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This article covers what I've learned from working with hundreds of customers on improving the results that they get from email marketing by optimising the subject line.
Whatever software you use for your email campaigns, these tips are worth reading...
I was chatting to our manager of customer accounts (the legendary 4P) just this evening(why is it that the most interesting conversations happen when you are on the way out of the office?) about what he gets asked about the most and straight away he said customers improving their email marketing subject lines. He then went on to say that I used to “jibber on” about subject lines all the time, after thanking him for the complement I wrote the following blog!
Think about it
Seriously, a well-crafted subject line is one of the simplest things to change, that can have the biggest effect on the success of your campaign. All too often it is the last thing that is thought about prior to hitting send. Think of the time you spend on creating your email marketing campaign, several iterations get batted between you and your designer, then it’s up for approval before tracking codes are added followed by a strict spam check.
Where did you consider the subject line during this?
Because if you don’t spend an equal amount of time on the subject line, it’s kind of like wearing the best underwear money can buy but then wearing a bin liner over the top. It doesn’t matter how good you look in Agent Provocateur no one will see it! So make time to consider the next four points.
1. Make it relevant
Don’t just focus on getting the best open rate possible at all costs, because that’s exactly what spammers do (tut, tut we don’t call that marketing). The whole “re: you email” or “missed your call” are likely to get people to open the email, but what does 100m people opening your email get you? Nothing unless they click through and convert. I'm sure you aren't employing these tricks to that extreme but ask yourself if people are getting what they expect when they open the email.
So focus on telling them what is in the email and match it in to the key messaging, anything else will end in disappointment for the recipient which isn’t good for anyone. I saw a great Tweet the other day, I can't remember who it was or I would credit them, but it was "A subject line should tell not sell".
I’m a big big fan of personalising emails, it separates you from everyone else and it is so simple to do. Any level of personalisation will bring a benefit so long as it is relevant.
For example when you get emails from eBay, they always contain your eBay ID, so for a start you know it is actually eBay emailing you and there is that glimmer of recognition when you scan through your inbox making you far more likely to open the email.
Well, you say, that’s great for eBay but I don’t have anything but an email address so how can I personalise?
Fear not marketing types because you have valuable insight, you know the domain they have their email address hosted on, you know when they were added to your list (we’d hope) and you know their previous activity, all this can be used.
Would you open an email whose subject line was “it’s been 36 days since you signed up, have you found what you were looking for?” I would, how about “You didn’t open our last email, would this be of more interest?”
Anything that indicates that you have had a previous dialogue with the recipient will help.
I love vanilla ice cream, but if I had it every day I would probably start wanting chocolate. There is nothing wrong with vanilla it’s just that when you have the same thing day in day out you tend to switch off.
It’s exactly the same with subject lines, when was the last time you used a new subject line? Completely new, not just [company name] news – top news story. I reckon it was some time ago that your recipients requested your emails – they asked to get them, they engaged with your brand to the level that they handed over personal information and now they are bored silly.
So take a chance try something new, get everyone in the marketing team (or office depending on the size of both) to pick a subject line then test them out on a section of your list, the best open rate gets a beer. I’ve suggested this to a number of email marketing clients, and the winner is rarely the person who usually writes subject lines.
One of the most memorable and profitable subject lines I’ve ever experienced was a client of ours who sent out an email campaign with [please enter subject line], as the subject line, which did ok – but what really stormed was the email five minutes later “oops sorry about that – need a coffee!. They got the most results from email they had ever had – and sold a few million pounds worth of Spanish property as a result.
Record, Refine, Repeat this is the top rule for any aspect of email marketing – and probably of marketing in generally. Thankfully a lot of email marketing providers have followed Pure360’s lead and testing subject lines is now a doddle, it should be as simple as entering the variants then selecting the sample size.
The big benefit here is that as you are only testing on a sample you can afford to try out some which are on the edge of what you would normally do as a brand, without fear of it costing you reputation/revenues.
So what to do next:
1. Make the time to think about what is going to get the best results
2. Ensure it is relevant
3. Personalise it, everyone likes feeling special
4. Mix it up
5. Test on a sample first
6. Get working on the click through!
I’ve found some great research on subject lines and I highly recommend you check out the Mark Brownlow's piece on Amazon subject lines, Alchemy Worx have also done some pretty in depth research into the subject.