Most of us have multiple inboxes and receive more email than we care to think about. So, what is it that makes us click to open? Most likely, it’s the subject line. The subject line is the first impression, the hook—your one chance to entice people to click to view your main message.
There’s plenty of discussion between experts about what works and what doesn’t work, so you’ll have to perfect your own formula based on your audience. However, one thing is clear: Spend as much time on the subject line as the main copy.
Use the tips below to implement quick improvements:
- Size it just right. Not too long, not too short. According to email experts, six to ten words get the best open rate.
- Avoid spammy words. Free! Immediately! Rush! Hurry! This will make people act, but not in the way you’d like.
- Make it count. Catchy subject lines are good, but if they’re too far out in left field, humor gets lost and open rates drop. Keep it relevant.
- SEO: Use key words when applicable to help with search engine optimization (SEO).
- Watch your tone. Using all caps is rude. Period.
And, of course, test it. A/B testing (directly comparing results from one subject line to another) is email marketing’s dear friend that uncovers the facts—and the best route to an improved open rate.
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