Testing subject lines can make a tremendous difference in the overall success of your email marketing campaigns. Delivra’s email marketing software offers the ability to test 3 subject lines at once in a matters of minutes.
Some general subject line tips:
- If you can personalize an email with someone’s location, it makes the email more likely to be opened.
- Keep the subject line to 50 characters or less but more importantly, use a distinct preheader for all of your emails. We do this in all of our client and prospect emails.
- Make sure your From Line uses a person or company that the recipient expects to receive email from – many times this will be a company’s name like Delivra or Cody from Delivra, not simply Cody.
Use engaging text – love them or hate them, something must be said for how effective the Buzzfeed/Upworthy type videos at increasing clickthrough, engagement and open rates. I would recommend testing subject lines in a similar fashion to how you see Upworthy videos or Buzzfeed articles written.
To get started, you might start the headline with -
- “This is the…”
- “You won’t believe…”
- “When you see…”
- “What happens when…”
Also, try to think outside the box. For example, our average open rate at Delivra hovers around 20-25%.
We had a 54% open rate recently when I used the following unusual subject line for a webinar invite.
‘Webinar Reminder #17A47D1′
It had a preheader that read –
“Those alphanumerics don’t mean anything, but your attendance does.”
In an inbox full of sameness, simply being unique can make all the difference.
Another example, we had a 38% open rate when we sent a post webinar survey. The subject lines was -
“We know what you’re thinking…”
It had a preheader that read -
“Actually we don’t. Please fill out our content webinar survey.”
These types of subject lines may or may not work at your company. The main thing is – test, test, test and test some more. Unless you do, you will never know how large of difference a unique subject line and preheader can make in your email marketing efforts.