Check My Headline - See How This Works!
Recent studies show that 33% of email recipients open them based on subject line alone. And, since everyone is inundated daily by tons of emails, catching folk’s attention and getting them to stop and read your email … is your objective.
So how do you write email subject lines that cut through the noise? Creating headlines that work takes knowing how to construct it. One researcher in this field has cracked the code for writing the perfect subject line. After hundreds of subject line tests, he filtered proven data to the following five tips that will greatly improve your subject lines and increase your open rates.
1. Important Words First
What makes your email more important than all the others in their inbox? Just get to the point! Simply changing the leading structure of the headline text with the important keywords can increase open rates by 10-20%. As an example, a recent email headline from Chase to their Sapphire Preferred cardholders said: “Earn 10K bonus points – Invite a Friend”. Rather than asking recipient to do something first, Chase front-loaded the subject line with the benefit the reader will receive. Boom.
2. Ask a Question
Since people love to talk about themselves and their interests, asking your addressee a question right away piques their curiosity. And, as a result, they’re likely to respond positively by opening more of your emails. One email from a fitness instructor phrases her subject line as a question to engage her recipients: “Need Motivation to Work out? Watch This” The call to action is right there in the headline!
3. Numbers Often Help
Numbers are easy to read, help us make sense of complex concepts, and set up the expectation (e.g. 5 Things Your Subject Lines Are Missing). Godiva used numbers to do both in this headline idea: “2 DAYS LEFT: Up to 40% Off Flash Sale”
4. Personal Names Work
People really like to see their own names or pronouns - “you” or “your” - for a more a personalized touch. A study by Experian finds that using emails with a personalized subject line is 26% more likely to be opened (depending on industry.) Oddly, 70% of companies do not personalize emails. One SiriusXM recent email about MY free trial ... by adding the recipient’s name to the subject line. Clearly SiriusXM sees them as a person and are truly interested in them. “Michael, Your SiniusXM Trial Just Got More Awesome!”
5. Rhymes, Alliteration, & Puns Now and Then
Writing a subject line that rolls off the tongue, will get a higher open rate. While it’s not easy to come up with these crafty word plays very often, when you do, they work. Here are two very good examples: “Social Music Marketing: Bands, Brands and Fans” and “An Unusual Arsenal: Tech Tools to Topple a Tyrant.”
Writing appealing email headlines takes practice. You can stop writing clunky or boring email subject lines. Writing them shorter and sweeter works better, so why not take the time to practice. Write several, send them out and watch the responses.
Have some fun. Check My Headline - See How This Works!
The More Concrete Your Research - The More Sensible Your Plan Is
Homework Makes You Smarter … Well, Dah! Knowledge gained from research offers stability and provides objectivity to any plan. So, the more concrete your research … the more sensible that plan becomes since it gains strength as your wisdom improves. You get there by using the following tactics:
- Product or Service: Learn what makes your product/service different, better and more desirable. Find ways to improve and add value to it.
- Benefits: Research the benefits offered by the product should be reflected in your marketing plan.
- Market: Plans occur in conjunction to an entire marketplace, so be wise and become expert in your market before starting your planning.
- Industry: Viewing your industry as a whole helps you see both vulnerabilities and opportunities by highlighting both learned successes and failures.
- Competition: Realistic marketing plans are created according to dreams adjusted to proven competitive dynamics.
- Customers: Your customers and your competitors’ customers provide a rich source of data so figure them out and pay attention to them.
- Prospects: Marketing plans specify who your prospects are since your research identified and included them in the plan creation.
- Media: Identify the best ways to reach your target prospects and incorporate what you've learned about the media in your marketing plan.
- Internet: Vast information is available on the Internet so dig into your niche for sound marketing intelligence before writing your plan.
- Technology: Utilize all of the technology available to disperse your effective marketing programs.
Now summarize your results; they should point you in the right direction with more than enough momentum to hit your targets.
HQZ Experts can assist you in researching and writing your next marketing plan.