The most im­por­tant 50 char­ac­ters of your email

(part 2) No mat­ter how great your mar­ket­ing email is, if you don’t en­tice sub­scribers to open it, you won’t ben­e­fit from the ef­fort. That’s why your email sub­ject line is so im­por­tant. Those quick lit­tle phrases or sen­tences have the power to help sub­scri

The Malta Independent on Sunday - - ENEWS & TECH -

Last week we looked at un­der­stand­ing the im­por­tance of your sub­ject line and hav­ing a goal in mind. This week we are look­ing at: Write the right sub­ject line for your sub­scribers.

Per­son­alise it

You can get even more spe­cific by per­son­al­is­ing your email sub­ject lines. If you col­lect first names in your sign-up forms, you can ad­dress peo­ple by name in sub­ject lines to re­ally grab their at­ten­tion.

Per­son­al­i­sa­tion ex­tends be­yond us­ing a sub­scriber’s name: Seg­ment your email sub­scriber list to make sure your read­ers only get the con­tent that is most rel­e­vant to them. For ex­am­ple, no­tate who signed up for your list when you were giv­ing away a free item, then make sure those sub­scribers are on a list to re­ceive up­dates about other give­away pro­mo­tions. Keep your lists spe­cific so you know what cer­tain sub­scribers are most likely to be in­ter­ested in so you can in­crease the like­li­hood that they’ll want to ac­tu­ally open and read your emails.

Catch their eye.

Some­times, even if your sub­ject line is com­pelling, peo­ple may pass over it be­cause they have so much in their in­box — it all starts to blend to­gether. But you can make your email sub­ject lines stand out vis­ually through the use of emo­jis and other sym­bols.

It may seem like a small thing, but stud­ies show that colour can have a big im­pact on how peo­ple view emails and the feel­ings they get from read­ing them. And since a sim­ple sub­ject line doesn’t of­fer much op­por­tu­nity for vis­ual cus­tomi­sa­tion and me­dia, those lit­tle emo­jis have the abil­ity to make a big dif­fer­ence.

Ask ques­tions

Email mar­ket­ing should be an out­let for you to cre­ate re­la­tion­ships with cus­tomers and po­ten­tial cus­tomers. That means it should be a two-way con­ver­sa­tion.

Ask a ques­tion in your email sub­ject line and in­volve your sub­scribers in the con­ver­sa­tion. They could be more likely to care about what you have to say when they feel lis­tened to. Sub­ject lines that in­clude ques­tions can quickly give the im­pres­sion that the con­tent of your email re­lates to them. And if they know they can ben­e­fit from main­tain­ing a re­la­tion­ship with your brand through email, they’ll be more likely to take in your mes­sages.

Make it ur­gent

Putting a spe­cific time­frame on your email sub­ject lines can also im­prove your open rates. While some sub­scribers may skip over or put off read­ing cer­tain mar­ket­ing emails right away, if you alert them in your sub­ject line that your mes­sage is time-sen­si­tive, it could in­crease the like­li­hood that they’ll open your mes­sage be­fore they for­get about it or it gets pushed to the bot­tom of a long line of un­read mes­sages.

Con­sider adding phrases like “lim­ited time of­fer,” “end­ing soon,” or “to­day only” to make sure read­ers un­der­stand the im­por­tance of open­ing your emails now, rather than later. Don’t mis­use this strat­egy, but if some­thing truly is time-sen­si­tive, tell your sub­scribers in the sub­ject line so they know to read the mes­sage right away.

In­clude a call to ac­tion

What do you want peo­ple to do upon read­ing your emails? More specif­i­cally, what do you want them to do upon read­ing your sub­ject lines — be­yond open­ing the email?

Once you de­ter­mine your goal, the eas­i­est way to get sub­scribers to do what you want is sim­ply to ask them. If you want them to open your email to see the de­tails about your com­pany’s lat­est pro­mo­tion, you could say some­thing like, “Click to take ad­van­tage of our lat­est of­fer just for sub­scribers,” or, “See how easy it is to save with our lat­est pro­mo­tion.”

Sub­ject lines like these tell read­ers quickly and suc­cinctly what the pur­pose of your email is be­fore they even open it. The peo­ple on your sub­scrip­tion list who are in­ter­ested in your of­fer are prob­a­bly go­ing to want to read your emails af­ter see­ing those sub­ject lines.

Track what works

There are plenty of ways to write suc­cess­ful email sub­ject lines, and dif­fer­ent meth­ods will work bet­ter for dif­fer­ent busi­nesses. To get an idea of which meth­ods work best for your spe­cific busi­ness and email sub­scribers, you need to keep track of what works best for your cam­paigns.

There are plenty of tools avail­able through email mar­ket­ing plat­forms, in­clud­ing Per­sado. These tools can give you in­sights and an­a­lyt­ics about your emails and their open rates so you can de­ter­mine best prac­tices. For ex­am­ple, you may choose to try out a cou­ple of dif­fer­ent sub­ject lines for your emails. Maybe you ask a ques­tion in one, per­son­alise one with sub­scribers’ names, and put a spe­cific time­frame on an­other, then con­duct A/B test­ing to find out which per­formed best.

Af­ter you’ve sent out each of those cam­paigns, you can go back and look at which ones got the high­est open rates and en­gage­ment. If you no­tice cer­tain trends that stand out when you use dif­fer­ent types of email sub­ject lines, then you may be able to un­cover which types res­onate most with your sub­scribers. With proper track­ing and met­rics, you no longer have to guess about what works, and your well-writ­ten email sub­ject lines and im­proved open rates will be the re­sult.

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