Who really opens up generic or general emails? First of all, certain punctuation is UNnecessary. Yes, you heard us right: don’t try to throw in those exclamation points! It’s a sure way to get your hard work automatically cast into the old spam folder. Secondly, capitalizing first letters throughout your entire subject line is a No-No. Do Not Do This. Unless you want the spam treatment.
Get personal. Personalization increases open rates. People are people, and they enjoy being reached out with a more unique approach.
Don’t use “salesy” wording. Be clear and focus your message on fulfilling the promises of the subject line. Be enticing and intriguing, but don’t give away too much. The emails which have a higher click-through rate contain 20% fewer words. Brevity, brevity, brevity.
Data has proven that questions asked spike a higher interest rate with viewers. Also, color counts, so make sure you are incorporating it and marketing from beginning to end.
“A/B testing” essentially helps to improve your campaign’s performance metrics. As David Ogilvy, the “Father of Advertising”, once said: “Never stop testing.” Packing-in the grand opening of a hotel on a simple $500 budget was his first challenge. Ogilvy was able to pull it off with a direct mail postcard campaign, and fell in love with the process. He was the master of the “split test”: where two versions of an ad are published at the same time, but “keyed” with a unique way for consumers to respond, so the “winning” ad (most opens, click-throughs, etc.) could be identified and, once determined, then rolled out on a national level. His complete famous quote was: “Never stop testing, and your advertising will never stop improving.”
Last, but not least, make sure your design is responsive.