How to improve email marketing subject lines?

  • email marketing subject lines

Email marketing subject lines are crucial to high-performance email marketing. Learn how to craft better subject lines.

A successful email marketing campaign starts with a subject line that grabs the attention of your subscribers. And subsequently, lead the subscriber to engage with your email.

When it comes to email few would argue with that the subject is, one of the most important parts of an email marketing campaign or email newsletter. (sender name is another very important part).

> Get a free copy of Dela Quist’s paper “The Art of Subject Line Testing” <

Why subject lines are important

Average open rates are between 15% and 25% range depending on the industry. So for the 75% to 85% of recipients who do not open any given email they receive, the Subject line IS the email.

Everyone with an email address is exposed to myriads of subject lines on a daily basis.

According to the latest research by the Radicati Group, an astounding 3.7 billion people have an email address. This year 269 billion emails will be sent to – and by, those people. Globally, each address gets an average of 72.5 emails every day.

That’s a LOT of subject lines! No wonder “How do I improve my Subject lines?” is the No.1 FAQ of all time.

The answer is deceptively simple.  TEST!

 The EDDM Awards is the only EMEA-wide award for email marketing and marketing automation. See how you can win

How to optimize your email marketing subject lines

Some people believe in formulas for writing high-performance subject lines. These folks believe that using tactics which appeals to the recipients’ self-interest, curiosity or humanity will work best. Others believe that subject lines containing a message communicating urgency or scarcity, an offer, a story or social proof will turn out to be high-performing subject lines.

As Dela Quist points out in his excellent white paper, there really is no way of knowing which subject line performs best – unless you test regularly. And properly.

To help you understand the impact of testing Dela Quist shares data taken from Touchstone (a virtual test platform for subject lines). This paper is interesting and will help you create better email marketing subject lines – consistently.

> Get the white paper from Dela Quist and Touchstone here
> Did you know that EDDM Awards include a category for Best Crafted Subject Line? Check it out

2018-01-14T09:30:56+00:00

About the Author:

Michael Leander is an award winning international speaker, trainer, consultant and board member. He speaks about topics related to marketing automation, email marketing, social media marketing, digital marketing, direct marketing, CRM and loyalty marketing. A consistently highly rated keynote speaker, marketing workshop trainer and panelist, he has shared his knowledge in more than 40 countries. Practicing what he preaches, Michael Leander also shares his knowledge and ideas on his blog and in all of the most popular social channels. Michael Leander hails from the Kingdom of Denmark.