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Posts Tagged ‘subject line’

Time to Move On: Three email marketing habits your customers are sick of seeing

July 19th, 2017
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Habits are strong, and the biggest part of their hold over us is that we don’t often recognize them. Sometimes, our worst habits need to be pointed out in order for us to summon up the will to actually change them.

Email marketers have a lot of these small habits that have built up over the years. We use so-called “best practices” so often that we run them into the ground, forgetting to actually test to see if these habits are helpful or harmful.

Read below to see if these three habits are ones that you need to break.

Habit #1. Tricky subject lines

Every marketer is looking for that new hook that is going to catch a subscriber’s attention the second before your carefully crafted email is tossed into the trash.

That can get old for subscribers though. When you’re constantly changing up your subject-line strategy to find that hook, what you usually end up losing is clarity.

There’s something to be said for people knowing what they’re going to get when they open up your email. I’ve fallen prey to my fair share of tricky or “clever” subject lines, and when I realize what has happened, I feel … well, tricked.

For example, once I got onto the list for an online wine club, which was essentially a millennial twist on a wine-of-the-month club.

I never actually signed up or ordered anything, but about once every two weeks, I would get an email letting me know I had some kind of free something-or-other waiting for me; I’ve unlocked some fantastic new deal.

It always came “directly” from a person (we’re all email marketing friends here; we know that the chances that person actually, totally wrote that email are at best 50/50 — it’s a friendly trick to make you forget it’s a company) and their name would rotate between about three different senders.

The subject lines were always wildly different, and clearly they were experimenting to see what would finally grab my latent attention.

That’s fine. And actually, it’s not a bad tactic to test and see what works on unmotivated subscribers, especially if, like this company, you’re sending an email about the same thing over and over again.

Then one day, I got this email in my inbox — it grabbed my attention, and without thinking, I actually clicked.

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Email Marketing: The 5 goals of a successful program

January 8th, 2013

Email Marketing: Factors that influence open rate

December 14th, 2012
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Most email marketing campaigns (but not all) focus on three goals:

  • Getting the recipient to open the email
  • Taking the next step by following the call-to-action in the email
  • Clicking through to the final destination, which is often a specific landing page on the website with an action to be taken, such as filling out a registration form

The key performance indicators for email marketing are often open rate and clickthrough rate, and then that final conversion on the website, which can take a number of different forms. A consumer marketing email effort might seek out an immediate purchase, where as a B2B campaign might look for additional information on the email subscriber to more fully populate a database record.

Of course, the key to any email marketing program is getting the recipient to take that first action – opening the email. Without an open, there can be no clickthrough and certainly no final conversion on the website.

With that in mind, improving email open rates should be a priority for email marketers. Based on tweets as a very loose metric, MarketingSherpa Blog posts like “Infographic: Email open rates by time of day,” published at the end of October, and “Email Personalization: 137% increase in open rate from personal note approach,” from a couple of weeks ago, show email open rate is a popular topic with our audience.

To offer our blog readers more on email open rates, I had the chance to speak with Justin Gray, CEO of LeadMD and Software Advice Advisory Board MemberRead more…

Case Study: Creativity vs. clarity in email subject lines

September 4th, 2012
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Editor’s Note: One of the prizes of winning the MarketingSherpa Reader’s Choice Awards is the chance for a guest post here on the MarketingSherpa blog. Today’s post is by Amanda Gagnon of the AWeber Communications blog, chosen as best email marketing blog … by you.

 

It’s critical for any marketing email to be labeled with an appealing, even gripping, subject line. Since the subject line acts as the email’s introduction, if it deflects attention, the rest of the message never gets seen.

The question is, what do consumers find appealing? What grips them?

The AWeber team investigated results from recent email broadcasts promoting posts on our blog to find out.

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Email Research: The 5 best email variables to test

November 29th, 2011
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You test subject lines. I know you do. Nearly every email marketer I ask tests subject lines. You can’t imagine the number of times I’ve heard: “Yes, we test our emails. We test the subject lines every week.”

The fact is the subject line is only a tiny fraction of what you can test. It reaps only a tiny fraction of what you can achieve. There is so much more. Let’s look at the five most effective variables you can test in email campaigns, pulled from a chart in our brand-spankin’-new 2012 Email Marketing Benchmark Report.

 

Click to enlarge

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