Email marketing works— email newsletters send people to your website and landing pages, build awareness, contribute to branding, build trust, and cement loyalty. However, with 84% of all email traffic being spam, other factors of email marketing, not merely sending them, needs to be recognized for open rates to increase.
47% of people say they open an email because of the subject line. (Chadwick Martin Bailey)
Here are just some ways to craft subject lines that increase open rates:
1. Keep it short
The subject line of an email is the first impression on your user, and they do not like to have their time wasted. According to the Adestra July 2012 Report, subject lines fewer than 10 characters long had an open rate of 58%. As outlined by Constant Contact, “the typical inbox preview pane will only show 30 to 40 characters, and the typical mobile device shows around 15 characters. If possible, shoot for 25 to 40 characters or 5 to 8 words.”
2. Use numbers
Studies show that numbers allow our brains to deconstruct and organize information easily. They stand out in a sentence, enabling us to skim a subject line quickly. They also give a sense of promise for specificity.
“10 steps to starting a business”
“3 tips for healthy eating”
Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012 Report)
This does not mean the inclusion of the recipient’s name in a subject line–personalization is all about knowing your audience. What is the age group on your subscribers? Where are they located? What information is most relevant to them? Knowing this information and integrating it into email marketing allows for a narrower target of information. One way to study your users and subscribers is to use the Google AdWords Remarketing tool.
“Where to drink beer right now”
“5 Underrated Portland Burgers”
4. Call to action
What action do you want your readers to take? Call to action is what you want your readers to do once they open your email. Call to action verbs and phrases need to be strong, clear, and easily actionable:
A call to action that integrates a sense of urgency, giving users the immediate reason to respond, can dramatically strengthen your email subject line. This is especially useful if you are running a promotion or driving attendance to an event:
– “Connect today and receive a $5 coupon”
– “Share to get free storage now”
Are you looking to develop your email marketing strategies? RG Media Company in Eugene, Oregon can help. Contact us to learn more.