By Alexander Kitingan
The world of email marketing has changed from what it used to be. The subject line is one of the most valuable tools for optimizing your marketing campaigns. Studies have shown email subject lines can raise conversion rates by 25-35%, and those numbers are conservative.
A subject line can entice readers to click, sometimes even if they aren’t initially interested in the offer. It is a way to begin the process of wooing them and create that conversion. Let’s dive into this topic to assess why the subject line is important in the short and long-term.
Helps Email Gain Prominence
The main advantage of a subject line is how it has to do with helping the email to stand out. In our technologically based society, in boxes are often crowded with emails, sometimes numbering into the hundreds each day. With that many emails, it is virtually impossible for a person to read each one. Instead, they often glance through subject lines, looking for whats important or what is interesting, and those are the messages that take priority. Anything else is simply sent to the trash for quick disposal. This is why there is nothing more important than having your email stand out among everything else in the recipient’s inbox.
If you put up a generalized subject line, you will get below par results. There is a science behind the email subject line, and you have to put time into getting it right. Many people split test their emails to see which one works better. This can be done by sending half of your list one subject line and the other half another option. You can then see which one converts better.
The goal is to personalize within the subject line. It really needs to feel like you have gone out of your way to message that individual, as opposed to sending out a bulk mailing to two thousand subscribers. The days of group emails are long gone where you could send out a generic option and hope for the best. Those don’t convert as well.
People have become desensitized to those subject lines and rightly so because they see them all the time. You have to stand out and that is where personalization comes into play. You can use their name or “you” in the subject line to increase the conversion rate. Names are always preferable, but make sure you re using the right name or your mailing is going to look suspicious and possibly even like spam.
Too many email subject lines are bland. To help yours to stand out, it is important to underline how important it is to open this particular email, the one right in front of the reader, right now. Ever seen those emails that pop up which immediately pop out in your account? It always has to do with the emphasis on importance.
An example would be “What are your clients saying?” when hoping to woo a business owner. Most business owners will be intrigued by such a subject line because it impacts their business. This is better than saying “best SEO service” or “best web design” because that doesn’t connect as well.
This is the importance of subject lines for email marketing. Studies have shown a simple inclusion of “You” in one’s subject line can create a 5% surge in the open rate. It can increase by 10% when you include the word “tomorrow”. Yes, it is this simple.
Every person sending out an email marketing campaign wants to improve the odds that itll be seen by as many people, as much as possible. It all begins with the email subject line. As they say, the first impression matters, and putting in a lot of time on the email only to have the subject line to let you down and land you in the discard pile is not acceptable. Pay attention to this important aspect, and get those emails read.
About the Author Alexander Kitingan is a two time Amazon Kindle best selling co-author, top seller on the Simpleology marketplace featured alongside the likes of Dr. Joe Vitale, Jeremy Gislason and Dr. James Watts. His success is due in part to his knowledge and skill in SEO and Internet Marketing. He also enjoys a successful career coaching business professionals so they, too, can achieve success.