When it comes to email marketing, every business is after that elusive bump in open rates. Although there are many places to adjust your marketing emails to that end, one of the most important is the subject line.
What many businesses don't realize is just how much a tiny change in wording can have an impact on open rates. From terms that trigger delight and intrigue to those that set off spam filters, your word choice makes a big difference.
So what do you need to watch out for?
Price is what you pay, value is what you get, and you want to communicate the latter in your email marketing efforts. This means words like "alert," "news," and "bulletin" according to a 2013 report by Adestra.
Avoid sounding cheap or plain by cutting out words like "newsletter," "learn," and "webinar." Don't bore your reader from the first words, but do use them to get to the point as efficiently as possible.
Information Beats Sensation
Email delivery services emphasize simply describing what your message really offers recipients, rather than promising the earth and delivering dirt.
Subject lines that include "sale," "voucher," and even "new" are more likely to prompt an open than more sensational terms like "fantastic deal," "amazing," or the time-honored terror of "satisfaction guaranteed!" Honesty and a commitment to providing valuable information can combine to push your open rates up, especially in the longer term, as these qualities breed trust.
One way to have subscribers hanging on your every email is to create a great series of marketing messages that communicate related industry information across several mails.
Can the Spam
The CAN-SPAM Act of 2003 ensures that businesses can be fined for misleading email subjects, but even some innocent-looking words may see your messages fall foul of email host spam filters.
Bypass email oblivion by avoiding words like "free,""one time," "instant", and "sample." If a word strikes you as generic, or perhaps suitable for an infomercial, it's best to steer clear.
Test a change in wording for your next email marketing campaign and see which words matter most to your readers.