Now you may think you know what a good subject line is, but so many businesses’ don’t and underestimate the importance of them. It is the very first thing that a recipient of your email will read and is an excellent way to make a good first impression on a perspective customer. Make a great first impression and readers are more likely to click through to your email, increasing your chance of gaining customers. In this post we will explain why your subject lines are so important in email marketing, and different tips and tricks that you should be considering when constructing your own subject lines. So, let’s get to it!
Why should I be bothered about my subject line?
To make a great first impression is the answer. It’s been found that 47% of customers open emails based solely on the subject line. This means that if your reader doesn’t connect with your subject line, the chances are they won’t open your email. The hours you’ve spent editing your design and content to create the perfect email painfully float down the drain… because no one will see it!
Improving your open and conversion rates
Both open rates and conversion rates are extremely important. The higher your open rate, the more people will see what your email is about and in turn, you have a greater chance of improving your conversation rate. It may seem like an almost impossible task to improve your open rates and conversion rates (when people take the desired action from reading your email), but it’s really not. In fact, there are many different ways in which you can improve these, but a great place to start is with a gripping subject line!
Our Top 10 Tips
Below we are going to go through some different tips and tricks you should be considering when making your own subject line.
Make it personal
One way you may try to improve your subject line is by making it personal. This makes a much better connection with the reader, making them more likely to open your email. Try putting the recipient’s first name into the subject line. For example, ‘Hello Linda, we’ve got the perfect deals just for you!’ Perhaps you could also make the email address you are sending from more personal. Avoid using ‘noreply@’ email addresses. This instantly stops the reader of the email from making a personal connection to your business. Studies show that a personal email address vs. a general email address as the send-from address can increase your net open rate by 15% – 35%.
Create a sense of urgency
FOMO (fear of missing out). People hate missing out of things or being left out. Use phrases such as ‘limited time’ and ‘don’t miss out’. This creates a sense of urgency and will make the reader take action and open your email. It’s extremely important to make the reader take action and it’s what we are trying to achieve with our subject line.
Use captivating questions
Try using a question for your subject line. For example ‘What does your logo say about you?’ or ‘Are your subject lines false?’ This engages with the reader and makes them more interested in what your email has to say, as they will want to find out the answer. And the only way they can out find the answer is? That’s right, by opening your email! Mission accomplished.
Or even a song lyric…
Using a song lyric as your subject line is a great way to catch your reader’s attention. It is creative and something that they can relate to. Studies show that there was a 10% increase in open rates when using a song lyric compared to ‘more traditional’ subject lines.
Keep it short and sweet
It is important to keep your subject line short and sweet. Use clear, concise language to get to the point. This is especially important as 67% of emails today are opened on smartphones. If your subject line is too long, it is possible that a lot of it would be chopped off the screen. This means the readers wouldn’t know the purpose of your email. As we mentioned earlier, all of the hard work producing the email has essentially gone to waste if the reader does not open it.
Take an informal approach
Often it’s more effective to use an informal approach when it comes to subject lines. This creates a much more intimate connection with the reader, as it feel like they are speaking to someone that they know. If they feel comfortable, they are much more likely to take an interest in what you are saying.
Don’t be scared of puns
Where appropriate use a pun for your subject line. This can be a great technique to catch the reader’s attention and lighten up your email. With millions of emails being sent each day, if your subject line was a punny joke (get it?), it could be a great way to stand out in a potentially bleak and boring inbox.
Avoid caps lock at all costs
We have all received emails that seem to be screaming at us through the screen. For example the subject line could be ‘OPEN THIS EMAIL IMMEDIATELY!!!’ and the truth is, it’s off putting. A study by Radicati Group found 85% of email recipients would prefer an all lower case subject line over an all caps one. People don’t like being told what to do and in fact, they often do the opposite. Avoid using caps locks and people are much less likely to ignore your email.
Timing is key
Sending your email with a good subject line, at the right time, can make a huge difference to your open rate. For example, imagine that you’re trying to promote the best restaurants in Norwich. You could have the subject line as ‘Bookings available in best restaurant in Norwich tonight!’ Try sending the email at 5pm. This way, if your target audience was looking for somewhere to eat after work, they would be interested in your subject line and are more likely to open it. Each business is different and subject lines need to be tailored to them. Try sending emails at different times of the day and see what time gets the best open rate for you.
Make your target feel exclusive
Everyone likes to feel special and a great subject line can achieve this. Try using phrases such as; ‘A bonus for you Jane’ or ‘For our subscribers only’. This makes the reader feel important. If they feel the email is for their eyes only, or they are part of an exclusive group, they are much more likely to take an interest. If they are interested, we might just get that all important click to open your email.
Ultimately, if your emails aren’t being opened, people aren’t seeing what you’re offering. You have some fantastic content to share and people need to see it! Try out a few of these tips and tricks in your next email marketing campaign. Who knows, your open/conversion rates could be on the rise in no time!