When you initiate an email marketing campaign, how much thought do you really put into the subject line? If you are anything like the average person, you probably focus a lot more on the content of the email than you do on the subject line. Which is probably a good thing, because there’s no point in creating an amazing subject line if the content is not worth reading. However, an excellent subject line is a quick and [somewhat] easy way to improve engagement, conversions, and ultimately the success of your email marketing campaigns. Here are a couple of simple ways your subject lines can go from meh to must open.
Urgency is effective
If you are initiating a one or two day only sale, make sure that your email subscribers know that the sale will only be going for a short period of time. You might think “Dress and Accessory SALE” is a compelling title, but “Dress and Accessory Sale TODAY ONLY” is a lot more compelling.
Identify your customer’s needs
Okay, so this one may seem obvious, but you would be surprised how often the focus is what you want to say to your customers as opposed to what your customers actually need. Do some research to find out what it is that your customers or potential customers need the most, and fill that gap. If one need does not apply to all, create two or three emails with different subjects, and send them to the appropriate audience. You can even use this multiple subject line technique to learn more about what subjects resonate most with your customer base.
Tell a story
People are relational, and marketing is basically all about learning to tell a story. If your subject line seems boring, it probably will not be a hit. Use human interest, curiosity, or even an offer to catch the interest of your readers. However, please be warned, we do not condone any gimmicky or below the belt techniques to get people to open an email. Be creative with your storytelling, but be real.
Keep it simple
You want to give customers an idea of what the email is all about, but you don’t want to give everything away in the subject line. Keep your subject line on point, easy to understand, and leave the reader wanting more!
Still need help with creating your next subject line? Here at Eliasson Marketing, we are marketing experts. When it comes to content, we know what works and what doesn’t, and we are happy to walk you through your specific email and content marketing needs. Contact us for details!