Wednesday, March 12, 2008

Email Marketing - Email Design and Subject Lines

Email Design and Subject Lines - Part of 4Rs of Email Marketing

46% of Marketers take 15 secs to create email Subject Lines

One of the most important things in email marketing / website content development is the subject lines. Even though the above statistic is just an example to showcase that how a good subject line should be, simultaneously, it’s an indication that a lot of marketers do not spend enough time in creating subject lines.

I have created subject lines which have got me open rates as high as 40% and clickthru rates as high as 20% however, I have also created bad subject lines which yielded open rates as bad as 8% and clickthru rates of 0.7%.
It’s very evident from my experience that a good subject line can really decide the success and failure of a campaign. Just imagine you spent hours all together with teams in brainstorming and coming up with the right strategies and communication messages. But while executing you forgot to test the subject line and spent like 5 secs. in creating something that struck you at that moment and suddenly the entire campaign fell through as people didn’t open your emails at all.

Damn it’s annoying but true, that, something as simple as a subject line can kill the productivity of a brilliantly crafted message and designed campaign.

Some examples which work … mostly:
-Emotive words
-Using statistics
-Using numbers
-Using company name
Put Whitepaper: , Survey: , Tech Report: , as the starting words.

Here are some examples:
-Hello {firstname}, are you among the TOP 100 {jobtitle}?
-Hi {firstname}, 5 mins Step-by-Step approach to plan your vacation.
-77% of the {jobtitle}s have registered with us, {firstname} have you?
-Are you weak like your colleagues?
-Whitepaper: Garbage the future of energy?
-Survey: 86% of HR heads are outsourcing recruitments.
-Majority Declared: 91% of mothers spread the word.
-{Companyname} Weekly Round-up: Customers want synergy at low cost.

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