Email is, or should be, in the arsenal of every marketing department’s tool kit. It’s cost-effective, allows you to engage on a personalised level and is effective at driving sales and revenue; when done correctly. In this post, we discuss how to write the best email subject lines that receive the highest open rates. Be warned, it’s not what you’d expect!
There are many facets to email marketing – list hygiene, segmentation, copy writing and IP health just to name a few, but many ignore the subject line. A vital piece to the puzzle, an email subject line is like what a headline is to a landing page. It’s the hook to get the user to read more, engaged or transact. Understanding how to write catchy but effective subject lines can increase open rates exponentially and drive a river of additional revenue.
Can a catchy email subject line really increase open-rates?
Ensuring email lists are clean, bounce rates are low and average open rates are high is hard work. It’s technical, time consuming and unforgiving if you get it wrong. But many mailers still commit the biggest sin – ignoring subject line best practice and not testing enough. The table below reveals which keywords had the highest open rates when used in the subject line. Take this data and test, test, test. Observe, learn.
Summary of findings:
Emails with the word “alert” in their subject lines have a 38.1% higher than average open rate and 61.8% higher click rate, according to a recent study by British marketing firm Adestra.
The keywords “bulletin” (+15.8%, +12.7%) also performed very well in the email campaigns analysed.
On the other hand, “report” (-23.7% average lower open rate, -54.8% click rate), “learn” (-35.5%, -60.8%), and “book” (-4.6%, -25.4%) had a negative effect. “Newsletter” showed a marginal effect on open rates (+0.7%), but had an adverse effect on click rates (-18.7%.)