Your average email open rate should be between 15-25%. And that’s the good one.
What?!?! You spend all that time, sweat, and tears on writing an email about your fantastic new product (service, launch, you name it) and ... and nobody opens it. It’s heartbreaking, to say the least.
But there is a way out.
And it starts with the subject.
1. Write a clear subject line. Those always work best. The line should explain in a few words what’s the email about. You can make it dead serious or inject some humor - it’s up to you.
2. But I like mixing things up and adding once in a while, something punchy and intriguing. I wrote an email sequence for a client of mine, a kids' apparel brand. They were launching a new collection called “Happy Days.” So, I crafted the subject for the first email: “Mark your calendar, the Happy Days are coming.” The opening rates were great. Customers didn’t know yet that the collection was called the Happy Days, and they were instantly intrigued. For another subject line, I used the prints of the collection: “The goose, the tractor and the rabbit.” Who will not be curious and not open an email to see what all those rabbits and tractors are about?
3. I get hooked when I receive emails with a hint or double meaning. e.g., “It’s getting personal” (jewelry personalization), “This is HUGE” (introduction of a new collection), “The French way to make love” (invitation to send postcards to the loved ones). Well, you got the idea.
4. Use brackets. They make your email stand out, especially when you put them around time-sensitive words (like alert, important, urgent) or words like a newsletter, special offer, sale, new in, launch, etc.
More tips in my next post. Meanwhile, comment below - do you often open non-personal emails (newsletters, announcements, promotions, etc.)?