Posted by Chris Donald On November 13, 2018 in story time I 0 Comments
You’ve spent hours perfecting your email, crafting the ideal copy, layout, and design. It’s a thing of beauty. But what you didn’t account for was your subject line, one of the key factors in determining whether your email even gets seen. Customers are getting hammered with hundreds of marketing emails each day (none as amazing as yours, of course), and their attention spans are shorter than ever. So, when it comes to writing subject lines, you can’t just phone it in and expect great results. You’ve got to rise above the junk mail and shine like a star. You’ve got to “be so good they can’t ignore you,” as Steve Martin would say.
Here, we’ll dive in to 7 tips for killer subject lines that’ll boost your open rates. You can thank us later.
It’s hard for creative-minded folks to grasp, but in the email world, clarity trumps creativity. Clearly telling your readers what to expect when they open your email is the first step in getting the click. Are you launching a new product? Advertising a huge sale? Welcoming readers to your email program? Set those expectations from the get-go in your subject line, then let your email content do the rest of the heavy lifting.
By aligning your subject line with the headline and call-to-action in the body of your email, you’re sending the reader a perfectly clear message as to the gist of your send. Additionally, if readers skip over that beautifully crafted copy you wrote in favor of focusing just on your subject line, headline, and CTA, they’ll still know exactly what your email is about.
Crafting a subject line that’s going to pique your readers’ interest is a fun, easy tactic for engagement. One of the simplest ways to do this is to pose a question in your subject line, such as “Have you thought through next year’s marketing plan yet?” Another way to tap into someone’s curiosity is by giving just a taste of the irresistible content within your email, as in this example: “The ultimate dinner hack you’ll wish you knew last night”
In a sea of hundreds of marketing emails, this one may seem impossible. We’re not suggesting you use a subject line written in all caps (please don’t), but simple additions like brackets, question marks, symbols, or personalization can make your email sing within that ocean of marketing mailings.
Customers hate missing out on a great deal, so promoting time sensitivity within your subject line is a great method for eliciting an open. Hint: For a one-two open-rate punch, combine this one with our above tip of using brackets. For instance, [ENDS TONIGHT] Up to 50% off the hottest season passes
While there are no hard and fast rules about subject-line length, remember what we said about attention spans: they’re short. So, say what you need to say, but keep it brief. You also want to avoid your subject line being cut off in the inbox (a particular hazard on mobile), which you risk with more lengthy lines.
As marketers, we know numbers talk. Conduct some A/B subject-line tests with your audience to learn what really resonates with them. Do they respond better to capital letters or lowercase/uppercase? Do parentheses work to make your sale stand out, or was that emoji a better bet? Testing is a simple way to get to the bottom of what your customers like best… and get to the top of their inbox.
Interested in improving your open rates?
Get in touch with Inbox Group today and let us help you develop a winning subject-line strategy. We love making new friends.