Email Campaigns (Part 3 of 3): Save Your Emails from the “Delete” Button
Much like blind dates, email newsletters allow only one first impression. And for a spark to happen, that impression better be a good one. Want to get your point across to customers and start real conversations with them? Hook them right away. It’s all about the subject line. Try these tips for your next message.
- Be honest. In four or five words and about 45 characters, what is your email truly about? Bring up the best, most relevant points of your message, but don’t try to trick anyone.
If you run a gym and decide to give away a $500 gift card at random to someone who signs up for a yearlong membership, you might write: “Win a $500 [Brand] Gift Card.” But “Join [Brand] and Get Cash” is more deceptive. Not everyone will win a prize, and the second subject line implies that signing up will result in an immediate financial benefit. Not so.
- Stay consistent. Sure, choose words to keep readers engaged. But if you’re sending a daily digest or a weekly email subscription, then start with your issue name to engrain your e-newsletter in your customers’ minds. The email-campaign provider MailChimp found that newsletters with the highest open rates often had simple subject lines, formatted in a style like this: “[Brand] Newsletter – December 2011” or “[Brand] 12.07.11.” Not flashy, but stable.
- Emphasize urgency. Think about how many emails you mark to read later. How many of them are actually read? If there’s a reason your contacts should read your message now, then let them know. “One Day Left in [Brand] Holiday Sale!” is stronger than “[Brand] Holiday Sale on Now.”
- Test wisely. Segment your e-blast subscription lists into relevant groups (existing customers, prospects, your executive team and so on). Then, divide even further. Within your customer list, let’s say, you can split your contacts into two groups and try different subject lines on each. Marketers call it A/B testing, but we just call it smart.
Does one group have a higher open rate when you title your email “Three Steps to a Great Holiday Party” versus “Holiday Party Tips from the Pros”? Find out!
- Avoid spam words. Want to make sure your emails actually make it to someone’s inbox? Don’t use words that trigger spam filters. Those include “free,” “offer,” “buy now,” “credit” and more. Also, avoid using all caps. You’re likely to find more success with a subject line like “Learn the Secrets to Social Media” than “FREE EBOOK DOWNLOAD.”
Need help finding the best ways to target your email campaigns? Call us if you’d like to set up a consultation – or if you just need a little advice to get started.