One of the most frequent mistakes in an email marketing campaign is putting subjects that are not attractive and offensive to the recipient, which leads to the email being left unread and going directly to the trash. In order to avoid this and get your audience to open and read your email, in this article we give you 15 tips so you can create the biggest subjects.
Why is it important to create a good subject in email marketing?
The subject of an email sent within an email marketing campaign is key and determine the success of this. in fact, it is the first impression that the recipient of this email will receive and that determines whether its content will be interesting or notso it must be attractive and striking from the first moment.
You have to think that the entrance bands are very saturated with emails, so the subject must be good enough to stand out from everyone. In this way, the opening rate will be higher and, consequently, you will be much closer to reaching the objective that has been defined with the campaign.
15 practical tips for creating email subjects
Considering the importance of the email marketing subject lineHere are the keys to creating a successful one.
Check the subjects in the emails with the most opens
Reviewing the subject lines that have been used in emails from previous campaigns can give you clues as to how you can have a good open rate. What verb has been used, what type of words make it up, how long it is, whether or not a question mark or exclamation mark has been used, what information it contains… All this is information that allows us to know what attracts the most attention to the audience .
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The more personalized the subject, the more likely it is that the sender will click on the email. In fact, it has been found that emails that have the recipient’s number in the subject or their location have a higher open rate. In addition, the more personalized the email is, the more secure the recipient will feel towards the brand and also the more valued by it.
Avoid “no-reply” senders
Most users avoid hosting emails from unknown senders and also from those who do not accept a response. This means that you should avoid using a no reply sender, since it generates mistrust. Also, users like to communicate with a real person, not software.
Use the number of a familiar sender
Just as no-reply senders should be avoided because they generate mistrust in the recipient, using your own number creates the opposite effect. This means that the ideal is to use a number as human as possible Where is the person who is the visible image of the brand? Where is the contact with customers.
This detail can cause the opening rate to increase considerably, and users tend to trust much more in emails that come from a natural person or, at least, appear to be.
Be clear and concise
The subject must explain in a very clear and concise way what type of information that email offers. This means that each email will have its subject, as it will vary depending on the objective or the information it contains.
The most important thing is that the matter is not confusing, that it does not generate doubts or that it does not give wrong information. If the content of the email is very different from what users expect with the subject, it is possible to achieve a high open rate, but the recipients will not trust the brand again.
Clickbait is one of the most used techniques in digital marketing because it is a quick way to get the user to click. However, there is no reason to seem like a good strategy, with this term it refers to that click that is achieved by promising the user information or content that does not correspond to what he is actually offering.
So you have to Avoid putting attractive and lamatory subjects that make it known that within that email there is information or content that is different from what there really is. Although this practice can give a great open rate, it does not give good results in the long term. In fact, it is very likely that users will lose trust in the brand and end up ignoring all your emails, even unsubscribing from the newsletter.
Explain what will be found in the email.
In the subject it is important to specify what the email contains: offers, news, calendar of activities, downloadable… The same should be applied in those emails that send a response mode after a specific action by the user.
Plan the delivery time well
A good subject line is useless if the email is sent at the wrong time. Ideally, try different times and days until you find the time when the target audience is most receptive. Although depending on the information contained in the mail, the day and time may vary, especially when the content refers to something that will take place at a certain time.
Start with action verbs
The case should work as a CTA (Call to Action) and should entice the recipient to click. Ideally, then, it should contain an action verb. In addition, if this can be placed at the beginning, much better, since it has been verified that the recipients tend to pay more attention to the first words that are part of the subject. If the result is attractive and their interest is captured, they will continue reading and, very likely, will end up clicking on the email.
Apply a sense of urgency and curiosity.
Create a sense of urgency that can serve to make the receiver take a certain action immediately and without thinking too much about it. To achieve this effect, you can put an expiration date on that content, especially when it comes to offers and promotions, although it can also be used for a downloadable file.
You can send multiple emails, so that there is an acceptable amount of time between each one, in which you remember that end date. It is important not to flood the user’s inbox or the email could end up in the spam folder, so be careful with this practice.
Show numbers and dates
The numbers tend to attract quite a lot of attention, so as soon as possible become part of the matter. A discount, a date, the number of places available for an event, the number of elements that are part of a list… It is worth making use of this resource as long as the content of the email allows it.
Use questions or exclamations
Throwing a question at the reader can also be a way to get their attention., especially when you register that you are aware that there is a problem that needs to be resolved. Also, through this question, this is the indirect way that within this email you have the solution.
They can also be used exclamations to give more emphasis to the message. However, this is a resource that should be used with care, you have to use a lot as exclamations in the subject could cause the message to end up on the spam carpet.
No abuse of capital letters and punctuation marks
Capital letters and punctuation marks can also lead to an email is considered spam, so they should be used with care. Even the same recipient may think that it is spam despite the fact that the message is good.
Write an engaging preview text
Although the preview text is not considered a subject, it is recommended to take care of it as much as possible, since the is giving the user more information about the content of the mail. In fact, it’s a part of the email, so the interest in reading further may be what just pushed the recipient to click.
Depending on the content, it may be more complicated to offer a more or less decent text, but if possible, it should be determined to be attractive and arouse the interest of the reader.
Do A/B Testing
To obtain more information on the issues that arouse the greatest interest in the user, an A/B test can be carried out. This test consists of send to the same email with different subjects. In this way, from the opening rate number, you can see which one is more attractive. Once, previously, the recipients will have to be divided into several groups as different roles to avoid the same person receiving the same email several times.
Now you have the keys to create email marketing subjects. Of course, it is not necessary to apply all 15, but those that best fit the type of email.