What Subject Lines Are More Attractive?

Published: 2016-05-20

Whether conducting email marketing for domestic or foreign users, the subject line of email marketing is quite important for open rates. For enterprises that often carry out EDM marketing, it is particularly important to pay attention to subject line optimization. An excellent marketing subject can not only show enterprise characteristics, but also guide users to have the interest to further understand the email content. We have summarized the subject line optimization techniques for email marketing for your reference.

Email subject is just to inform.
A good subject tells subscribers what the email is about, while a bad subject tries to sell products through the email. Don't make the subject read like an advertisement. The more commercial the subject is, the less likely the email is to be opened.

Put yourself in the shoes of email content.
Email readers are only interested in one thing: what can the email provide for them? When writing emails, you need to think about writing content that is related to the reader's interests, not just writing content related to the enterprise's products. If you want them to spend time reading the email, you need to think about why they want to read it.

Display company name in the subject.
Many studies show that putting the company name in the sender line and subject line can increase the open rate. A research company found that adding the company name to the subject can increase the open rate from 32% to 60%, far exceeding the subject without the name.

Test before sending.
Which subject can achieve the best results? No one can be sure about this, which is why there must be a test plan. It is the most difficult to identify which subject is the best among several subjects. You may find that there is a big difference between subjects, and this difference may represent a difference in revenue.

Test all results.
Don't just use open rates to test subjects. Sometimes, emails with low open rates may have a high conversion rate. Maybe many people are not interested in the sent information, but a certain group is interested in it. This group will open, click and buy. You can segment the audience, send this product information to those who open the email, and send other information to the rest.

Don't test with fixed groups.
Having a fixed group is very expensive, and according to our experience, testing on them is not as effective as testing on representative groups. Create a record, put your previous good and bad subjects in it, record the subject, open rate, click-through rate, download rate and conversion rate, and check those data frequently.

Avoid using the same subject.
If a subject had a good effect before, it does not mean it will have a good effect now. The situation is always changing. Because emails usually stay in the subscriber's inbox for several days, using the same subject for two different emails will make them deleted faster. Using the same subject continuously may cause readers to feel fatigued.

Experiment with deadlines.
You can also use urgency or deadlines in some emails. For example, write "5 days left" in the email on Monday, and then write "only 24 hours left" in the email on Thursday. These subjects are fine, but don't get into the habit of always using deadlines. Subscribers will soon get tired of senders who always make them breathless.

Whether a marketing email can be opened depends on the company's reputation and previous email quality. The subject should include the identification of these two aspects to some extent. This identification is very important. No matter what subject is used, it usually produces the same open rate. If the recipient has had the best experience when dealing with the enterprise's emails before, they will open the email without hesitation again.