’t from friends or family, they look directly to the subject line and decide whether to hit “read”, “delete”, or “report spam”.
Because of this, the subject line you write when you send mail will make the difference between having a 60% open rate or a 6% open rate. Here are some tips based on email marketing research to help you write the best subject lines possible:
Entice your customers with a hint of what’s inside
When designing your email marketing campaign, one of the best ways to draw attention is hint what’s inside your email or newsletter. Your “from” line will tell your customers that the email comes from you. But the subject line should tease the customer and entice them into opening it. Rather than stick with a ho hum subject line like “Beagle Enterprises Newsletter”, use a subject line like “What food is most popular with dogs?”
Let customers decide for themselves
One of the more shocking statistics in email marketing research is that benefit-promising headlines don’t sell and have a very low open rate. People have been conditioned to be wary of people or email that makes promises to them, and they suffer from “too good to be true” skepticism. However, by inviting someone to try something and make their own decision, it makes you seem more open and trustworthy. The subject line “You’re invited to see our new line of cat food” is probably much stronger than “Your cat will lose weight and stay healthy with our new line of food”.
Make it a preview
Because we are a society inundated with ads and marketing, your email campaign must conform to the same expectation. By using subject lines about what is going to happen, it makes customers feel like they’re getting a sneak preview of a special future event. Instead of writing a subject line like “Scriptwriting software revolutionizes the industry”, make it something like “See our revolutionary scriptwriting software before everyone else”.
Make it personal
Most customers want to feel that your relationship with them is one-to-one. This means they love to feel as if you’ve taken the time to create an email just for them, not for the masses. Although no email marketer has the time to create a custom email for each and every client, certain things can be done to make a customer feel this way. Personalize your subject line by calling the customer by name and it will go a long way to making that same customer feel positive about your relationship.