Read This, Not That!
It seems that every time I log into my Comcast email account, I have a million new emails to go through (o.k., I'm exaggerating), and I wonder, for the majority of them, how the sender even got my email address.
I'm sure there are better ways dissect emails that should be important to me, but I generally scan the sender name (and immediately delete those that I don't recognize) and then delete any email that doesn't have a subject line that is appealing. My guess is that you have a similar method to the INBOX madness.
So how do you think your customers decide which emails to read and which to delete? If we knew that, we'd have a 100% open rate for every email campaign we send. Since we don't have a crystal ball, here are some tips on crafting a Subject Line to increase open rates:
- Incorporate your Company Name or Brand: Your customer knows you which increases creditability and reinforces brand awareness
- Use Key Words that Stimulate Interest: Grabbing their attention is important, but be sure to stay away from words like FREE or REMINDER or SALE. If you don't, then you might as well dare the SPAM gods to block your email. Oh yeah, one more... please don't put exclamation marks in a subject line - this may be one of the fastest ways to get an email immediately deleted.
- Keep it Short and Targeted: A subject line should give your customer immediate insight to the value or service you're offering. And, as always, keep the email campaign relevant to the group you're targeting. If it isn't of interest, it won't get read and they'll move on to the next one...
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