The Importance of Using the Right Subject Line to Grab Reader's AttentionThe world of email marketing has changed from what it used to be. The subject line is one of the most valuable tools for optimizing your marketing campaigns. Studies have shown email subject lines can raise conversion rates by 25-35%, and those numbers are conservative.
A subject line can entice readers to click, sometimes even if they aren't initially interested in the offer. It is a way to begin the process of wooing them and create that conversion. Let's dive into this topic to assess why the subject line is important in the short and long-term.
Helps Email Gain Prominence
The main advantage of a subject line is how it has to do with helping the email to stand out. In our technologically based society, inboxes are often crowded with emails, sometimes numbering into the hundreds each day. With that many emails, it is virtually impossible for a person to read each one. Instead, they often glance through subject lines, looking for whats important or what is interesting, and those are the messages that take priority. Anything else is simply sent to the trash for quick disposal. This is why there is nothing more important than having your email stand out among everything else in the recipient's inbox.
The goal is to personalize within the subject line. It really needs to feel like you have gone out of your way to message that individual, as opposed to sending out a bulk mailing to two thousand subscribers. The days of group emails are long gone where you could send out a generic option and hope for the best. Those don't convert as well.
People have become desensitized to those subject lines and rightly so because they see them all the time. You have to stand out and that is where personalization comes into play. You can use their name or "you" in the subject line to increase the conversion rate. Names are always preferable, but make sure you re using the right name or your mailing is going to look suspicious and possibly even like spam.