For E Mail marketing The Right Subject Line Can Make The Difference Between Deleted or Opened
Continuing the 7 step insight into effective e mail marketing, in today’s article we are going to cover step 2 the importance of the e mail subject line.
2. The E Mail subject line
E mail is an incredibly popular form of B2B and B2C communication, being fast and cheap results in millions upon millions of e mails being sent everyday.
Just think about your e mail inbox, do the following non technical classifications apply to you?
- Really useful e mail – will file it for when I have more time
- Great content – I must open it and take action now
- SPAM – (on this point make sure your IT provider has installed effective anti spam software)
- Content that you hadn’t requested but might be of use
- Content that’s been sent to you that you don’t want to read
- Stuff that you get that you can tell just from the subject line that it needs deleting
With so many e mails arriving in your in box we typically make decisions on the action we will take very quickly. The subject of the e mail along with who sent it will have a major impact on whether the e mail will be subjected to an instant delete.
Think about the two scenarios
E mail scenario 1: From: Someone you know very well Subject: This revolutionary new software could help you gain more sales
E mail scenario 2: From: Someone you have never heard from or who is completely new to you Subject: This revolutionary new software could help you gain more sales
I think most business people, would open e mail 1 (if only from a speculative basis), whereas I think most people would delete email 2 within an instant. This highlights one of the challenges if you are looking to use e mail marketing as a mechanism for opening relationships with new prospects. If you are using e mail for these purposes think about you could improve this process.
3. E Mail Content
So you have sent your e mail to a named person with a great subject line and the person has clicked to open so now you need to have some great content to engage. In the next post we will look at e mail content options.