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The Subject Line Had Me Cringing. The Open Rate had me Grinning.
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Do you know what it is like to place your cards on the table in a poker game? You either take the pot or swallow down lessons for the next game. That’s e-mail marketing!
From that perfect copy, to eye-grabbing visuals, to testing whether it reads alike on every device and on every platform, to finally triggering that blessed e-mail to a large user base – I must confess – it is absolutely maddening to put together an e-mail marketing campaign!
Imagine this – you have an amazing product and an even more amazing e-mail that will pitch for sales to the users. But what if your users never noticed your e-mail? What if they left it sitting unopened in their mailboxes? Isn’t it similar to watching your sales guy knock on locked doors?
So, here’s a thing or two that I learned from a recent e-mail marketing campaign that we pulled off whose subject line made heads turn, faces go pale, earned few tweets from customers, and made me write this blog post.
#1
Subject line is most important to any e-mail marketing campaign. It is the bait that gets the user to open your e-mail. Don’t expect it to do anything other than that! Remember that if you can’t get your users to open your e-mail, you miss an opportunity to sell your product/service to them.
#2
The subject line is not a lead generator. That is what your CTAs are for. If you want leads, either have a kickass USP or a kickass product/service. There is no bargaining here!
#3
If you ask Google for the best subject lines in e-mail marketing, you’ll find the infamous “Hey” in the top 5 of any list. Don’t even/ever try using it for a subject line.You are not Obama!
Hint: If you were a customer receiving the e-mail, what subject line would most likely get you to click open the e-mail?
#4
No. There is no rule book on how your e-mail marketing campaign will perform. Don’t let anyone tell you otherwise because your product is constantly evolving. On the other hand, your users are exposed to a variety of online content that what they like today will not be of interest to them tomorrow. Such a combination will keep you second guessing always!
#5
So, let the numbers do the talking. Run A/B tests to track how your e-mails are doing. These numbers don’t just tell you how much sales you are most likely to make, but also tell you what not to do in your next campaign.
A/B Testing requires planning just like any other aspect of a marketing campaign. More of that in another post.
Ah! That’ll be enough from me. Over to you – share your thoughts on the last campaign that you were part of or tell me what I missed mentioning in this post.
And yes, I wrote that controversial subject line you may see in your inbox! (winks)