Email Marketing 101: Your Subject Line

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Even with the social media takeover, email marketing proves to return higher conversion results: if done well. According to McKinsey & Company, “Email conversion rates are three times higher than social media, with a 17% higher value in the conversion.” Businesses must find a unique appeal to set their message apart among the ever increasing inbox clutter.

Keep your message out of the junk mailbox with these subject line construction tips.

Your Subject Line

The Selling Point, The Gatekeeper

“64% of people say they open an email because of the subject line.” –HubSpot
Do not underestimate the impact a well-crafted subject line will have on your open rates. Hubspot describes the subject line as the gatekeeper of an email. The work put into creating a captivating email turns into wasted effort if people are not interested enough to open the email in the first place.

Keep your subject line to 50 characters; remember one word can make a huge difference. Try researching the most searched terms related to the purpose of your message, and incorporate them into your subject line.

Customer.io blogger Janet Choi advises email senders to see every subject line as a pitch. What’s your unique selling point? What need does your receiver have that your subject line promises to meet?

When creating your subject line remember that incentive, curiosity and promise drive interest. For example:

Incentive “Congrats! You’ve been selected…”

Curiosity “We have a secret to tell you.”

Promise  “Your day just got easier.”

Construct a subject line that hits the need of your receiver, without underselling, neutralizing or radicializing your pitch; The Atlantic refers to this just right point as the Goldilocks zone of email tonality.

Personalization will also go a long way in how much attention a person will pay to the email. This technique may include incorporating the receiver’s name in the subject line, or segmenting particular messages best suited for certain members of your audience i.e. recognizing your receiver’s birthday month. Experian expresses, “personalized promotional mailings have 29% higher unique open rates and 41% higher unique click rates than non-personalized mailings.”

In about 3-4 seconds a person will determine whether or not an email is worth reading, simply based on the subject line.  Make it distinct; make it personal.

How many emails did you second glance today?

Discern.Engage.Transcend.

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Keep Your Bounce Rates Low: Recency, Relevancy and Authority

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What is a bounce rate?

This is a percentage used to show how often people enter a site and leave before exploring the site beyond the page on which they started or after having a single interaction.

What purpose does this metric serve?

It is important for online businesses to know their bounce rate to see if they are meeting the needs and expectations of their customers. A higher bounce rate means customers are not satisfied, not convinced, or not finding the information the need when interacting with your business online.

GoRocketFuel breaks down the bounce rate statistics into the following three categories:

Excellent: 26-40%

Average: 41-55%

Higher than average: 56-70%

There are many reasons why a person may not choose to stay on a website. According to SEJ the top internal factors that affect a bounce rate include:

  • Web design and usability
  • Website content
  • Website Navigation
  • Technical issues

Dilip Keshu, CEO of Born Group, explains the three factors that effect a bounce rate are recency, relevancy, and authority. Command your site by maintaining three factors of credibility to make sure people will want to engage with your site after just a few seconds of entering.

Make sure you maintain the best practices for building a user friendly site to keep your bounce rates low and your visitor satisfaction high.

 

 

 

 

When Your Consumer Finally Lands

So, you’ve done all this work to drive traffic back to your website…curious web surfers click on your provided link, only to reach a page that doesn’t align with where they thought they’d end up… Your bounce rate just got higher.

Let’s talk effective landing pages.

At its core, a landing page is the web page that a user will arrive on when they enter your site. Depending on what you’re promoting and how you are promoting it, users will enter your site for different reasons from different platforms (i.e. search, social media, email, direct links).

The page must be consistent with the reason why people clicked the link in the first place: the campaign or call to action, advertised from that medium.

For example, if you were promoting a specific item, make sure the when the user clicks they are going to a page that explains more about that item, not your homepage.

Unbounce notes the two basic types of landing pages: Click Through and Lead Generation.

For an eCommerce site, the click through pages want to encourage customers to the final destination… the shopping cart. People should feel informed enough from the click through page that they are willing to move to the next step of the purchase decision making process (i.e. a sale promotion email, linking directly to page with the on sale items).

Lead Generation landing pages are used to collect data about a customer (i.e. email addresses), and explain to the user what they will receive in return of giving their information (i.e. member only promotions, free download or trial offer, insider tips, registrations for online seminars etc.).

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Dominos

As with any online experience best practice, make sure simplicity and consistency carry through your landing pages. The reason why the person went to the page in the first place should be evident when they reach the landing page, in line with that specific call to action.

Utilize image, videos, customer comments, FAQs that will anticipate your consumer’s questions and desires, and excite through visual enticement.

You got them this far, how do you keep them?

 

Engage. Discern. Transcend.