Electronic Newsletters - Don’t fall at the first hurdle.
MailChimp, Constant Contact, Infusionsoft, Zoho, Pure 360 and all the rest. Email newsletters are part and parcel of the marketing armoury and have really helped smaller businesses to punch above their weight in a very cost-effective way.
Sending a regular e-newsletter is not a competitive advantage in itself anymore as so many businesses do it. The weight of incoming daily email means your correspondence might be missed by your potential customers. And you worked so hard preparing the content and the imagery too!
You have to give your newsletter every possible chance to succeed and one of the tactics is to know how to improve the subject line of the email. Here are some trends and tips from those that carry out research in this area.
It is said that a person’s favourite word is their own name and the facts appear to back this up. Without a doubt, subject lines that are personally addressed, do the best.
If you don’t have names of recipients, the popularity of “We” and “You/Your” shows that subject lines that make some kind of appeal to the reader are more likely to get a response.
Time is of the essence
Subject lines that feature dates, or urgency seem to perform better than those that don’t. Holding your subscribers to a date to act, or letting them know that you’re waiting on them (with say, “Invitation”) all work well.
Finally, subject lines that end with an exclamation mark tend to result in more opens than those that don’t. However, there’s no correlation between the number of them and open rates so don’t go overboard!!! However, in testing it is interesting to see how a little extra ‘energy’ in your subject line can impact email behaviour.
If you’d like to find out about how e-newsletters can help your business email us and don't forget the subject line!