eSpire Marketing

What makes a good subject line?

Are length, brevity and personalization the keys to good subject lines? I have found that it’s not this magic combination, but the constant testing and versioning of your subject lines. Good subject lines are not simply conjured by a copywriter and often can’t be repurposed time and time again. Good subject lines are ones that are in constant state of flux and improvement.

 
The Elements of a good subject line are:
1. Clear
2. Actionable
3. Relevant
4. Short

 
If you can follow these above four items you are on the right path.
Tactics for improving email open rates with subject lines:

 
1. Timing – look at what times your subscriber base not only opens once but when they come back again. These subsequent opens will help you to chart your course.
2. When do they buy/convert or hit a goal page? By tracking web behavior and combining those metrics with email behavior, specifically opens and clicks, you will start to identify patterns which will help determine hot spots to drive the open.
3. Subject line testing. Are you testing dynamic subject lines driven by profile data or by past behavioral data? The secret is not always in using the name but using what’s important to them. What relevant brands or benefits tied to your campaign? Not shoes, but Nike. Not batteries included, but ready to use. Using specific and relevant brands you might sell, and a benefit-focused offer will give relevance and credibility, setting you apart in the inbox.

What you believe should be avoided in subject lines for best results.

 
1. Avoid being “salesy.” Always pushing your sales agenda will reduce the open rate and conversion rate.
2. Avoid ALL CAPS in subject lines. They feel like you are shouting for attention and not being respectful of your subscribers’ time.
3. Don’t be overly creative with your subject lines. Now this might sound odd, but if it is not simple, understood and gives a clear action or value then it will be passed over.

Tips:
Look at the check out line newsstand on your next visit to the grocery store. Notice all of the tabloids that are meant to be quickly scanned, understood and drive you to want to open and buy them to read more. They work.

 
Step 1: Keep it simple and informative
Step 2: Write to audience, not at the audience
Step 3: Keep the customer lifecycle in mind – think long term
Step 4: Personalize messages based on profile or behavioral data
Step 5: Insight a sense of action – Use a verb
Step 6. Test Twice, Send Once!

“And that’s how the proverbial E mail-Cookie Crumbles”

When NOT to Send:

The middle of the work day: These emails are likely to get buried in the sea of emails that accumulate during a normal workday.

Middle of the Night: Consider how many emails you have in the morning. Emails will get lost among the other marketing emails that arrive late at night or very early in the morning.

Friday: 1 out of every 5 American workers takes a full or half day off on Fridays. Market research shows that most people use their work email for personal email intake. Therefore “out of office” auto-reply bounce rates are up. Not to mention added distractions of the upcoming weekend evade individuals from campaigns.

When to Send:

• Late afternoons and evenings are successful for many e-marketers. 3 to 7 PM is recommended.
• Midmornings are also statically sound. I call this the “Brunch Blast”, because a better term does not yet exist.
• Which day of the week; is a popular question, but alas there is not a solid answer. Much of email marketing is theory based on what you can bench mark.

(It’s Important to remember that all email practices are subject to change or evolution depending on circumstances, and considering recent polls and data.)

Things to Consider

“When is the recipient of this email most likely to respond?” Think of the average schedule of your target audience – soccer moms or business executives? Both have very different schedules.

If you are promoting a large sale, send 1-3 days before the sale starts. Too much time and your customers will forget the offer. If promoting a sale the day of, make sure the sales lasts for at least 3-5 days. Occasionally a “One Day Only Sale” can be effective when the promotion or offer is super sweet (40% off or BOGO)!

Segment your list! If you have recipients in different time zones, create separate categories and schedule them to send at the appropriate times.

“And that’s how the proverbial Email-Cookie Crumbles”