In recent news, millions of records containing personal information were made available to the public in a sizable data leak, providing potential scammers with plenty of information to utilize in their schemes. These records were all part of a 53 GB database that was available for purchase from Dun & Bradstreet, a business service firm.
It’s safe to say that nobody enjoys their email inbox getting clogged with messages. Unfortunately, communicating by email is a standard part of doing business. Of course, in order for these emails to communicate their message, they must first pique the interest of the recipient enough to be opened. Here is a guide to crafting email subject lines that get readers to open them.
Depending on your audience and context of the email, there are a few different approaches to take. One rule to go by is to keep your subject lines as relatable and personable as possible.
According to Unbounce, a message with the subject line, “Steve, where are you?” achieved a 43 percent open rate, compared to a Mailchimp report citing the industry average to be 24 percent. This is due to both the personalization of the subject line, as well as the perception that, by not reading the email, the recipient will miss out in some way.
Another excellent method to reach an email subscriber is to include some detail about their recent activity with you. Asking them in the subject line what their follow-up experience has been like makes your message appear to be completely customized to them (and not spam). For example, if someone ordered a new product or service from your website, asking them how their experience with it has been can provide a personal connection, and can encourage them to take advantage of your business further.
Offering a special benefit or advantage to reading the email can inspire a great open rate as well. If your email offers to teach your audience some trick or surprising fact, the recipient will receive an instant benefit for opening your message and could quite possibly be convinced to take any action you suggest to gain further benefits.
When an email is used to convey some bad news to the reader, it is best to be honest and authoritative. If a service is experiencing issues, let them know about these problems, as well as the actions you plan to take to resolve them.
Ultimately, each message needs to be tailored to fit the expectations of the intended recipient. Communication is not a one-size-fits-all venture, and if users suspect that you’re not being genuine with them, they will push your message to the back-burner, or perhaps even to the spam folder.
This tailored approach, of course, begins at the subject line. With proper crafting and care, you can hook in your recipient and improve the odds of them actually reading your message and responding promptly.
What are some tips and tricks you use to personalize your emails? Let us know in the comments.
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