Tag: Effective Email Marketing

Subject Lines in Email Marketing

How important are subject lines to your email campaign? How much time do you spend on deciding an appropriate subject line for your email campaign? How do we go about analysing how effective subject lines are?

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You may regard your email content for your campaign as the one that matters and the most important, however, if your subject line is not effective then there’s a chance that your email won’t be even read. In today’s fast paced world where people receive hundreds of emails, it is imperative to have an attention grabbing subject line so as to get the users to make that all important decision to open the email. A good subject line is essential for Email Marketing. So what makes a good subject line?

Short and clear- Studies show that the best performing subject lines tell people what they want to know in few words. The ones attracting the most opens and clicks are generally less than 50 characters.

Uniqueness- Having subject lines with a unique hook will persuade users to open the email. Subject lines with common words or clichés will most likely get no attention from recipients. On the other hand subject lines which poses a question or which has a humorous content to it, will entice recipients to learn more by opening the email.

Value Proposition- A good subject line will offer value to the recipient. You need to let them know that by opening your email, they will be able to find out matter that interests them.

Personalization- Personalizing subject lines with recipient’s first or last name will help improve open rates.

Credibility– Spelling and grammar mistakes in your email subject line will harm your credibility. Such mistakes could result your email to end up in the trash bin before it is even read.

There is lot of time spent on creating dynamic email content for marketing your emails, so don’t let an ineffective subject line ruin your chances of getting them read. An innovative subject line will go a long way in increasing your open and click through rates.

Defining success of a subject line is another key question. Many marketers consider open rate as the most important metric to consider while rating a subject line, however focusing only on open rates for subject line tests would be a mistake. The overall objective of the campaign needs to be considered before making decisions based on the metric. The following metrics can be leveraged to define success of a subject line:

  • Open Rate: This metric is considered when the intention of campaigns is to raise awareness. Open rates is an ideal metric for maximising subscriber impressions. Unique opens indicates the overall reach of a campaign whereas total opens gives perspective on whether recipients are opening the email more than once.
  • Click Rate: Focus on click rate when the goal of the campaign is to drive traffic to the destination pages. Unique clicks indicates the recipient’s exposure to the website and landing pages whereas total clicks gives a good indication of how engaged the subscriber is.
  • Click to Open Rate: This metric determines whether the traffic coming into the email was qualified and engaged. High rates indicate that well qualified subscribers are engaged.
  • Conversion Rate: A high conversion rate for a subject line indicates driving high quality traffic to the website. Testing for conversion rate ensures the right subscribers are engaging with the email.

The Goal of all subject lines is to drive subscriber engagement, but one needs to also review metrics that indicates subscriber dissatisfaction. For example subject lines which drive more opens but also contribute in having a high number of unsubscribes may strain relations with both the subscribers and ISPs. These problems should be carefully reviewed to avoid long lasting and detrimental effects for email campaigns.

Jose Stevenson

Business Analyst

Kenscio Digital

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Training on the New & Improved Teradata DMC (Now Mapp Digital Marketing Platform)

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We invite you to an insightful training session with Ms. Sandra Curry on the latest aspects of eCircle. (Mapp Digital Marketing Platform)

Discover the latest features of Teradata DMC (Now Mapp Digital Marketing Platform) and learn how you can make the most of your Email Marketing Campaigns. The following topics will be covered:

  • Segmentation Builder
  • Automation Whiteboard
  • CMS (drag & drop)
Come, join us tomorrow at our Bangalore office from 10 am to 5 pm.
Venue: 4th Floor, Innovation, No. 101,
Amar Jyothi HBCS Layout
Domlur, Bangalore

 

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Unlocking the Potential of Effective Email Marketing

Unlocking the Potential of Effective Email Marketing

Email connects you to people. Whether you’re sending an email newsletter, a special offer or an invitation, email marketing deliver your message and help get your business humming! It communicates and build relationships with prospects, gather important data, and help boost marketing ROI.

To build, execute, and maintain effective email marketing, you must pay close attention to your audience, the message, and avoid the common trap of simply sending out self-promotional messages.

Email marketing succeeds massively in its business to business (B2B) and business to consumer (B2C) strategies, however approaching the two strategies are vastly different. How B2B is different from B2C email marketing, is a question discussed in most seminars, white papers and blogs.

Nobody ever signed a business deal or bought a car after reading one email. In simple terms, email is a way to promote all the benefits of your product or service so that buyers are well informed and comfortable with everything you have to offer.

B2B email marketing primarily informs, and builds interest, not sells directly. The key use of B2B email marketing is to generate suspects into prospects into sales. While, B2C email marketing need to deliver a message that encourages the customer to be quick to click. B2C email marketing are much shorter in duration and need to capture the customer’s interests very quickly.

In B2B emails, provide content that the recipient can use to influence group decisions. What’s the solution to their problem? Is your product, service, solution or offering right for them? Provide readiness and suitability assessments, bench strength demonstration, customer testimonials, some case studies, and relevant trends. Unlike B2B, B2C emails are more direct and focused. Although the relationship building aspect is just as important, the mindset is more immediate. Your audience already knows you’re out for a sell, so it’s up to you to not blow it. Employ strategies and tactics such as targeted offers and coupons, limited time deals, discounts, and/or vouchers to mobilize your target audience to buy, both online and offline (in store). They can however also be informative, especially to build the brand and enhance customer loyalty. Combine merchandising and education to keep customers coming back, by recognizing the importance of customer loyalty.

In a nutshell, the B2B buyer will make a decision based on how the product or service can increase profits and enhance productivity. Your marketing should involve activities that will help them realize the value of your products and services and how they will benefit their company.

A B2C buyer will make a decision based more on emotion, status, quality and comfort. Your marketing should focus on pricing, providing a fast, comfortable purchasing experience and building awareness about your products and services via repetition and consistency.

In both cases, knowing your audience is the ultimate key. Whether targeting a single prospect or a whole industry, working knowledge of their marketing preferences is essential, and comes with the added benefits of a focused message, fewer complaints and better overall results.

Your thoughts…

Tell us in the comments! We’d be happy to hear from you.

(Contributed by: Ambili K Pillai, Group Manager – Client Success, Managed Services, Kenscio Digital)

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