Email Marketing: 6 Ways to Increase Your Open Rate

Email Marketing: 6 Ways to Increase Your Open Rate

Email marketing can be a cost-effective, relevant way of communicating with your customers (even when they’re not ready to make a purchase). However, many brands aren’t seeing significant returns on their email marketing investment because they’re struggling to make it past the first hurdle… The subject line.

This is the first thing a user sees and the decision whether to open an email or not is based 50% on the brand and 50% on the subject line, so it is a costly mistake to not write an engaging hook.

To help make sure you’re writing enticing subject lines, we recommend following the trusty rule of 6…

Rule 1: Straight to the point

The first (and most important thing!) when writing a subject line is to keep it simple.

Campaign Monitor suggests that the optimum subject line length is 41 characters as this amount comfortably displays text on a mobile phone screen. In 2021, 85% of users now check their emails on their mobile phone, therefore the subject line needs to fit on the screen in its entirety.

When needing to write concise subject lines, an obvious solution is to use emojis to better communicate your point… Whilst using emojis won’t automatically land your email in a spam folder, you must ask yourself, is it in keeping with your brand’s identity? If yes, then include one! But steer away from using them if it will be out of character.

Additionally, in recent months, email subject lines containing emojis have jumped more than 7000%. So we suggest not relying on an emoji to increase your open rate, use them strategically and consider the remaining 4 rules too.

Rule 2: The verb formula

When writing a subject line, try using a verb that describes what the user can expect to do when they read your email.

For example, if this article was an email, our subject line would have been “Learn how to write effective subject lines”. It is clear, to the point and you know exactly what to expect.

It’s good practice to write subject lines which have credibility and substance, as without this the subject line can look like spam. And in today’s society, 69% of people will report an email as spam based on the subject line alone. So avoid exhausted, clickbait-style subject lines at all costs. Instead, ensure your email makes it to the respondent’s inbox by keeping it clear and concise.

Rule 3: The proof

When marketing, you have to have a comprehensive understanding of customer psychology. But to save you time, we have one sure-fire tip that never fails: use social proof.

Social proof is a psychological phenomenon where people will follow the actions of the masses. As buyers, we constantly look for reassurance by looking at the review section, heading to TripAdvisor or asking our peers if they have bought from a certain website before. So, reassure your audience from the start of their journey! Introduce a statistic or a metric that they couldn’t possibly say no to.

Rule 4: The killer question

There are two ways that you can use a question within a subject line. The first of which is by asking a question that will stir curiosity and intrigue the recipient. Such as “Has this happened to you too?” This will have your reader questioning what you are referring to, encouraging them to open the email.

Alternatively, you can use a subject line that will spark debate. To do this, phrase your subject line as a question that you know your audience will have an opinion on. This will solicit a reaction and persuade them to open the email. But tread carefully as you don’t want to alienate your audience. An example of this is, “Is WFH here to stay?” It’s thought-provoking, relatable and it isn’t going to polarise the recipient.

Rule 5: Urgency

Subject lines which have a sense of urgency are arguably the most powerful of all as it presents a scarcity complex which encourages the reader to take immediate action.

That being said, they are also the riskiest to use…

Email’s spam filters are now incredibly sophisticated, they improve the user’s experience by automatically sorting through spam messages but simultaneously, they present a difficult challenge to marketers. You must now avoid certain words that will trigger the spam filter to make sure your email is not heading straight for the recipient’s junk inbox.

Fortunately, HubSpot has a helpful guide of email spam words to avoid, making sure your subject lines will not be classed as spam.

Rule 6: Surprise

If you have an exciting development or shocking statistic, now is the time to use a surprising subject line!

However, there is a fine line between a surprise and clickbait so, as with all your marketing efforts, you need to make sure that your email header isn’t misleading. Deliver the surprise responsibly by including more information about the surprise in the email’s body text.

How 10X can help…

 And there you go! No matter what your business type or who your target audience is, these 6 rules will help you write email subject lines that will engage your audience.

And if you need support writing marketing emails or pulling together an email marketing strategy, reach out to the 10X Marketing team to find out how we can help.

As content marketing specialists, we will help you nurture prospect leads into valued customers with a highly targeted email marketing strategy. Find out more here.

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