How do you weigh the success rate of your email marketing campaigns?
The chances are that you measure it by the email open rate, click-through rate, unsubscribe rate, and bounce rate among others.
Analyzing the right metrics for your marketing campaign is extremely essential, especially considering that email marketing accounts for a 3800% increase in ROI, i.e., $38 for every $1 invested.
However, even among these matrics mentioned above, the email open rate assumes a n even exalted position than the other. After all, for email marketing to work, your prospects need to open your mail.
Every additional open means more potential sales and revenue, and even a tiny increase in your open rates can make a huge difference for your business. This is why every unopened email is a huge opportunity lost in achieving revenue.
Poor open rates have plagued digital marketers since time immemorial. In fact, a CampaignMonitor survey revealed that the open rate, on average, across industries stood at a meager 17.92%.
This brings us face to face with a stark reality; that more than 82% of people don’t open your emails.
While that may seem like a stumper to work your way around, there’s a simple solution to the problem.
Good email subject lines.
“Well, I could think of that too…” you might be thinking, and fairly so.
But this is the point we wanted to really hammer home. That being the subject lines of your emails can either make or break your email campaigns.
According to data by Invesp, as many as 47% of recipients click on an email based on the subject line. At the same time, 69% of subscribers judge an email to be spam based on, you guessed it, the subject line.
And this brings us to the most pressing part. Crafting good email subject lines.
The simplest and most remunerative way to compose good subject lines for a higher email open rate is to capitalize on natural human principles and psychological tendencies.
Just put yourself in the shoes of your customers and ask yourself which subject lines you would be titillated by, and voila, you are a step closer to achieving that mammoth ROI.
In this post, we’ll take a look at a few email subject lines broken down into none overarching sections categorized on the basis of the customer’s position in the journey, their perception of your brand, and their general state of mind. In doing so, we’ll also see how they entice your readers and why they should be used.
A psychological trick that is impossible to ignore is the fear of missing out on something (or FOMO, as millennials call it). Capitalizing on FOMO has real benefits, as 60% of millennial customers would attest to it by claiming that they make reactive purchases after experiencing it, sometimes within as soon as 24 hours.
You can use FOMO to your benefit by feeding on the fear of subscribers through creating urgency or an element of scarcity in your subject lines. Words that bring limited availability and time sensitivity to the mind, such as “expiring,” “urgent,” “limited,” among others, should do the trick.
Let’s learn from the following examples:
Personalization is the email marketing tactic of today. In fact, by just personalizing your email subject line, you can boost your average open rate by 7.4% and achieve six times higher transaction rates.
Personalize your subject lines by including the name of your subscribers in your subject lines. You can also use colloquial language (if your subscriber base uses it), offer location-specific deals, and capitalize on interest targeting to make your subject lines more personal. Let’s take a look:
Composing subject lines that are open-ended can invoke intrigue and prompt your subscribers to engage with you. Brands that utilize interactive content to this end have seen 70% higher conversion rates.
In order to induce an element of curiosity in your email subject lines, offer them tantalizing deals, ask captivating questions, and even tell them what (not) to do. For example:
If your subject line can amuse your subscribers, you can rest assured that they will open it.
As the process for telling good jokes goes, begin by knowing your audience first. Segment your subscriber list and augment your open rate by using subject lines laced with humor, such as:
Appealing to your subscriber’s vanity can always hold you in good stead. After all, everyone has a bit of it, and supplanting it can make you stand apart from the rest. Let’s take a look at how to boost your subscribers’ ego to your benefit:
Providing incentives through emails can inordinately improve your open rates, as seen in a survey where 80% of respondents claimed that they would purchase from a new brand were they to receive an offer or a discount code.
Use incentives to your benefit by highlighting the benefits your email holds to your subscribers. Let them know what opening the email holds for them and see your open rates increase:
Retargeting emails have one purpose; to nudge subscribers to complete an action that they were meant to take but stopped midway.
If you can capitalize on this segment of users, you can 30 percent conversion rate, you can push conversion rates up by as much as 30%, on average. In order to do so, craft subject lines that revolve around better offers, overcoming rejections, or even bringing a sweeter deal to their notice.
We have just established how tough it can be to pass up great deals. That’s why leveraging greed as a motivating factor can work really well for your open rates.
Given below are a few great subject line ideas for using “greed” as a hook:
If you have a good grip on your ideal buyer persona, you can compose your subject lines around their pain points. Using pain points in your subject lines will serve two purposes: invoke the reader’s curiosity and gain their trust (after they open the email) by solving their problem for them.
While these subject lines aren’t exactly as creative as the others in the above categories, they are nonetheless very remunerative.
The trick to making these subject lines work, though, is to provide good content consistently. Only then can you bank upon them to deliver the open rates you desire.
When you do this, you’ll create a space in the reader’s subconscious, and they will always feel tempted to open your emails. In fact, following this tactic has led these ‘bland’ subject lines to attain unreal interest rates, sometimes ranging between 60-87%. Let’s take a look at them here:
Irrespective of which of the aforementioned tactics you use, ensure that your subject line is optimized for mobile.
Of course, it’s not a given that any of these random subject lines will work for you. It depends entirely on what you are selling and when. In any case, use these subject lines as a reference point and keep trying variations within email subject lines that have proven successful for you over and over again.
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