Often, when planning a communication strategy through email marketing, we think of making brilliant content, that is useful to the target audience and that sells well, but in many of these times, when analyzing the campaign, we realize that the open rate is very lower than expected .
What could have happened to the campaign that looked so good!?
When we have a very low open rate, it may be that our title (email “subject” field) was not attractive enough to catch the lead’s attention and make him click on our email to see the content that we send. Are your submissions suffering from the open rate? So here are 5 tips to improve your email titles and get above average results.
In many of the email marketing tools we have the possibility to customize the title with the lead name, if you have this information in your email database. Just use a variable that pulls the name and this can make the title much more personal, increasing the chances of opening.
Example: Hello João , look what we separated for you!
If your audience is more cool and, especially, the content is less formal, a tip is to use emojis in the email title to draw attention and enhance the text.
Emojis are widely used in social media chats and instant chat apps and are easily recognized by its users to convey a feeling of emotion or just to make a joke.
Example: Valentine's Day, love is in the air ❤
Here the strategy is to create a sense of urgency in the headline text to entice the lead to take advantage, whether it's a launch promotion, or some product or service with that discount valid for a certain period.
Example: Enjoy Saldão only until tomorrow
The chance of the lead clicking on our email increases when we use a short and accurate headline in our campaign. A big problem that goes unnoticed is when we exaggerate the words and the title ends up being cut in half when it arrives in our contact's inbox, as we have an average margin between 20 and 40 characters to use, more than that your title runs the risk of visualization being hidden.
This is bad, because we reduce the chance of attracting the click, since our message appears incomplete in the midst of so many other emails and the subject ends up not being interesting.
Example: Surprise yourself with our releases…
This last tip brings an important detail for you to be more successful in opening your emails. If your contact base is considerably large, it is possible that, in addition to using all the previous tips, segmenting leads by interest or stage in the shopping journey makes a big difference.
This means, in practice, selecting the leads that will receive your message by segment groups, where it is possible to customize the communication and have a greater return on the open rate (and clicks!) since the content is aimed at specific contacts who may be more interested in your message and thus convert much more.
Example: Your kids will love this surprise. (Targeted shipping only for those who have children)
Now that you've discovered some basic strategies to create a much more attractive email title, how about applying it to your campaigns?
An extra tip is also to use the famous A/B test, where you send the same content but with different titles to a small portion of your contact base, around 10%, and after analyzing which one had the best performance is sent to campaign for the rest of the base with the title that had the best open rate.
So, get down to business and start putting these tips into practice to improve your results in email marketing campaigns.
And if you need help creating effective digital marketing strategies that involve emails, automation flows and more, get in touch with us . It will be a joy to talk about the challenges of your company!