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Avoiding the “Delete”

Email marketing is getting harder.  By nature, human behavior looks first to sort out the junk whether it’s email or printed mail.  We quickly delete or toss “junk mail” without opening it whether it be digital or printed.

Next we segregate the important from the somewhat interesting.  For email, the interesting may get left in the inbox unopened with good intention on returning to read as other more urgent matters go on top and distract us from good intention.  That “somewhat interesting” subject email gets lost in the clutter never to be read.

Email Subjects that Convert

In a short instance, your email subject line has to do a big job.  It must get attention and convert attention to interest and action by standing out from all the clutter flying through the reader’s inbox.

How can your email be irresistible so it gets read and further action is taken?

The best techniques for email subject lines were revealed by Marketing Experiments webinar today.  The marketing experiments they share with us digital marketing consultants and Internet experts is so valuable.  Here are a few points summarized:

1.   Is the email subject line clear?

It must take zero effort to understand and comprehend the point. .  A couple examples of good lines were:

            Does our landing page pass the test?

            Learn 3 tips that made 10,000 landing pages more successful

2. Is the email subject precise?

Instead of arbitrary meaning like “better way” or “leading method”, try one that guarantees a more factual content than opinion like using “scientific” as in this example :

            A scientific way to improve your email conversion.

3.  Is it concise?

Simply, don’t use more words than are necessary to make the point.

4.  Is it relevant, urgent and important?

Get relevant to target’s problem or desire and add a time-sensitive element so they don’t wait to click through to your message.  Keep the focus on these on the landing page too as you move them down toward action.

5.  Does the subject communicate exclusivity?

Does your subject line have an “only-factor”?  This can be done by using numbers or even a respected brand name or a trusted event/source to elevate exclusivity.

            7 Steps to make your offer irresistible

            WebMD.com top 10 super foods for heart health

            CEO seminar on leadership – bonus ends at 4pm.

6.  Is the subject credible?

Is the promise your subject makes believable or is it too gimmicky or salesy?  The tone should be appropriate.   Make sure the value to the reader is specific.

            Take the test and determine your body age.

Email subject line wisdom

The most basic take-aways in this lesson is: 

Your competition in email marketing is other email subject lines.

Avoid words without meaning.

Keep testing and measuring!

Incremental improvements at each point in your marketing machine are sure to add up to digital marketing success.  Sometimes it may take an outside eye to help you see these simple opportunities.  Reach out to us or another expert who can help you optimize your digital marketing efforts.

Improve your digital and email marketing success by taking into account these facts.

These points are taken from a recent article on research done by MailerMailer and based on 900 million email marketing messages.

Because open rates are falling over the years, you much do what you can to get the most out of your efforts.    So, keep in mind these tips as you work your next email marketing campaign.

Every situation has its exceptions.  The point is…measure and experiment with your email marketing.  Want to know more about email marketing tactics? Download our white paper and use it as a tool and apply some of the suggestions.