Subject lines determine whether people click of don’t, so they matter. A lot! I recently created an email campaign for one of my clients and we saw very strong open rates, which has everything to do with great subject lines and brand name recognition. For this particular campaign, we were inviting the recipients to an event. Our most effective subject line was:
You’re invited! [Company Name] [Event]
Subject Line Determines Email Open Rates
It’s pretty important to find the optimal subject lines. Who cares how brilliant your email is if no one ever sees it? Test, test and test. Try different subject lines and track open rate performance. It’s almost shocking what a difference the subject line makes!
Some good subject line formulas:
- Your Guide to [Industry-Related Topic]
- How To Get the Most Out of [Product/Service]
- 5 Tips to Extend the Life of Your [Product/Service]
Another technique that motivates readers to open emails is calling out the hot industry topics. Of course, any good marketer is creating content that address the issues that are top of mind for their prospects, so including those terms in the subject line should be automatic.
Read more on how to improve your open rates immediately with this post from Amelia Showalter, on CXL. Once you’ve figured out the formula for fabulous subject lines, you may be interested in learning more about writing wonderful emails. Check out this post “Anatomy of an Awful Email” for a guide on what not to do.
Oh, and don’t forget to optimize the emails and landing pages for mobile. With mobile device use continuing to rise, demand generation efforts need to be responsive as well. You know the numbers: According to a Google Survey, 61% of site visitors using mobile device are likely to leave a site that’s not optimized for mobile. With a third or more emails being opened on tablets and smart phones, marketers can’t afford to not optimize.