It’s likely that, like us, you receive dozens of emails every day and in order to sift through our ever-growing inboxes we scan through and use the subject lines to determine whether they will be deleted straight away or whether they will be read.
When you spend a lot of time writing content for your email marketing campaigns, you want to make sure that as many people see it as possible. According to Smart Insights, with email marketing, the average open rate is 20-25%, and the average click-through rate is 3-5%. These figures might not seem too high but, for example, if you had a small mailing list of 1000 email addresses and you had a 25% open rate, that’s a total of 250 people reading your content. What’s even better is that email was directly delivered to their personal mailbox so if your email gets read, your conversion rate is going to be a lot higher – email marketing is 40 times more effective than social media marketing for conversions because is it so personal and much less distracting.
However, whilst emails are great because they can sit in someone’s inbox until they decide to open and read the email, the individual could also delete it outright – but there are ways that you can prevent this and maximise the open rate from your audience.
Use Subject Lines to Your Advantage
When an email is sitting in the inbox, 3 things will be visible: the sender’s name, the subject line, and a short line of text (which will either be a separate line at the top of the email or the first line of your copy). The subject line is the thing that will draw the eye and determine whether your email gets opened or not. Due to this, your subject lines should be compelling and eye-catching. If they are not, you will find your open rate suffering so get creative!
You can maximise your open rate by spending as long on your heading as you do your content. It may sound excessive but remember, if your subject line isn’t strong enough, no one will even click-through to open up that content that you spent hours on. A tip here would be to keep your headings short and sweet so that they can fit easily in the preview line. This will guarantee that the key point to your message will be seen and read, giving your email a higher chance of being opened.
Top tip: Write two subject lines so that you can do an email re-send later on in the week in order to try and give those who didn’t open your email the first time round a chance to open it by using a different subject line. The slight change in message could be what they need to open it the second time.