The average working professional can receive more than 100 emails per day. But, what makes them want to open your email? Most often, it’s the subject line. That’s why your email subject lines are the most valuable component of your email campaign message.
Even today, email still remains the primary – and often favored – method of communication. In a report by Chadwick Martin Bailey, 64% of email recipients said they opened email campaigns based on email subject lines alone. This proves just how powerful a subject line can be. It’s your brand’s first impression and can be the thin line between a sale and a lost opportunity. It’s also why marketers need to rethink how much effort is spent perfecting this one-liner. Although there is no solid solution for developing a stellar email subject lines, there are best ways to get your recipients to engage with your email content.
And here are three best practices to help maximize your open rates:
Keep Your Email Subject Lines Short and Specific
Clearly focused, well-crafted email subject lines that tells the reader of what’s inside the message can boost open rates and significantly improve the overall success of an email campaign’s performance. In fact, a recent study on open rates found that email subject lines with 28-39 characters drove the highest click through rates. In contrast, the more characters a subject line used, the faster the open and click through rates dropped. To optimize visibility, reduce unnecessary jargon. Keep your email subject lines short, center around the customer and present the benefit loud and clear.
Personalize your Message
Focused, tailored content for each one of your recipients can increase click through rates and possible leads with an email campaign that is relevant and personalized. This also allows you to better connect with prospects and cut through the clutter of the inbox. In order to develop highly personalized content, use a tool that allows you to track customer behavioral patterns and understand what appeals to the end user. By tracking your customers’ interests, you can then continue to analyze results, adjust content and monitor and improve on what works best for your audience.
Test Your Variables
Unsure if your subject line will convert? The only way to understand the best combination of variables is to test multiple subject lines. A/B/n multivariate testing allows you to test an infinite number of variables within your subject line including: content, whom it is sent from and what style of personalization is used.
Understanding your audience and the elements that attracted them to open your content is the key to having continual success with your future email campaigns.
Looking to maximize conversions and open rates? Let us help you.
