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Modern Email Marketing: 8 Tips for Getting Your Emails Opened
Email marketing suffers from a lot of misconceptions, the largest of which is that email no longer works in generating sales, converting leads, increasing website traffic or any of the other metrics that designate a successful email marketing campaign. That’s hard to believe when 66% of in-house marketers rate email as having an “excellent” or “good” ROI. The more likely explanation? If you’re not seeing the benefits of email marketing, then you might not be doing it right. Here are some tips for improving email performance at that first crucial step: getting your emails opened.
The Importance of Email Subject Lines
Combatting low open, click-through or conversation rates can be tough, but better email marketing starts in-house and there’s no better place to start than at the beginning. For an email, that beginning is the subject line. A successful subject line needs to grab the email recipient’s attention and entice them to click through to the email. How do you do that?
1. Be Clear & Concise: Forget strictly adhering to the standards of what is supposedly an optimal subject line length, just get to the point. Need proof? In one report, subject lines fewer than 10 characters long had an open rate of 58%.
2. Make Promises: The recipients on your email lists are busy people who get tons of email. So how do you make your recipients part of the 64% who say they open an email because of the subject line? Tell them how this particular email will benefit them directly. Will they get more, be smarter, save money? Will opening this email make their lives better? Tell them that. They’ll want to know more.
3. Appeal to the Senses: The five senses are a powerful part of what makes us human, and nothing makes something more real or tangible than appealing to those senses. In the subject line of an email blast, the five senses perform double duty on a basic grammatical level:
· As Nouns: Sights, sounds, smells, flavors, textures. These are the things we can experience and the rewards for opening an email.
· As Verbs: See, hear, smell, taste or touch. The 5 senses are a fantastic way to frame your call-to-action in an email subject line.
4. Appeal to the Emotions: Evoke strong reactions and responses in people by appealing to their emotions using the four Es:
- Excite: Get people worked up. People like new, better, improved, ground-breaking, just released, back in stock, limited, etc. But they don’t like !!!! Too much enthusiasm is often a sign of spam or insincerity; so quit it with the multiple exclamation points.
- ·Entice: This goes back to the promise idea above and may seem like a no-brainer, but the recipients on your email lists found their way to you somehow. Use the words, phrases, products or ideas that got their attention in the first place to attract their attention and lure them in again.
- Empower: Put control in the hands of your email lists. Opt-in emails give people the power to determine who, what, when, where and why they receive email marketing messages, and a successful subject line will appeal to and continue that level of autonomy.
- Educate: Make people feel smarter. Shine light on something new. Correct mistakes. Clarify misconceptions.
5. Use Numbers: This one’s simple. Use “45” instead of “forty-five” when composing your email marketing subject lines. According to eye-tracking data, using numbers instead of numerals catches readers’ eyes and focuses their attention. It also takes up less space.
6. Customize and Personalize: Don’t be afraid to add a little personal flavor. When used in moderation, honing in on cute, quirky or otherwise unique identifiers can be very effective in creating successful email subject lines.
7. Learn from Others: Read reports and articles. Subscribe to emails from industry leaders to see what they do or don’t do. Look at the emails you receive and what they did to make you open the email.
8. Try New Things: Branch out. Experiment. Use tools provided by email marketing services like Mail Chimp, Constant Contact, Mad Mimi and others to perform A/B testing and see reports on the success of your previous email subject lines. Use analytics and campaign tools like those provided by Miapex to track the traffic and patterns generated on your website as the result of your email marketing.
In our next installment, we’ll take a look at how to write engaging emails that deliver on the promises you made in your subject line and improve the performance of your email lists.
- Tags: Email Marketing