Optimizing Headlines for Email Marketing Programs

How often do you think about an email headline?

The headline is commonly forgotten amongst email marketers.

Designers sometimes fret over creating headlines for emails because they’re left to fend for themselves.

Yet the email headline deserves just as much attention as the subject line and image. An email headline is typically the first element of an email design seen by someone that opens the email.

The headline is the element of the email that instantly lets the viewer know what the email is about. The headline communicates the purpose of the email.

If the email headline doesn’t make sense the email is destined for failure.

Optimizing Headlines in Emails

The headline is the first thing a viewer will see when they open your email.

Other than a stark image or eye-catching photo, the headline is the element of an email that communicates the purpose of your marketing email. When your email subscriber opens the email they want the content to make sense.

Email openers want to know they are opening the item that enticed them in the inbox. This means the subject line of the email made a statement that enticed the subscriber to open the email. Now that the email is open it’s important for the email headline to reaffirm the purpose brought forth by the subject line.

Consistency is important to people.

There is always an element of suspicion on the Internet. People are always wary of spam so consistency of a message is important to assure folks that your message is relevant to what they’re expecting.

If your subject line promises…

The Newest Performance Vest from Under Armour

…your email headline needs to be consistent with something like:

Introducing the Men’s Quilted Vest

There are other ways for your message to be consistent as well. If you are looking to show the value a product will provide you can use the headline to explain the advantage the product offers for customers. We’ll see a few examples of this below.

Your email headlines also need to effectively lead into the content on your landing pages. The object of your subject lines is to entice the open. The object of your email headline (and creative) is to entice a click. Your landing page will further move the person down the sales funnel to conversion.

Consistency is important throughout the funnel process so be sure each aspect – subject line, headline and landing page – are cohesive.

We’ve already touched on enticing a bit as it concerns email headlines. Enticement is something each email headline should have. The purpose of your email headline is to entice the next action in the sales process. You want to show that your product is valuable to your email viewer. This value proposition is what will entice a click.

Finally, an attractive headline adds to the enticement of the email.The design of an email is important, but typography can often be overlooked in an email. With headlines, it’s important to have an attractive type. You want the type design to be consistent with your brand while also being representative of the message the email is communicating.

Attractiveness goes beyond the image in the email. The headline is just as important.

Here are a few examples of good email headlines.

Sundance

I love the Sundance email program. They do a great job with their lifestyle imagery. They also do a great job with their email headlines. In this example, it’s easy to understand what the style of the brand is about. The women opening this email can see the attractive top on the model. Viewers then see reassurance of this feeling with the words Vibrant, Fresh & Carefree. The headline is over three words, but those words say so much about the style and brand.

iStockphoto

The iStock photos are great. The company has a great setup for emails because of their access to great photography. But the company also has to be mindful of headlines in their emails. In this example, iStock highlighted coffee photography and images. The subject line read Hot Shots and the headline said the same thing. This consistency might seem repetitive, but it lets the email viewer feel comfortable when they open the email. It’s reassuring to see that the email you opened is the one you wanted to open. It seems trivial, but it’s important.

Under Armour

Under Armour does a great job with their emails. The design of the images reflects their brand message of aggressive sport really well. The emails are designed with their target customers in mind. I like this email headline because it hits home on the value of the products in the email for the customer. The value of a product for the customer is most important. When this person opens this email they know that the products can take on mother nature. That’s exactly what this customer is looking for.

Recap

Email headlines are often forgotten.

The headline of an email is just as important as the subject line. The headline is what communicates the purpose of the email to the viewer. You want the headline to capture attention and encourage a viewer to click.

There are three things to focus on when creating email headlines:

• Consistency
• Enticing
• Attractive

These three keys to email headlines should improve your emails.

The headline is something some marketers often forget. It’s easy to test subject lines and landing pages. It’s just as easy to test and refine headlines.

Consider how you can improve your email headlines and really increase those email clickthrough rates.

Tagged in: iStockphoto, Sundance, Under Armour