Over half of the world’s population uses email in 2019, and this number is expected to exponentially grow to around 4.3 billion by 2023, making the scope of garnering sales through email marketing a high plausibility. A very impressive number indeed!
Emails are one of the most popular ways in which digital marketers convert leads. These emails are sent to potential or recurring customers, getting them to open and browse through in the hope that they convert into a purchase. Emailers come in different forms, based on what outcome the marketer is looking for, such as:
Newsletters are generally the most popular mode of communication, with close to 83% of companies sending them out. Companies and brands spend a lot on designing these newsletters right down to the smallest detail because if done right, they can bring a sizeable chunk of revenue for them. Certain companies have entire divisions dedicated to emailer marketing because of the success it has bought them.
One aspect that needs to be kept in mind while sending emailers is that the subject line plays a significant role in deciding its fate. Subject lines are the first things your customers notice when they receive a mail in their inbox. They also condense the message of your emailers in a most quirky and fun way to push readers to open the email and go through its content.
In one sentence – subject lines can make or break your email.
Still skeptical? Here are a few statistics that will restore your faith on subject lines:
While the average person receives around 121 e-mailers a day, the likelihood of them opening your email hinges on whether or not it catches their attention. This is where the importance of subject lines becomes crucial for getting the attention of the user.
So, while we are still on this “subject”, you must understand on how well you can market your product and get your potential customers to click on the message and redirect them towards your website. Let’s find out!
Now that you’re familiar with the concept that in the email world - Subject Line is King; let’s understand the essential components that are required for a compelling subject line, fit for your audience.
Relevant Email Lists — to make your subject lines work, you need to ensure that the company itself has a good product or service line which can be advertised. Once that is in place, it’s all about finding the right pieces of the puzzle and putting them together.
The first step to writing a great subject line, even before getting into the content, is finding the right emailer list. A good emailer list ensures that the content you’ve worked hard on only finds the right audience members.
By finding the right audience, you’re effectively eliminating those who are less unlikely to open your email. Also, certain email aggregators allow you to segregate your list based on different parameters such as returning customers, first-time visitors, category-specific shoppers and more, enabling you to hyper-target your emails to those who are more likely to open them and purchase.
Emailer Copy — the content of an email is the second most crucial aspect of your strategy because poor content can put all your efforts to waste. One essential thing to keep in mind is to make sure that your copy is in sync with the overall branding of your company. Consistent messaging means that customers will not just transact, but look forward to your e-mailers in their inboxes.
Once your customers click on an email, the content is what should entice them to move forward and make a purchase or not. If your email content is not up to the mark, then your email marketing becomes futile. More often, this situation also leads to your target audience marking your emails as spam, signalling the death knell to your emailer strategy.
On the bright side, e-mails with great content not only please a customer from an aesthetic point of view (good design + excellent text) but can also nudge them closer to purchasing your products/services. By using the different trigger points as mentioned in the first point (new customer, returning customer etc.), you can catch influence your target group at a time when they are more likely to purchase from your company.
Well-designed Subject Lines — subject lines are the primary reason that people end up clicking on emailers, so they need to be tactical in addition to catchy. By tactical, we mean ingraining few psychological principles to get customers to click them. A few tricks include:
Getting the right subject lines for your emails is essential and is also a recurring process. You can’t get it right in one go, but constant practice will help you find the right subject lines to get people to click on the same.
To make this easier for you, we have curated a few examples of excellent subject line motives and options which can push customers to click:
Humorous Subject Lines — humour is always a great way to lighten the mood and get people to click because they are genuinely impressed:
Social Proof — one of the most popular ways to validate your customers is to tell them that the others are doing the same stuff. Here’s how:
Sales Oriented — having sales numbers on your e-mailers make it the best way to get people to click and even lead to purchases. Here are some popular subject lines:
Personalized E-mails — personalized emails add that personal touch to intrigue customers to click and transact with your brand. Here are a few brands subject lines which worked successfully:
Thus, finding the right subject line can make such a big difference to your email campaign. If you’re looking to start with your strategy, here are a few email marketing solutions which can help you begin.
You can easily track the success of your subject lines by measuring your open rate. Use a reliable email tracker that integrates with your email client to get started with this right away.
We hope that this new finding will help you sky-rocket your email marketing sales in a significant way! Let us know which subject-line worked for you the best in the comments below.
There’s always a risk, but plenty of reward if you’re sending out the right emails to your Millennial audience.
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