Email is one of the most effective ways to market to potential customers.
In fact, it’s over 40 times more likely to acquire new customers than Facebook or Twitter.
But it only works if people actually open your email.
That means you need an irresistible subject line – one that screams ‘Open Me!’
So what makes a subject line that works? Here are some of the key components.
Improve open rates significantly by personalising it
Research has shown that personalising subject lines with the recipient’s first or last name helps to improve open rates significantly.
Similarly, localising subject lines to include the recipient’s city can have a positive impact.
Keep people interested by mixing it up
People like to receive Newsletters. They often start off with high open rates. But these can gradually decrease over time.
Using the same subject line for each campaign is one of the main reasons for this – you need to keep your content new, fresh and intriguing.
If readers aren’t given an idea of what to expect in the email from your subject line, they’re unlikely to bother opening.
Keep it snappy to get the best results
Much has been written about the optimum length for a subject line. There’s loads of research you can find on the subject, and while opinions vary, the general consensus is that short and snappy is best.
I would advise to keep your subject line to 50 characters or less.
These are three fairly elementary rules for writing a subject line that works. Crafting an effective subject line is something of a science however, and there are many other factors to consider, including (but not limited to):
- Customer segmentation
- Email timing
- How to effectively use stats and numbers
- How to create urgency