Emails. We all get them. Some of us 100s a day. #AintNobodyGotTimeForThat
Some we love to get – exclusive sales from favorite stores, news from old friends, invitations to stellar events, insightful emails from industries or associations that provide insights to enhance our health, careers, productivity, perspective, etc.
Some we just plain delete – they take up prized space in our inbox, we don’t know or trust the sender and/or the subject line just isn’t compelling enough to make us bother to open.
As marketers we want our emails to consumers to be opened. And as consumers ourselves, we want less junk and more valuable, relevant messages in our inboxes. With that soapbox in mind, stay tuned for a series on creating and executing effective, compelling email campaigns.
63% of people say they either read the subject line and delete or read the subject line and ignore an email1, so the first hurdle to overcome is creating killer subject lines. After all, if less than 40% of your recipients never view the email itself, all that time, energy and creative work from writing the content to finding the best image to executing on the email is lost.
9 Tips to BE your best in Email Subject Lines:
- Be short & sweet. Keep it under 49 characters.
- Almost half of people read email on a mobile device, so the fewer characters the better.2
- To keep it short, remove obvious words like “update,” “newsletter” and “seminar.” Sell the benefits of those without specifically stating the type of content or event in the subject line.
- 18.7% emails including “newsletter” in subject lines saw decrease in open rates.3
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1. Direct Marketing Association Email Tracking Report, November 2015.
2. MailerMailer study.
3. Aedestra study.