www.figarodigital.co.uk EMAIL
UPFRONTS
P ARR Y MALM Account Director, Adestra
Insight: the best email subject line ever is…
‘F
ifty per cent off now!’ ‘Breaking news!’ ‘Free beer! Every email marketer on the planet knows the importance of a subject line. But what really makes a great one?
Before I answer that, a bit of a caveat. When I was working client-
1. of the highest quality, excellence, or standing: the best work; the best students. 2. Most advantageous, suitable, or desirable: the best way. 3. Largest; most: the best part of a day.
But in an email marketing context, none of these are quite right. What people really mean when they are looking for the ‘best’ subject line is the one that works better than all the others. It is fundamentally impossible to know which is the best, short of permutations of subject lines, from the mundane (‘Here is your email’) right through to dangerously spammy (‘Get free Viagra delivered by Britney Spears now!’)
So, the way I interpret the question is as follows: ‘What subject line will deliver my business the most value, given the constraints and nuances of my industry?’ But that’s a bit of a mouthful, so most people just ask what the best subject line is. And my answer? The best subject line is the one that works the best for you.
As you can guess, this underwhelms people hoping for a silver bullet which will double the effectiveness of their campaigns. From a game theoretic standpoint, once one player in an industry
previous equilibrium level. Therefore, short-term wins in terms
will deliver nothing but wild response variance and a stressed out marketer.
The key is to focus on building up your digital brand, and your subject line is a key conduit in doing so.
The best subject line should be:
To the point Don’t faff about – let people know why they should open the email. Don’t bait and switch; digital consumers value honesty, what with the litany of untrustworthy advice on the web.
On brand
When people trust your brand (see above) they will be more apt to open and read your emails on a regular basis.
Call to action
People get many emails every day and don’t have a whole lot of opening your email and they will!
Get Adestra’s subject line analysis report here:
Research: more interesting emails sent
R
esearch by the Direct Marketing Association (DMA) indicates that the volume of marketing emails being sent is on the rise, with the number of people receiving 20 or more emails a week from brands
they’re interested in increasing from 50 per cent in 2011, to 55 per cent in 2012.
Consumer approval for the content of the emails they receive
and interesting, as opposed to just one in 10 in 2010.
It takes 90 minutes for the average person to respond to an email.
It takes 90 seconds for the average person to respond to a text message.
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