Your design is one that makes you want to pat yourself on the back, and your copy includes an irresistible offer followed by a killer call-to-action that you’re sure will convert readers into buyers. You proofread it for the 7th time and with great anticipation click the send button, certain you will set a new click-through rate record.
And then you wait to see the results. And wait. And wait.
But all that comes back is a trickle. What happened?
While design, body copy and a great call-to-action are all critical to email marketing success, they will never see the light of day if you don’t create an irresistible subject line that your readers feel they absolutely must open.
How can you know what are click-worthy subject lines? Here are five best practices that should get you the ROI you’re seeking:
1. Connect with personal pronouns.
In the age of social media, people want conversation with their content. Your subject line sets the tone for what readers can expect if they open your emails. You can increase your click-through rates by using personal pronouns like, “you” and “your” in your subject lines. Your readers will associate your emails with personal notes speaking to them setting it apart from the bland spam that clogs up their inboxes.
2. Ask a question.
When you ask a question in your subject line, you entice your readers to open your emails to get the answer. This strategy works best when you ask a question that you know is on the minds of the people on your lists. Making a list of your customers FAQs, and doing polling and surveys periodically can help you create a list of smart subject lines.
3. Use percentages.
People love percentages. They’re drawn to them because percentages pique their curiosity to find out what data supports the numbers.
4. Include odd numbers.
No, we’re not talking about the 3, 5, 7 kind of “odd”. Think retail strategy. Using numbers like 214 instead of rounding off to 200 catches people’s attention and increases the likelihood they will click on your email. Plus, odd numbers work best when you insert them at the start of the subject line.
5. Name your freebie.
If you’re giving away a free report, a gift card, MP3 player or other lead generation tool in your email, make sure you include the name of it in your subject line. Your readers will perceive this email as containing extra value, incentivizing them to open and read your message instead of deleting it.
Here are some fill-in-the-blank examples to help get you started.
Why You Need _____________________
Why Does _____________________?
93% of Email Marketing Campaigns _____________________
126 Reasons Why _____________________
Top 5 Secrets for _____________________ (Video Included)
For more information about how to create email marketing campaigns that convert, go to our Contact Us page, or call us at (410)-366-9479 ext. 2#.
Dina Wasmer is President of Incite Creative, a marketing and graphic design firm that provides brand-building services for small-to-middle market businesses and organizations in Maryland, DC and Virginia. For more information, log onto www.incitecreativeinc.com or contact firstname.lastname@example.org.