Want Your Guests To Read Your Emails? Improve Your Subject Lines.
There’s a lot that depends on the 50 or so characters that land in consumers’ inboxes every day. While subject lines may seem like a small part of your message, they are the very first connection you make with your email recipients. At HMA, the inter-workings of email marketing (from making them beautiful to ensuring they are responsive) is our bread & butter. These are our tips for making our clients’ e-campaigns go from scanned over, to clicked on.
First, the basics. Make sure to dot your i’s and cross your t’s with these golden rules of successful email subject lines.
- Keep it Brief. Fewer than 50 characters.
- Don’t Get Too Fancy. Avoid using too many special characters or using all CAPS- this will cause your spam score to rise. Try to find a nice balance, you don’t have to avoid symbols completely, but it’s important they fit into the context of the email.
- Do Use Icons, but Check Your Work. Icons are great, but make sure you are aware of how they render across different email programs.
- A/B Test Your Subject Lines. Utilize A/B testing to test different subject lines and determine which one triggers the most engagement. Then, put this information to work for you by sending the email with the most effective subject line to the remainder of your list.
A successful email marketing subject line can be effective AND creative. Here are a few tried and true creative tips for making your emails stand out.
- Write for your Audience. If you segment your email targeting, writing effective subject lines becomes even easier. If you are sending an offer to a list of high income individuals, use words like luxury or exclusive. When targeting value- seekers, inserting the promotion or the discount directly in the subject line may incentivize your audience to click through.
- Write for your Content. Learn when the email content lends itself to a direct subject line and when a more playful approach is better suited. If the content of the email itself is about an event, an F&B promo or a seasonal promotion- use a creative, witty subject line that plays into what is being promoted. Can you relate it to a trending topic? Even better. If users see crossover between their social media and their email inbox, the chance of engagement is more likely.
- Use a CTA. Your CTA doesn’t need to be limited to “Book Today” or “Offer Ends Soon.” Use your call to action to remind your audience where you are located or who you are. Leverage what is unique about your destination! Travel emails generally have high open rate, so use this to your advantage by mentioning your destination.
Don’t get in the habit of treating your subject lines as afterthoughts. They make or break the chance of your email being opened. Learn from previous subject lines that have performed well, triple check them for clarity and don’t be afraid to get creative!