How To Create The Perfect Subject Line

How do you create the perfect subject line?

How do you create the perfect subject line?

When it comes to increasing the open rate of your emails, there is one area that is often forgotten about: the subject line. The subject line is often the first impression you will make with your audience and can therefore make a huge impact on whether your email campaign is successful or not.

So what makes a great subject line and how can you use this within your own campaigns?

1. Directly Speaking To The Audience

If there is one element that is constantly missed it is the mail merge function in email marketing software. You have the ability to address each audience member by name in every email in the subject line. This is perfect for email marketing because it personalises each message going out and ensures you grab the audience’s attention, by making it seem the message was written just for them.

If you want an even better open rate and are a local business, try including a town name or region. Research has shown that this can increase the open rate of emails even better than a name.

2. Change The Subject Line

If you use the same subject line every week or message, then you aren’t going to grab the attention of your audience. They will think it is the same or similar message and therefore switch off from your brand.

One example of this is with People Per Hour. They used to use one message that was broadcasted every single day. Then they adopted a different message to be broadcasted every day and it helped their business triple in size.

3. Promise Something Valuable

Your audience’s time is valuable. Therefore, don’t assume that they will just want to read what you’ve written; you’ve got to offer them something for their time in reading your piece, for example a free offer, a valuable secret (always a winner) or something else you think people will appreciate.

However, you must live up to your promises. Not keeping your word can damage your reputation and harm the success of future campaigns.

4. Avoid Overused And Spammy Words

Most people know that you should avoid words like ‘free’ and ‘voucher’ in email subject lines. These tend to trigger spam filters and messages won’t even be received let alone opened and read. However, you should also avoid other words that are associated with sales and spam such as:

  • Help
  • Percent off
  • Reminder
  • Offer

While some of these might not trigger a spam filter, readers are likely to ignore emails with these words in the subject line.

5. Shorter The Better

We’ve already stated that people are short of time and you’ve got to respect this. This is why you have to keep email copy short for better returns. The same applies with your subject line; try to keep it below 50 characters for the best results. If this can’t be managed, just ensure that it is as short as possible.

6. Ask A Question

Want to know what really works as an email subject line? A question. Even asking a question such as ‘Do you know the best email subject lines?’ and then discussing them, is likely to get a better response than: ‘Here are the best email subject lines’.

Conclusion

Your email subject lines need to be optimised if you are looking to get the best results from your email marketing campaigns. Many of the best practices are easy to implement and don’t cost money. Just carefully choose your subject line to succeed.

What was your last email marketing subject line? Have you got any more tips for our audience?

Let us know in the comments below.

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Should You Buy An Email List?

Should your business be using its wallet to buy an email list?

Should your business be using its wallet to buy an email list?

A large database of contacts is always going to be good for selling; the more people on your list, the more sales you will achieve. This is why many people attempt to acquire more contacts by buying an email list.

Email lists can contain thousands of names and, on the face of it, it seems as though your business could grow substantially from one. However, growing your mailing list by buying contacts can have significant consequences for your business and digital marketing campaigns.

What are the negatives about buying an email list and the implications for your business?

1. It Violates The Law

Many laws across the world state that a contact must give permission to an organisation, to use their contact details in marketing. This applies to corporate contacts as well as consumer contacts. In the US, the Double Opt-In law further elaborates on this by stating that a contact must confirm their subscription after they have given their first indication.

When you don’t follow these laws there are significant repercussions. In the UK, you can be fined thousands of pounds for sending marketing messages via email without the users permission. In the US, there are similar consequences.

2. It Produces Poorer Results

Email marketing is only effective because it is permissible, in other words, the consumer has given permission to receive the marketing messages. Consumers often sign up to a mailing list in order to receive news about promotions and discounts. The important issue is that when you have a contact’s permission, they are expecting your messages.

When you have bought their details, they won’t be expecting your messages and that this can put you on the back foot. Often, bought email lists have poor open rates (as low as 1%), while the rates of those with organically grown lists can be extremely high and often not lower than 15%.

3. It Can Get Your Mail Server Banned

Another problem with bought email lists is that you can’t guarantee if the contacts are genuine. If you have contacts on the list that don’t exist or their email address has expired, then this could return a hard bounce. A hard bounce will be recorded against your mail server. Too many of these will limit your ability to send messages and your mailing campaigns will be less effective.

At the same time, even if you have genuine contacts on your database, there is a chance they will report your business and emails as a spamming organisation to their mail client server. This will get you a bad reputation and eventually you will be banned from sending messages. This can be expensive to repair and will forever damage your chances of making a sale later on with that customer.

4. It Costs Money For Not A Lot Of Response

Email lists aren’t given for free. They cost dozens or hundreds of dollars to just acquire them. Then when you send the message you are expending more money to do so and the chances are that you will not receive much interaction or response.

Spending money without any return is not good business practice. Especially if you then have to pay money to repair your business’ reputation, or to set up a new mailing client for your business. Furthermore, you have the possibility of having to pay a fine for buying the list.

Conclusion

Buying an email list is a bad idea for your business. Not only can it ruin your business’ reputation and therefore your chance of selling to potential customers, it can also cost you significant amounts of money in fines and repairing your reputation. The only real way to gain new contacts is to organically grow them.

How do you generate new contacts on your list? Have you ever bought a list?

Let us know in the comments below.

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How To Make Your Emails “Faster”

download-105512_1280Email marketing is only effective when the person receiving the message can download it to their mail reading program quickly. In an age where mobile is becoming the trending device to check emails on, the race is on to make emails faster.

There are numerous ways to increase the speed of your email messages; many of them don’t require any code and also allow messages to be read more easily on mobile devices. In an age when more emails are being read first on a mobile device compared to a desktop, this is very important.

So what are these techniques for faster emails?

1. Minimise HTML

When you are creating an email marketing message you are likely using HTML to create a stunning look. While this may create an attractive email, there are also problems with it. Every line of HTML is another line of code and chunk of memory that the receiver has to download to read your message. The more complex your code or the longer the HTML gets, the greater the memory the message will consume.

Minimising your HTML code is not difficult and there are plenty of programs out there that can help you minimise it. Alternatively, use an email marketing software system to reduce your HTML as they always have the best templates on their systems.

2. Images

Images are a major factor when it comes down to download speed. There are several aspects with images on emails that can be addressed to decrease the speed it takes to download your message.

a) Number Of Images

The more images you have on an email message the greater the memory usage. If the images are close to the top of the email copy, then these will be downloaded before the message and your audience may get bored and click off.

Also a high number of images can indicate spam and this can mean your email message is blocked from the server in the first place.

b) Size Of Images

The size of your image is of vital importance. Larger images take up loads of memory and hence longer to download and some mail clients can’t read email messages if the image is too big. The best practice is to have an image that is no bigger than 600 pixels wide, however, sometimes it is best to minimise that to just 300.

Check with your mail client whether they can do it in the program, otherwise you might have to reduce it using Paint.net or Microsoft paint.

c) Quality Of Images

Shutterstock and other stock image sites like to provide pictures and artwork of high resolution which generally take up a lot of memory. The problem is that most of your potential clients won’t have the patience to download your high quality image just to see what you’ve written at the bottom of your email.

Instead, look at lowering the quality of your image. This can be done significantly without any determinable loss to the appearance of the image.

3. Limit Content

Email marketing messages that are too long will take up a significant amount of memory. They will also be read less. Try to aim for a maximum length of between 150 and 250 words. Your main aim is to get them to your website, so have your email as an introduction rather than the entire page.

Conclusion

The speed at which your email downloads in the receiver’s mail box is vitally important. If your messages aren’t downloaded quickly, it is likely that your messages will be deleted without being read. By using the above options, you can reduce the memory taken up in the delivery of your messages to your audience’s inbox.

How fast are your emails? How big are your email messages?

Let us know in the comments.

Take Action:

  • Reduce the image size on your emails.
  • Minimise the HTML in your emails.

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Why Mobile-Friendly Emails Are More Important Than Ever

smartphone-579549_1280The email marketing landscape is forever changing. As such, you need to be changing your tactics with the times and ensure your emails are designed with the latest best practices in mind. One of the most important best practices is mobile friendly email designs.

This isn’t a new concept. For years now users have been able to read their emails online and it has helped to cement the importance of email marketing as an effective sales channel. By being able to reach customers at any time because they can access messages while out and about, the effectiveness of campaigns has grown. It has also allowed businesses to use tactics such as hurrying orders where retailers only have offers available for an hour or two before they go. Before mobile email, the majority of consumers would miss these offers.

So businesses have to consider mobile friendly emails if they want to be successful.

Growing Audience

When emails first became enabled on mobiles the uptake was poor. The devices were simply not powerful enough to connect to the internet and the cost for downloading emails was very expensive. However, technology has advanced recently to the point where reading an email on a mobile device is just as easy as reading an email on a desktop. This is why more people are now reading their emails first on their mobile devices.

The number of mobile devices has also expanded. Previously there were just a few devices that were compatible, now there is everything from Blackburry, iPhone and tablets that are able to connect to the internet and read emails. As more technology, like the new wrist devices, become mainstream, there will be even more options for consumers to read their emails.

Customers Like Mobile Friendly Emails

Research has shown that those who view emails on their mobile devices are very fussy. They like to have emails that are easy to read on the devices. If they aren’t mobile friendly, often they will just delete the email and not even give it a second chance on a desktop later.

At the same time, if you do optimise your emails for mobile devices the uptake of your message will be greater across all devices. Emails optimised for mobile devices tend to be simpler and require less memory. This allows them to be downloaded faster. It also focuses you on developing a strong message that doesn’t rely on a flashy image.

So How Can You Create A Mobile Optimised Email?

There are several elements to consider when creating a mobile friendly email. Here is our quick checklist for you to consider.

1. Reduce Image File Size

Views can be increased by 94% if you deliver content that contains a compelling image against one without an image. Even though technology has improved for mobile internet speed, large image files are still going to be slow to download. A delay of just one second can cost you 7% of your conversions.

So reduce your image files to reach a larger audience. You can do this by as much as 80% without affecting the quality of your image.

2. Resize Your Image

When you don’t resize an image it will look terrible on the screen and this will affect the user’s experience. A poor experience will result in a lost chance of a sale. So instead change the image properties so they are the same size as the width of a mobile’s screen.

3. Increase Button Size

It is harder to be accurate when selecting buttons on a mobile’s touch screen. To help your audience get around this you need to change the size of your call-to-action button. The recommended size is about 47-57 pixels.

4. Use Your Own Template Or Invest In A Responsive Template

There are templates out there that are responsive to the device that the email is opened up on. Using one of these will make your campaigns easier to design and deliver. However, if you can’t find one you like, you need to code your own.

Conclusion

Email marketing is a powerful sales tool, but you need to stay up-to-date with the latest trends. If you don’t, then you can lose out on potential sales that can harm your future business prospects.

Do you use mobile friendly email templates? What do you do when you receive one that isn’t optimised for email?

Let us know in the comments.

Take action:

  • Optimise images on your emails for mobile devices.
  • Improve call to action buttons on your email copy.
  • Look at our responsive templates.

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3 New Ways To Get Attention For Your Regular Emails

megaphone-50092_640Your emails are an important sales platform. The starting point of 13% of all online sales comes from email marketing. Only organic searching and direct visits are better sellers online. However, the effectiveness of your marketing campaigns depends on how much attention your emails can generate.

One of the biggest problems is that emails aren’t getting enough attention. The average open rate for emails varies between 15 – 25%. The click through rate after this can be anything between 1 and 5%. And then your landing page has to be convincing enough for them to take a desired action. This action could be making a purchase or downloading a new guide.

The open rate is dependent on the email grabbing the attention of your audience. If you are sending regular emails, this is really important. The longer a contact is on a mailing list but doesn’t take action, the higher the chance that the lead is lost and you won’t make a sale. If, however, you can increase their interaction with the mail earlier – the greater the chance that you can:

  • Increase the open rate.
  • Improve the click through rate.
  • Make more sales.
  • Grow the ROI of your email marketing campaign.

It should also be noted that you only have 15-20 seconds to grab a reader’s attention. This is the average length of time that a person spends reading an email.

Email marketing best practices are continuously changing, which is why it is important to consider your current campaigns and how you can change them to gain more interest. Here are three of the latest techniques for your regular emails that will grow the success of your campaigns.

1. Change Your Subject Lines

Long gone are the days where you could just use a simple promotional email or one liner like “Your Weekly Summary” and expect your contact’s list to open your emails. A good example about how your subject lines can make a difference is with People Per Hour. The site used to send a message every day about the latest offers available on their site.

Then in early 2015, they changed tactics and created different, unique and more personal subject lines. Almost immediately there was an increase in the number of jobs posted through the site. Before the change they averaged about 200 per day. After the change they averaged about 350. This is a 75% increase and was highly valuable for the online business.

So what should your subject line look like? It needs to have several elements to it:

  • Promise to benefit the contact.
  • Offer new information.
  • Personal.
  • Relevant to what is currently going on.
  • Fun.

If you can insert these into your subject line, it will perform better.

2. Add Video

Video marketing is becoming a huge success. The combination of audio, visual and text on the screen is more memorable and engages audiences a lot better than just simple text and photos.

Inserting a video into your emails isn’t a tough task – it just requires you to be a little more technical than you might be used to. Speak to your email marketing provider and ask them how to insert video into an email using their software.

Once a video has been uploaded to your messages you can also use them on YouTube and your website to improve upon their ROI and ensure that they aren’t just used once and forgotten about.

3. Be Mobile Friendly

The way consumers are accessing emails is constantly changing. Previously, the only way to have a good experience and open your emails was on a desktop or laptop. Now the world has gone mobile and more emails are opened on a SmartPhone or other mobile device than on a desktop.

Email campaigns must consider this and change the way they display on mobile devices and the landing pages they direct to must also be mobile friendly.

Conclusion

You have 15-20 seconds to grab the attention of your audience. Ensure you do it with the email marketing best practices and you will see a higher number of sales and business growth.

Take Action:

  • Optimise your messages for mobile.
  • Add video to your next campaign.
  • Experiment with your subject lines.

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Why Email Will Remain Important Even With More Messaging Options

graph-752712_1280With the rise of more marketing options, it may seem that email marketing will become obsolete. However, email marketing has been around for a long time and has faced numerous challenges when it comes to marketing messaging online. For instance, social media has long been thought of as a way for businesses to connect with their audience but it has failed to achieve the success email marketing has.

Now with new instant chat messages being deployed and mobile marketing being used by more organisations, email marketing would seem to be at risk again, though the possibility of this is fairly low. However, there are many reasons why email will remain important for a long time to come.

Trust Is The Key Aspect

74% of consumers prefer to receive promotional messages via their email accounts. This is because the consumer feels that they are giving you permission to contact them via their email accounts. It shows a high level of trust and therefore, half the battle is won on converting the contact to a customer – you just have to demonstrate why they should buy that product.

With social media, mobile and instant messaging, the consumer doesn’t need to give permission to be contacted. Therefore, many customers are wary of marketing messages that are delivered this way as they don’t trust them.

In the UK, this has been demonstrated by injury claims and payment protection compensation. Lawyers from both niche industries have been sending out numerous messages via mobiles and the phone, offering customers thousands in compensation. The biggest problem is that they are not targeting their customers and are just sending messages to every number or contact.

Then the callers claim that they hold records indicating you are owed money, often thousands. This is often inaccurate. And the mistakes are compounded by the use of automation and recorded messages.

Apart from being in breech in the country’s data protection laws, where all databases have to be accurately maintained, it breaks down trust. How can the consumer trust a message that is inaccurate and one that is delivered by a recorded voice?

Simply put, both messages have become a major source of grief in the UK and there have been demands for the practices to be stopped.

Costs

Likewise, email marketing is one of the most cost effective ways to deliver a marketing message. Text messaging often costs 30 to 40 cents per recipient. For a contacts list of 2,000 this could mean that messaging costs $6,000 or more. Add on additional costs, such as time to develop the message and campaign and it could simply be too expensive to execute, yielding limited returns.

Email marketing on the other hand is fairly cost effective, with the same number of recipients costing just $49 per month on Fluttermail and you can send as many messages as you like. This makes achieving a positive ROI much more likely.

Traceable

Another issue is that other mediums of content have limited tracking features, for example if the customer has opened, read, clicked through or deleted your message. This can be frustrating as this tracking feature allows you to refine your list, sending targeted messages to the consumers, knowing they will achieve the best results.

Conclusion

Email marketing has faced numerous technologies and new marketing options that have threatened its importance in the marketing plans of business. However, there has so far been no technology able to reduce the effectiveness of email marketing for businesses.

So while it is a good idea to investigate and use other marketing tools for business, you should not abandon email marketing.

What other tools do you use for marketing your small business? How effective are they?

Let us know in the comments.

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5 Mistakes You Should Never Make With Your Email Campaigns

spider-monkey-637060_1280Email marketing is one of the most important sales channels your business will use. It accounts for more online sales than social media, retargeting and banner ads. Some of the best businesses in the world earn the majority of their income from sending out regular promotional emails.

There are several secrets to the success of their email marketing campaigns. You can achieve their success by not making major mistakes which can damage you reputation, annoy your mailing list or give the impression you are unprofessional.

Here are five common mistakes and how to avoid them.

1. Not Following Legal Code

There is a massive difference between cold calling and cold emailing – cold emailing is illegal in many cases. According to digital marketing laws in most countries, you should have permission from the list contact to be able to send promotional content. This rule must be followed unless the email address is from a limited company and it has no personal information in it.

However, sending emails to info@ or marketing@ is highly ineffective as it is normally not a decision maker who checks these accounts. Not following these rules can result in a fine which could cripple your finances.

2. Strategic Failure

One of the first things you should be doing before you even start sending off an email or building your list is to identify the goal for the list. Something that is strategic and applies to every communication you have.

Whether this is building awareness of offers on your ecommerce site or delivering content that will appeal to your audience – you have to know what the purpose of your email marketing campaign is.

Then when you write each email marketing message, you have to know what the specific aim is for that message (i.e. selling a particular product).

3. Forget To Blind Copy

Many businesses that run their lists off their mail servers make this mistake from time to time; when they accidently forget to ensure that no-one else can see who else the mail has gone to.

This can be particularly embarrassing as you are providing details to other businesses or individuals who might not want their information shared and it also looks highly unprofessional.

To avoid this, use an email marketing software program to hide contact details from other contacts. It looks more professional and more personal.

4. Sending Your Mail From ‘no-reply@’ or ‘info@’

As humans we love to feel the human connection. This is why email marketing campaigns sent from addresses like no-reply@ or info@ are not going to be ineffective. Think of email marketing as a conversation, you wouldn’t talk to a computer or a cash machine, so don’t automate your email marketing messages.

Instead use a named individual to send the message from. This could be a member of your marketing team; however, a senior person in your organisation can often send a more powerful marketing message to your contact’s list.

5. Buying An Email Marketing List

Don’t ever think of buying an email marketing list. These are highly ineffective and can often ruin your mail server’s reputation. Getting blacklisted will ensure that your emails will always hard bounce and there is very little you can do apart from starting anew.

The whole point of an email marketing campaign is that the contact has given you permission and is open to communications. This makes their use cost effective and gratifying.

Conclusion

Email marketing is one of the best online marketing avenues for your business. What you need to ensure is that you don’t accidently make any email marketing mistakes like the ones above and that you are producing high quality content that will entice your audience to find out more information.

What other mistakes can you think of? What mistakes have you made and how did you resolve them?

Let us know in the comments below.

Take action:

  • Learn from the mistakes of other email marketers to perfect your own campaigns.

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7 Email Marketing Strategies You Need To Implement Immediately

globe-63774_1280There are approximately 2.5 billion email users in the world and 74% of them prefer to receive promotional material via their email accounts. This makes email marketing one of the most effective and critical marketing activities your business should be undertaking right now.

While creating campaigns for your customers might yield some success. To make the most from your campaigns you should be optimising them. There are several strategies which allow you to do this. Here are seven strategies for you to implement in your next campaign:

1. Specific Audience

Not every email you create is going to be relevant to all those on your list. For instance, a message about setting up a new account with you is pointless to already existing customers. Therefore you want to limit who you are sending your messages to only those who should read the content.

Careful segregation will limit unsubscribers, lower costs and improve your marketing results very quickly. This can be achieved by ensuring there is a label in your database that refers to what sub-list they should be listed on. Then when you are sending a campaign, use the label to determine who should receive the message.

2. Specific Time

Email marketing is effective because it can be picked up at any time. However, research has shown that emails are generally opened at certain times. You’ll want your emails to be sent at the best times and not at other, less effective, times.

There are numerous studies claiming they know when you should send emails. Many of them disagree with the best time to send mail. The best practice is to experiment and discover when it is best to send your audience emails.

3. A/B Testing

To ensure you are sending your email messages at the best time, and that the design of your message is right, you should A/B test your emails. Start with testing when to send your emails and then move onto the email design.

There are various elements you can test, including image position, subject lines or the call to action copy. By testing these one at time, you can ensure your campaigns become more effective.

4. Have Value

Always answer the question: “What is in it for me” question. If your contacts can take an important message away from your communication: whether it is how to do something or where to get something – then you’ll gain their trust and it will make it easier to sell to them.

5. Mobile Friendly

More emails are being read on SmartPhones and other mobile devices, than on desktops. Emails need to be formatted right if they are to be read correctly on your contacts’ mobile devices. Otherwise your messages will not look professional and this will limit impact.

To help with mobile friendliness, you need to limit images and the complexity of your design. At the same time, ensure your website is also optimised for mobile devices.

6. Social Media

Social media is a highly effective way for you to spread word of your brand to new audiences and potential customers. Don’t undervalue the opportunity. Embed social media share buttons on all your emails. Then the emails can be directly shared on various platforms and this can encourage others to view a web version.

7. Follow Up

After you have sent your email marketing message, you need to examine the results. You should use this to determine who is interested in your content and products. If you notice someone is opening your mail and clicking through to your website but then not doing anything, you should follow up with a phone call. They might be experiencing a barrier that is preventing them from buying. By calling them you might be able to help them to complete the intended action.

Conclusion

Improve the results of your email marketing by using some powerful email marketing strategies above. Then you can generate more revenue from your emails and have a better return on investment.

What strategies do you use to ensure effectiveness?

Let us know in the comments below.

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The Ideal Length For Your Email Subject Line

tape-measure-145397_1280We are often told that size doesn’t matter. Well that is wrong. Size does matter when it comes to your email subject line. It is the first impression your audience will have on what is contained within your marketing message. It needs to entice them to open the email and red further. Therefore, the subject line needs to be alluring, indicate what the message is about and not give away the whole story.

This can be a difficult balancing act. Most people think they need to write an essay to achieve all three. While this can help, it can also be tough to read. Some try for the shortest email subject line they can manage. Yet this can seem non-descriptive.

Both camps claim they have the answer; yet, only research will tell what the impact is on the open rate for campaigns.

The Adestra Research Project

Adestra compiled some results from email marketing campaigns they were monitoring. They looked at how people interacted with a message and compared that to the email subject line. The results they saw were rather interesting. Firstly, they spotted that there was a sizeable bump in success when subject lines were between 10 and 30 characters long. Results either side of this mark were less than half.

Subject lines of this length are often offering a deal (i.e. Claim your 50% off today, etc). Therefore, it is normally business to customer messages that achieve success while being short.

Yet this wasn’t the only interesting result. Subject lines that were between 30 and 70 characters long achieved less than average responses while those over 100 characters seemed to perform well.

There was a particularly good set of results when email subject lines were 130 characters long.

ShowMeLeads Input

Another study conducted by the president of ShowMeLeads, Madhu Gulati, found another set of results that could turn the results above upside down. According to their research into 260 million emails sent during 540 campaigns, they found the following results:

  • More than half (52%) of campaigns contained 11 to 15 words in the subject line. However, it had the poorest open rate.
  • Those campaigns that contained between six and 10 words received a 21% open rate.
  • Short subject lines (five words or less) had 16% open rates.

These results are almost in contrast to what was previously reported on Adestra.

MailChimp’s Results

MailChimp has also studied the problem. They came to the conclusion that length meant nothing and that it was the reader’s tastes that determined whether they would open your message up or not.

While there is some truth in this, looking at the MailChimp results there is something of note. Their results show an above rise in opens and clicks when the subject line is short. According to their data, you are bound to get the best results when your subject line is between 15 and 22 characters long.

This is rather important as it correlates with the other two studies.

Important Notes

It is important that click through rates shouldn’t be a huge factor on whether your subject line is best. Once the audience is at this point, other factors are determining their behaviour.

It is also important to note that none of these studies decided to a/b test the subject lines of exactly the same email to test the results. This might have given a better answer to the question.

To optimise your emails for your audience, consider a/b testing your email campaigns.

Conclusion

There are varying thoughts on what is the right length for an email subject line. Many consider that long subject lines distract audiences and lower success rates, yet others have demonstrated this is not the case. What all the studies do show is that a short, concise email subject line is going to perform better than the average.

What is the average length of your email subject line? What have your results been from your previous subject lines?

Let us know in the comments below:

Take Action:

  • Use a short subject line to generate more opens.
  • A/b test your subject lines to see what gets the best results.

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How To Get Your Emails Opened

mail-566337_1280Email marketing is one of the best options for communicating with your target audience. Many consumers prefer to accept promotional material via their email inboxes and it is known to be one of the best online sellers.

Yet the problem for many businesses is to ensure that their emails get opened by their audience. Open rates vary from industry to industry. Online coupon and discount services often have very poor open rates, averaging below 5%. Other industries do better with some reaching 20-30% on average, though many only achieve half of this.

To increase the open rates of your business’ emails there are several key elements to your campaigns that you can adjust for better results. Here are some of those elements for you to experiment with and gain better email marketing traction.

Subject Line

The first thing that most people look at is the subject of the email. It has been proven that a good email subject line will increase the open rate of your emails. Some of the best email subject lines are quirky and grab the attention and imagination of the receiver. For instance:

“Are you sitting comfortably?” is a good line for selling chairs.

“We’re sorry” if you haven’t sent an email for a while.

Take Action:

  • Consider what subject lines you could use in your email marketing campaigns.

The Sender

While many people may recognise your brand name, they are less likely to open the mail if it is sent from your company email address. It is better to send it from a named individual; this is more personable and makes it look less spammy.

Consider sending it the name of a senior person in your organisation, instead of just the administrator who creates the content and sends it off. A senior person in the organisation is more recognisable and makes your audience feel more valued.

Take Action:

  • Send emails from a senior member of your management team.

The Right Time And Day

23% of your emails will be opened within 60 minutes of you sending out your email. Therefore, you will want to be sending your content on the right day and time to ensure that you maximise the open rate.

There are some typical statistics that you should know:

1. Monday’s are the worst day because most people are often trying to catch up from the weekend and are too busy to open their emails.

2. Weekends are when people are out doing chores. Emails are not opened regularly on these dates.

3. While emails are regularly opened quickly, you still need to email contacts within plenty of time if you want contacts to participate in an event.

4. Tuesday and Thursday are favourite days for businesses to send their email campaigns. These days often generate the most interest and the best results.

5. Early mornings are also the best time to send emails and they get the best response.

Take Action:

  • Adjust the timing of your email marketing campaigns so they are sent at the most appropriate times.

Send To Those Who Have Opted In

If you have collected addresses from people who have not opted in you are going to get poor results – and it is illegal.

Take Action:

  • Only send emails to those who have opted in to receiving content.
  • Remove the contact details from those who have not signed up from your database.

Conclusion

Email marketing is one of the most effective means for generating sales online. To get better results you need to optimise your emails so that they are more attractive to your audience. Use the above ideas to perfect your email marketing campaigns and have more opened.

How have you improved the open rate of your emails? What do you recommend?

Let us know in the comments below.

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