Infact, 75% of your success is gated by your headline, whether it is a news article or advertising. If the headline does not convince the user to read on, all is lost. Most of us have developed an anti-headline defense and tune out when we sense an email subject line is trying to sell us something. The goal of the subject line is to get someone to open your email. No more, no less – if your email doesn’t get opened, it’s impossible to click on anything inside the email.
In this article, I am sharing the best ways to ensure your open rate goes up.
- Words to Avoid
There are many spam filters available today and they are becoming increasingly popular. Amongst other methods, one of the major criteria these applications use to determine spam is body text. There are certain words which are called “Spammy words” if used too often in your content, then it can be transferred to spam folders. Few of them are: ‘free’, ‘bonus’, ‘special’, ‘discount’, ‘accept credit cards’, ‘50% off’, ‘apply online’, ‘congratulations’ , ‘click below’ Mega Deal, Lottery, $ Symbol etc.
As a marketer, you already know that personalization can win big wins in email marketing. Emails with personalized subject lines are 26% more likely to be opened. Everyone loves the sound of their own name.
- Subject Length Guidelines
The Subject Line must be short, descriptive, captivating and engaging.
According to research, subject line with 70 characters and up have been marked more beneficial in engaging readers with more clickthrough rate while subject line with less than 50 characters tested well with open rate.
So the question comes, do you want to boost clicks or opens? Go long for clickthroughs and short for open rate.
- Familiar Sender Name
Mostly people hesitate to open email from unfamiliar people. They feel the essence of spamming or selling some product from unfamiliar sender name. Avoid using a generic email address and send the email from a real person.
- Use Concise Language
People usually scan their inbox very quickly. The subject line must not be complex nor too fancy. It is better to make it very concise and efficient. When you’re going for a concise subject line, think first about how your email will benefit your recipients. You’ll want to make that benefit very clear.
- Create a Sense of Urgency
Just after reading the subject line, recipients must feel the sense of urgency to open the mail. For example: ‘Act fast and save 40% on T-shirts’ , ‘24-hour giveaway’ etc.
- Make People Feel Special
Personalization is very important between you and your customers. Make them feel special by addressing them. The phrasing must be very effective. For example: ‘An exciting offer for you’ , ‘Private Invitation’ , ‘You are selected!’ etc.
- Ask a Compelling Question
Asking a question in your subject line can also draw readers in, especially if you’re asking a question you know is relevant to your recipient’s buyer point of view. For example: ‘Do you know how your Email List is downgrading?’
- Do Test your Subject Line
A simple way of doing this is to open an email account at Gmail, send your marketing emails and newsletters to that address and see if your mail is transferred to the bulk mail folder when sent to that address. You can perform Split Testing.
Split or A/B Testing is the process in which you compare two web pages with different content and to see which one performs better. The one that gives the better conversion rate, wins!
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Can you suggest the best tips and practices to make your Subject Line eye-catchy and increase open rate?
Please do share on the comment section below.