Wondering why your email open rate is suffering? It could be because of the subject line you’ve chosen. Whether you’re sending your regular Advant newsletter, or a special promotion you really want your clients to pay attention to, the subject line is your first (and sometimes only) chance to catch your readers’ attention.
Here are a few simple ways you can improve your subject line writing.
- Look at your previous campaign data
If you’ve sent a fair few email campaigns in the past, it’s worth looking at your analytics data or reports to see what worked and what didn’t. Try comparing at least two different campaigns with similar topics or purposes, but very different open rates. See what was different in terms of subject line length, word choice, positioning, etc.
- Make it accurate
Your subject line should accurately describe what’s in the email your readers are about to open. In other words, it’s about setting them up for what to expect. Sounds pretty basic, but it can be easy to get carried away writing something cryptic and clever. Just tell them what’s in the email, hint at what benefit they’ll gain from reading it, and you’ll be off to a great start.
- Try asking an interesting question
Asking a question, instead of making a statement, gives your email more of a conversational air. Instead of feeling ‘talked at’, your reader might feel a bit more involved.
If you’re sending an Advant newsletter, try turning one of the article headlines in to a question. For example, for a story on superannuation changes, try “Will you be affected by the latest super changes?” Or for a story on budgeting, maybe “How does your household budget compare to others?”
- Create a sense of urgency
This one is especially relevant if you’re offering a discount, new service, introduction bonus, or some other special offer. Make sure you include the time/quantity limit and the benefit to your client in your subject line. For example, “Only 7 tickets left for our retirement seminar” or “Have you got your seminar ticket? Only 24 hours left to book…”
Now you’ve got a few ways to add some spark to your email subjects, what are you waiting for? Put a few of our tips into action!