Subject Lines That Get Your Email Marketing Read
It’s no surprise to anyone that our inboxes are absolutely overflowing. In fact, a lot of us have more than one email address (I have 5 now that I think about it!) and trying to keep up with the barrage of emails can be overwhelming. With so much vying for our attention, marketing emails often get overlooked (aka – ignored) by consumers because the subject lines simply aren’t compelling enough to make someone want to open it. Subject lines act as your first impression and need to be compelling in order to catch consumers’ attention. So let’s take a look at some subject line keywords that work!
Open rate is the metric email marketers use to determine what percentage of people who you sent a specific email to actually opened it. Constant Contact, a direct email service, reports that for retail companies the open rate is 18.01% whereas for restaurants, bars, and caterers, the average open rate is at 19.02%.
British marketing firm Adestra, was interested in learning how companies could increase those open rates and conducted research on more than 2.2 billion emails to see who certain keywords performed with consumers. They found that words like Alert, New, Sale, and Free Delivery helped catch people’s attention and got them to open up emails. But beware, if your email content didn’t line up with your subject line, some of those keywords (like Free Delivery!) could get folks unsubscribing from you in a blink of an eye or, in this case, in a click of the mouse.
The following chart, by Adestra, shows the effectiveness of specific keywords in email subject lines. To read the chart, Open Rate in the third column refers to how many people see your email in their inbox, read the subject line, and actually open up your email. Click rate is how many people click on a link within your email, presumably a link that is a call to action and takes them to your site, your offer, etc. The Click to Open Rate (sometimes referred to as CTOR) is a combination of those first two metrics and is really look for how many people opened your email and then clicked on a link. In all of those first metrics you ideally want to be looking for a positive variance versus average and the numbers to be green. The Unsubscribe rate is, as it sounds, a percentage of people who received your email and, after opening it, unsubscribed from your list. This is one number you want to be as low as possible – ideally negative even! – as the higher the number the more people who are unsubscribing.