More than you think
 There are very few things in life that allow us to have total control. An email subject line is one area where we have total control. But with total control comes responsibility.
So what’s the best way to make sure that your email (including email newsletters) will be opened and don’t give off the wrong message? It’s simple, have a straightforward subject line.
If you can’t get your reader to open the email, what good is all of the hard work and marketing copy within the email? The fastest way for an email to be deleted is a subject line that’s too cute or clever.
The subject line is an easy place to be careless but is the one place where you should take time and think about the message you are communicating. For example, which of the following two subject lines would motivate you to open the email? A subject line saying:
“Products so cheap you feel like a thief”
“Spooktacular Halloween Treats”
“New product updates from Company XYZ”
MailChimp, an Atlanta-based firm, conducted a study on subject lines of eNewsletters.
They analyzed more than 40 million emails and found the highest open rates, which ranged from 60-87 percent, had simple subject lines.
The emails with the lowest open rates, 14 percent and below, focused on a subject line that was clever or cute. MailChimp concluded that the simpler the subject line, the better.
Readers are expecting information that will be helpful to them in their professional or personal lives. They didn’t sign up for emails that place them at the end of a hard sell. If you simply tell your readers what the email is about, they’re able to make a decision based on the facts. It shows you respect their time and intelligence.
Proven Systems provides high-caliber eMarketing services. To learn more, visit www.ProvenSystems.com or contact the experts at 800.720.5398. |
