8 tips for such a small thing as the subject line? Right! You’ll be amazed! You will be amazed at what you do wrong when writing your e-mails.
We are flooded with e-mails. How does your e-mail stand out, how is it perceived by the recipient?
If you take these tips from PR trainer Aimee Bastian to heart, you will increase the reading rate of your e-mails.
E-mails sent from an info@ address often end up in the trash. “They look like mass e-mails and nobody wants to read them,” says Bastian.
Better: Provide your shipping address with first and last names as well as the name of the company. Even then, you can have employees send you e-mails. The good thing about it is that the recipient knows immediately who sent the e-mail. For example, if the sender only has the first name, the message usually ends up in spam immediately, as many messages of this kind are sent from Russia or Asia.
The subject of an e-mail must be of interest to the recipient. If he feels personally addressed, the probability is higher that he reads the message.
Example: “Spring coat of paint: Exclusively for regular customers up to 8 April” or “We open the grilling season: Fresh ideas for your garden” – with it the receiver can begin something. “Sensational offers” however, are too general and that can mean everything.
A clear statement is thus always more effective than an unspecific offer.
A subject line should summarize the most important things while remaining short and concise. When looking at the subject line, the reader will ask himself: What do I get out of it? And you have to answer this question.
And: A subject line should not have more than 50 characters. The reason: More and more people are checking their e-mails on the move via smartphone or tablet. In the display there, the subject line is in most cases truncated after 50 characters. So everything that follows is a waste of time.
Exception: If you should need nevertheless once more than 50 indications, then the length of the subject line must be really worthwhile itself. Important dates and additions are therefore permissible if they must be read at all costs. Otherwise, the rest belongs in the text of the e-mail.
Not only because of the increasing mobile use you should always put the most important thing at the beginning of the subject line. The key words belong to the front.
Example: Do a lottery and raffle something valuable, say so too. “Porsche to win”. Then you can, for example, add: “Join in quickly until the end of April”. If you only inform people about the competition, fewer people will open the e-mail. Porsche is the keyword that appeals.
If you inform your customers in e-mails about discount campaigns or competitions, try to generate emotions. For example: “Sleep twice more until the spring sale on April 15th”. This way you reach the readers personally. Because they are transported back to their childhood, where even after sleeping twice an exciting day came. They build up tension and the message is perceived quite differently.
As a general rule, mass e-mails do less work, but they do not reach the desired destination. They are sorted out. And: all further e-mails that you send may also end up in the spam folder.
So take the trouble and segment in advance to which target group you send which message. The effort is worth it!
Example: Large customers have less time and need more facts. So write “Discount campaign for key accounts now – 20 percent by 1 May”. In the subject line, you have described exactly what is waiting for this target group.
Private customers and homeowners, on the other hand, also react to subject lines such as “We open the barbecue season – make your garden fit”.
You should also differentiate between regular customers and new customers. “Take advantage of our starter offer now and save 10 percent by the weekend” – for example. Or: “Only for regular customers: Spring coat now minus 10 percent”. The consumer would like to be addressed personally and know what he has to gain from the campaign.
Also important: Bring a variety into your e-mails. Do not use the same subject for each action, come up with something new. 7.
Those who formulate standard subject lines should quickly get used to it again. As soon as boredom arises, you have to come up with something better. Set yourself apart from the competition with your formulations – take a close look at what the other companies are doing.
You score with the reader with surprises and aha effects. Only if you formulate e-mails worth reading will people remember you.
If you have particularly unusual ideas, test them in advance with a family member or a friend. Ideas that make the recipient “think around the corner” are too complicated and miss your target.
Montage is less suitable for sending e-mails with campaign content. The middle of the week, on the other hand, is a good time: people have already arrived in the week, but are not mentally ready for the next weekend. And it’s also good value: the mail is sent between 11 a.m. and 12 p.m., then the mails arrive fresh in the inbox and aren’t already there half the night – between 100 others.
For discount campaigns that appeal primarily to private customers, you can also send the digital mail on weekends. Then customers will take more time for your offer. To know more about email marketing tips and want to create an emailer design, avail our emailer design services by contacting us here.