Use Your Subject Line to Increase Your Open Rates
As your business turns to email marketing campaigns to get the most out of your advertising budget, it is important to ensure your campaigns are defined and targeted to your audience. You are striving to send the right message to the right people and as a consequence, have your message opened and read.
With the ever-increasing clutter of your customer’s inbox, you may struggle to get your message noticed and read. Getting your message opened is half the battle. Because your subject line is the customer’s first interaction with your message, it needs to be interesting and legitimate.
So how can you make the most of your success, and create a wonderful first-impression with your email subject line?
Emphasize user benefits:
• Be direct and speak to your audience on a one-on-one basis
• Specify immediate benefits or rewards such as coupons, discounts or free shipping when you are offering them.
• Don’t sell your product with company or brand-specific features. Highlight the easily understood benefits.
Keep the subject line concise:
• Maintain a succinct subject line
• Beware of hard sell and sensationalism; Avoid unwarranted capitalization and exclamation points. These are the first messages filtered to the junk folder by anti-spam filters, or simply ignored by busy consumers.
• Stick with the facts, use simple, descriptive words.
Brand your Message:
• Customers tend to be more open to messages from brands they know and trust.
• If your company is recognized, include your name in the subject line and the from: line too.
Test your Campaign:
• Once your objectives are defined, measure the effectiveness of your email marketing campaign.
• Use dynamic content to customize your message and test them in real-time to discover the power and ROI of email communications.
• Continually test your email marketing campaign. Test and re-test should be the mantra in email marketing, and it is an aspect that is often overlooked.
Posted by MindComet on Feb. 27, 2006