There’s no question that email has remained one of the most viable and effective types of marketing tools that businesses can utilize online. It’s remained viable throughout decades, even as social media marketing gets more and more attention. But we’ve noticed that many who are using ecommerce email marketing software often don’t understand just how important each aspect of an email really is.
In particular, the subject line is one of the most absolutely vital aspects of any email you send. This is the first thing that any recipient will see, and often it even impacts whether or not the email client they’re using sorts the email into the spam folder where they’ll never see it again. When you consider the sheer volume of emails that are sent each day, it becomes clear that making compelling emails and email subject headings that get noticed is absolutely vital. Consider some of the following numbers pulled from a recent study:
- More than 205 billion emails are sent and received every day.
- On average, 93 emails are sent and received per person each day.
- 52% of people report feeling overwhelmed by all the emails they get.
Better Results Through Better Subject Lines
What those numbers translate to is this: It’s simple for your emails to vanish into the slush pile as recipients receive more and more marketing related emails. In fact, some email clients like Gmail now have their own tab dedicated to promotional email. But with good ecommerce email marketing software and an understanding of subject lines, you can often generate some significant results and ensure that your emails are actually being opened and read. Here are some of the key tips to remember.
- Stay personal. Using a name in an email often lets the recipient know that they’ve at least had some kind of interaction with your company and that it isn’t just an unsolicited message. When customers see their name in a subject line, they immediately think of your company and what kind of interaction they have had in the past. Without a name, it’s easy to assume they’re getting a spam message – even if they’ve shopped with you before.
- Don’t bury the lead. Let them know immediately what the message is about – right there in the subject line. Too many email subject lines include things like “Look Inside For A Special Offer” or something similar. Consumers don’t have the time to click past a teasing headline, and they have a harder time trusting them as well – it immediately comes across like a spam message when you use those terms. Include the info you want to get across in the subject line. For example, something like “Deborah, You Can Get 15% Off Anything In Your Wishlist With This Coupon Code” will let them know what you’re offering immediately and ensure better conversions.
- Don’t use scammy, spammy verbiage. Not only can this often lead to an automatic spam sorting by email clients, but users are less likely to open up a message. This also means avoiding using images, colors, and other similar things in a subject line. Most scam emails include flashing emoticons, different colors, and even things like periods between each word. Dive into your own spam folder for a few minutes and take a look at some of the subject lines there. You’ll likely see the same terminology and tricks used over and over again. The key is to stand out from these and actually let them know that you’re a legitimate business offering them a great deal on products they care about having.
- Proofread. One thing that makes users quickly distrust an email is grammatical and spelling errors. Not only do mistakes make your emails seem like they’re from a spammer or scammer, but it can also reduce the overall level of professionalism that you exhibit. This means that you aren’t going to be taken as seriously as you should be. Simply put, be sure your subject lines are flawless. It’s worth taking the time to do.
- Create a sense of urgency immediately. When you include some terms mentioning a limited time offer or a coupon code that will expire in 24 hours, it can often help them open up the email just to see the specifics of your offer. That sense of urgency can have a big influence on your success at getting emails opened and read instead of discarded.
- Use personalized product recommendations. Mention something in their wishlist or an item they looked at on your store. Instead of sending out a blanket email offering everyone a summer dress, doesn’t it make more sense to send people suggestions based on their unique style? This has two effects – one, it lets them know that you really do care about them as an individual since you’re taking the effort to let them know about something they actually care about. Two, it helps remind them of different items they were interested in that they may now be ready to purchase. This can help them check out the email for more information.
All in all, using the right ecommerce email marketing software can have a tremendous impact on your success at email marketing and remarketing. And getting the perfect subject line crafted is vital as well. There’s more to it than many realize, and taking the time to consider each word that you add to the subject line is important. From spam folder sorting to whether or not the recipient opens the email, it has a big impact on your email marketing efforts.
Our solutions can help you improve email conversions easily and make it easier to get each email you send opened instead of tossed into the trash. If you’re ready to start getting better email marketing results and see your bottom line improve as a result, it’s time to look at your emails more closely. Contact our team to find out more about our software and what it can do for you.
