Getting a good email subject line is one of the key factors that influences email open rates. No matter how good the content is, if it doesn't get opened (or previewed) it doesn't get read and will not result in extra business.
Most people get more emails than they want and understandably need to choose which emails they:-
- instantly delete and / or unsubscribe
- leave to read later (which often means never)
- read now
The 'from' address answers the question 'Is this email from someone I know and/or trust?' The subject line answers the question 'Will this email help me or interest me?'
If the recipient answers yes to both questions, there is a high probability that they will read the email sooner rather than later.
So it is important to develop a compelling subject line but be careful not to make it more compelling than the content that follows to avoid disappointment as in this example.
Today I received an email from a company with the subject line 'Your Data Order'. I hadn't made any data orders this week and didn't recognise the sender. On opening the email, the copy began 'Your data order is even more important when times are tough, you need lists that get results...' It was a prospect email from a company I didn't recognise.
I immediately felt that the subject line was deliberately misleading and was intended to imply that I had made a data order to get me to open the email. As soon as I realised this I trashed the email.
It wasn't what I would consider a smart email marketing campaign.
Examples of good subject lines include:-
- Your Monthly Web Marketing Newsletter
- Peter. Frankly I am puzzled.
- The one-day Apple Shopping Event
- xyz Buyers Guide
- MotoGP News Of The Day
- The Insiders Guide to xyz
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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