With email being a Push Channel, we benefit from being able to send messages at appropriate times in the consumer’s lifecycle – we don’t have to wait for them to come to us. One of the positive outcomes of this is that more often than not, email is one of the main drivers of traffic to your website and the subject line plays a very important role in this.
According the DMA’s Email Tracking Report 2014, 3 out of every 4 recipients will at least occasionally read the subject line and then delete the unopened email. 2 out of 5 do this regularly. The subject line is powerful, even if they’ve deleted the email, more often than not, they’ve read the subject line before doing so and this will have an impact when in a couple of weeks, they remember your subject line and go to your website.
Another benefit is the branding exposure we receive from sending emails. This is called the Nudge Effect, first identified in email use, by my good friend Dela Quist. The success of an email doesn’t always end with a click. Email pushes the consumer to other channels directly and it often begins and ends with the subject line.
If you’ve carefully crafted the subject line it may drive them to other channels as the DMA report discovered; 35% go to the website via another route ; 30% go to a shop; 15% visit a comparison website and very interestingly, 45% will save an email for later and 38% will bear information in mind for later.
So if you’re looking to increase conversions from your email marketing, a great place to start is with your email Subject Line. If you wait until you're ready to press send before you hastily throw together an ill-considered subject line, you're not alone.
Which is why cloud.IQ in partnership with Smart Insights, created a helpful guide, all about subject lines. To ensure we give the email the best chance possible to be actioned, the first step is to craft an effective subject line.
Aimed at e-commerce and marketing professionals, this guide is jam-packed full of invaluable tips, practical advice. You will learn the secret to writing subject lines that not only grab your customers attention, but also increase online conversions. Containing great examples from many brands - it aims to revolutionise the way you write subject lines.
Download the Subject Line Guide now and find out how to craft compelling subject lines