The perfect email…
Well-written, interesting subject matter, fast-loading images. It’s perfect. But for whatever reason, it doesn’t get opened. The hard work you’ve put into the email to tell your customers (or potential ones) about something important doesn’t get seen whatsoever.
Why? It’s most likely because a small, but important, step of the email writing process has gone overlooked.
And that’s the subject-line.
The small title that your recipients see before they open your email (or skip to the next). But the difficulty lies in finding a way to maximize the space you have!
Insight: 88% of users agree they are more likely to respond to an email favorably if it looks like it’s been specifically created for them.
Consistency is Key
We’re creatures of habit, and believe it or not that extends to our emails as well. Customers tend to open the same type of email they’ve opened in the past; with the same characteristics in the subject line. They do that because they know what to expect, and they know the content they’re about to receive will be satisfying.
What that translates to for the sender is knowing your customer well enough to understand and fulfill their expectations.
– Mention the topics you know they’ll find interesting.
– Bring up occurrences you know will relate to them.
– Educate them with something they’d like to know.
Insight: 47% of email recipients open email an email based on the subject line ALONE.
The Curiosity Gap
Despite the obvious text limits subject lines place on your creativity, it also presents an opportunity as well. You can create curiosity among your recipients by leaving them with just enough information to make them want to click.
Have you ever experienced the feeling of having a great movie cut off before you could finish it? Email subject lines can create the same feeling, except with emails your recipients have easy access to the satisfying ending!
Use the natural curiosity of your customer to your advantage. Ask a question, present a statistic, or make a bold claim. All it takes is a small hint to pique their interest.
P.S. A great way to know what will pique the curiosity of your customers is by having detailed lists that provide pertinent information!
Contrary to popular belief, it’s about what you say AND how you say it.
While you may have the most interesting product/service ever known, the subject line isn’t the place to give your customers a detailed explanation (save it for the body text). And on the other hand, in the effort to create an interesting string of text, never create false promises.
Subject lines should be easy to read while also getting across the topic.
Example 1: What Does It Take to Get an Email Opened in 2021?
- Straight to the point with very little fluff.
- Posing a question to the recipient to get them to think.
- So easy to read, a caveman could do it. (Great advertising campaign)
Example 2: The Complexity Behind Gaining Email Click Throughs Continues to Get More Challenging in 2021
- Do I even have to say why this is incorrect? Overcomplicated, lengthy, and no opportunity for the recipient to insert their feelings.
What Does It All Mean?
The subject-line is your friend!
It offers a lot of opportunity for differentiation from your competition, and a way to test how much you know about your customer. But taking all of the information listed above into consideration when you write EVERY email can be tough sometimes.
Don’t worry we got your back…
An easy way to test the strength of your subject line is by using a subject line tester. And since you’ve made it this far into the blog, click here to use the FREE IDS Subject Line Testing Tool!
P.S. And just in case you have trouble remembering any of the insights above, we’ve included a handy infographic to summarize our main points.