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).
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!
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.