{"id":30762,"date":"2015-09-11T18:03:53","date_gmt":"2015-09-11T18:03:53","guid":{"rendered":"https:\/\/brandignitybeta.com\/demo\/brandlatest\/2015\/09\/11\/3-subject-lines-that-get-your-emails-opened-every-time-well-almost\/"},"modified":"2015-09-11T18:03:53","modified_gmt":"2015-09-11T18:03:53","slug":"3-subject-lines-that-get-your-emails-opened-every-time-well-almost","status":"publish","type":"post","link":"http:\/\/brandignitybeta.com\/demo\/brandlatest\/3-subject-lines-that-get-your-emails-opened-every-time-well-almost\/","title":{"rendered":"3 Subject Lines That Get Your Emails Opened Every Time (Well, Almost)"},"content":{"rendered":"

\"Email<\/a><\/p>\n

 <\/p>\n

There are over 4 billion email accounts in the world and over 100 billion business emails are sent every day. So inboxes are already full. Emails are competing harder and harder for attention. Needless to say, the subject line is the most important part of an email.<\/p>\n

The average email open rate<\/a> is around 25%, depending on your space. And the average conversion rate<\/a> from emails is around the 1% – 5% mark, on a clickthrough of between 1.3% and 5.5%. So while it\u2019s one of the most effective channels there is, there\u2019s also a little room for improvement. And with most email campaigns numbering in thousands, generating 1% more opens and thus maybe 0.5% more conversions could mean a massive jump in absolute numbers. Around 60% of consumers say they open emails based on the subject line alone!<\/a><\/p>\n

How in the world, then, can we craft email subject lines that get opened? It might come as no surprise to you that the psychological tactics that have always worked for everything from cold calling to door-to-door sales still hold true. They just take on a new form in the world of email marketing. Here\u2019s some new wine for your old bottle.<\/p>\n

 <\/p>\n

1. The Question subject line<\/h1>\n
\n

 <\/p>\n

Zillow: ‘What can you afford?’<\/strong><\/h2>\n

 <\/p>\n

Question subject lines play on a couple of powerful human psychological drives. First, you have the fear of missing out – something so well known that it\u2019s a Twitter hashtag as an acronym. The answer to the question might be vital information. Can you afford to miss out? But there\u2019s another powerful instinct at play here. A question invites a response. And the only way to respond to an email is to open it. Question subject lines point to a broader idea: you want to stimulate curiosity, though question marks aren\u2019t the only way to do that!<\/p>\n

Closing our psych books, though, we can see that there\u2019s a pretty common sense reason why this is an effective technique. If you have even the vaguest interest in buying a new home (Zillow\u2019s offering) or making any other kind of purchase, how much you can afford is a vital question that influences every other move you make. Implying that that essential information is just a click away means your email is far more likely to be opened!<\/p>\n

 <\/p>\n

2. The Personal subject line<\/h1>\n
\n

 <\/p>\n

Ticketmaster: ‘Read your review of…’<\/strong><\/h2>\n

 <\/p>\n

From psychology, to neurology: the effect<\/a> of seeing or hearing your own name can be measured directly in the brain. And it\u2019s not just names. Any form of reference to our identities and things we\u2019ve done that we identify with can have similar effects.<\/p>\n

Dale Carnegie may have been right when he declared that a person\u2019s name<\/a> is \u201cthe sweetest sound in any language,\u201d but oddly, our names are no longer the most personal thing we can receive in an email subject line. That\u2019s because subject lines that address you by name are so effective that they\u2019re used by everyone, with the result that they\u2019re losing their effectiveness in your inbox. We\u2019re so used to seeing them that we filter them out.<\/p>\n

Reference to content that we\u2019ve created, though, is unusual and highly effective. Reviews we\u2019ve written, comments we\u2019ve made or the near-addictive alert emails from Quora that let you know someone\u2019s commented on your comment are all strong motivators to open.<\/p>\n

 <\/p>\n

3. The Urgent subject line<\/h1>\n
\n

 <\/p>\n

Mari Smith: \u2018We\u2019re going live in 3, 2, 1…\u2019<\/strong><\/h2>\n

 <\/p>\n

Urgency is one of the most effective marketing tools because it impels action. \u201cDo something\u201d doesn\u2019t just carry less urgency than \u201cdo something now,\u201d it carries less imperative \u2013 a less strong call to action. Urgency subject lines build a call to action in as the first thing you see.<\/p>\n

There are effectively two ways to create urgency. One is product scarcity: there are only a few of these things. Another is time urgency: they\u2019ll only be available for a short time. Add a deadline, a price reduction and a call to action in the subject line and you\u2019re home and dry, so a subject line like \u201cHurry! This [product you probably like] 30% off sale ends tomorrow!\u201d should look familiar to you.<\/p>\n

But again, that familiarity is probably from brief dips into your spam folder after wayward correspondence. It\u2019s too shout-y, too obvious and too likely to get picked up by the omnipresent SpamAssassin<\/a> or a similar email server spam filter, which will zero in on those exclamation marks and punish your email accordingly. (That\u2019s not to say exclamation marks shouldn\u2019t be used: those that get through spam filters are associated with a higher open rate, so just know that it\u2019s a tightrope and tiptoe accordingly.)<\/p>\n

Mari\u2019s is a great headline because it\u2019s got scarcity, urgency, humor and a cliffhanger \u2013 all in just 30 characters, meaning it\u2019s mobile-friendly as well. The live event is already scarce \u2013 there will be limited places \u2013 and already urgent because unlike most online content, you can\u2019t access it when you want. That short-circuits people\u2019s natural tendency to put things aside for later and totally forget them, which explains the state of your bookmarks folder. Then, there\u2019s the countdown. You know that they\u2019re not really counting down in seconds from when they send the email. But you still feel the urgency it\u2019s meant to create, and you\u2019re that much more likely to click through.<\/p>\n

The key to utilizing urgency effectively is timing: email automation<\/a> software such as GetResponse<\/a> that let you shoot drip (in the form of triggered, autoresponder, lifecyle or series emails) or batch emails right on time is your friend here.<\/p>\n

 <\/p>\n

Over to You<\/h1>\n
\n

 <\/p>\n

Honorable mention should go to the slightly-spammy, but ever-effective, \u201cYou won\u2019t believe what this guy did…\u201d and Thrillist\u2019s well-targeted, perfectly-timed and humorous entertainment-themed emails like \u201cLet\u2019s get fat,\u201d as well as solid perennials like the how-to and the list.<\/p>\n

 <\/p>\n

About Author:<\/strong><\/p>\n

Tracy Vides is a content strategist who likes to keep her finger on the pulse of the latest small business products, services, and apps. Tracy is also a prolific blogger in the digital marketing space. She\u2019s always up for a chat @TracyVides on Twitter.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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