One of the key factors that determines whether a recipient does or does not open an email is the subject line. Site Impact is always busy supporting email campaigns and our wonderful clients, it’s so very important to make sure that your subject lines are getting the attention they deserve. Reports suggest that about a third of all email recipients open or don’t open based solely on subject line--and that’s a percentage that can’t be ignored. So just how difficult can it be to create a subject line that captures both interest and excitement? The truth is that it can be harder than it seems, which is why it’s important to constantly evaluate the subject lines in a campaign to make sure they’re not missing a key ingredient.
Site Impact suggests the first thing that effective subject lines do is to frontload the important details. Recipients receive dozens--if not hundreds--of emails every day, and that fact means that most are just skimming subject lines for relevant details and deciding in the blink of an eye whether or not to open. By putting the important details--and keywords--front and center, your brand can increase the possibility that your customers will open your email while another email gets relegated to the trash bin without even a cursory glance.
Another Site Impact ingredient to effective subject lines is the use of numbers. People love specific figures and numbers; they break up information into manageable chunks, and employed the right way they convey a kind of excitement that descriptive words simply don’t. It’s one thing to tell subscribers that there’s a major sale going on--it’s another to tell them that they can get 40% off. A major sale could mean anything; 40% means a significant savings. Including what information you can in a numerical figure will make recipients feel the weight of a discount, and create excitement for a promotional offer.
Personalization is a tried-and-true method for creating a solid impression and maintaining a strong relationship with customers. There is a ready charm in knowing that someone knows your name--and your habits. Whether it’s creating a routine to incorporate your subscribers’ names into the subject line, or using the word “you” and “your” where that’s not as possible, reaching out to customers on an intimate, one-on-one basis creates a warmer, more human point of contact with your subscribers, which consumers repay with response: multiple reports show that on average, emails with a personalized subject line are 26% more likely to be opened than those with a more general subject line.
Last but not least--and the ingredient that needs to be used with care--is literary devices like rhyming, alliteration, and puns. While these can deliver great rewards by making an email stick out, when overdone the have the opposite effect from their intention: they turn consumers and subscribers off. It’s also important to make sure that when you’re crafting clever subject lines, you’re not losing the point of the message in your wit; it’s an important balance, but one that returns hugely, when used properly.
With these simple tricks, provided by the marketing experts of Site Impact, it’s easy to gain the attention of email subscribers and get them to open your emails. Just knowing the basic components of a pithy, well-crafted subject line can make a big difference in open rates, which leads to a greater conversion rate as long as there is content and creative to back it up. Frontloading the important details, incorporating numbers where possible, personalizing the subject line as much as possible, and using twists of the tongue and playful language can all contribute to subject lines that generate interest in your promotional messages--something that email marketing companies, such as Site Impact have known for years.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)
One of the key factors that determines whether a recipient does or does not open an email is the subject line. Site Impact is always busy supporting email campaigns and our wonderful clients, it’s so very important to make sure that your subject lines are getting the attention they deserve. Reports suggest that about a third of all email recipients open or don’t open based solely on subject line--and that’s a percentage that can’t be ignored. So just how difficult can it be to create a subject line that captures both interest and excitement? The truth is that it can be harder than it seems, which is why it’s important to constantly evaluate the subject lines in a campaign to make sure they’re not missing a key ingredient.
Site Impact suggests the first thing that effective subject lines do is to frontload the important details. Recipients receive dozens--if not hundreds--of emails every day, and that fact means that most are just skimming subject lines for relevant details and deciding in the blink of an eye whether or not to open. By putting the important details--and keywords--front and center, your brand can increase the possibility that your customers will open your email while another email gets relegated to the trash bin without even a cursory glance.
Another Site Impact ingredient to effective subject lines is the use of numbers. People love specific figures and numbers; they break up information into manageable chunks, and employed the right way they convey a kind of excitement that descriptive words simply don’t. It’s one thing to tell subscribers that there’s a major sale going on--it’s another to tell them that they can get 40% off. A major sale could mean anything; 40% means a significant savings. Including what information you can in a numerical figure will make recipients feel the weight of a discount, and create excitement for a promotional offer.
Personalization is a tried-and-true method for creating a solid impression and maintaining a strong relationship with customers. There is a ready charm in knowing that someone knows your name--and your habits. Whether it’s creating a routine to incorporate your subscribers’ names into the subject line, or using the word “you” and “your” where that’s not as possible, reaching out to customers on an intimate, one-on-one basis creates a warmer, more human point of contact with your subscribers, which consumers repay with response: multiple reports show that on average, emails with a personalized subject line are 26% more likely to be opened than those with a more general subject line.
Last but not least--and the ingredient that needs to be used with care--is literary devices like rhyming, alliteration, and puns. While these can deliver great rewards by making an email stick out, when overdone the have the opposite effect from their intention: they turn consumers and subscribers off. It’s also important to make sure that when you’re crafting clever subject lines, you’re not losing the point of the message in your wit; it’s an important balance, but one that returns hugely, when used properly.
With these simple tricks, provided by the marketing experts of Site Impact, it’s easy to gain the attention of email subscribers and get them to open your emails. Just knowing the basic components of a pithy, well-crafted subject line can make a big difference in open rates, which leads to a greater conversion rate as long as there is content and creative to back it up. Frontloading the important details, incorporating numbers where possible, personalizing the subject line as much as possible, and using twists of the tongue and playful language can all contribute to subject lines that generate interest in your promotional messages--something that email marketing companies, such as Site Impact have known for years.
Call Site Impact today to work with our industry leading marketing experts to launch your next email marketing and digital advertising campaign! (954-982-7900, info@siteimpact.com)
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