A lot of work goes into your email campaigns, from the brainstorming to the writing to the graphics. Sadly, many people on your mailing list won’t even see them because not enough thought went into one simple thing: your subject line.
If you haven’t signed up for Sidekick (a great email application that helps you organize and track your correspondences) I highly recommend it. This week, they are promoting research about email open rates and insight into why certain emails get opened and others don’t.
A few of the figures:
40% of emails are opened on mobile first – where the average mobile screen can only fit 4-7 words max.
33% of email recipients open email based on subject line alone.
Emails with “You” in the subject line were opened 5% less than those without.
Emails with “Free” in the subject line were opened 10% more than those without.
There’s a lot of helpful data here to help you craft better subject lines. It’s important, however, to track your usage over time and pay careful attention to your metrics. Also, don’t forget your content marketing strategy, because you want people to have something to read when they open the message.
For example, email subject lines with “Alert” get opened more often, but if you use the word “Alert” excessively in your campaign the word might get worn out with your audience. The Internet can grow wearing of things quickly. For example there’s 18.7% decrease in open rates when the word “newsletter” is used in subject lines, which probably has to do with the fact that it is not only obvious but has been used too much.
On the other hand, words like “Video,” which also gets a higher open rate, can be used freely, since they describe specifically the content in the email. Also, video is a much bigger draw than text, so video will always get people clicking.