Stand out in an inbox full of offers: the subject of the email
Often when preparing a newsletter or a promotional message, all the energy is focused on the body of the email: captivating texts, well-crafted images, strategically placed calls to action. Finally, before sending, a few hasty moments are spent composing the subject. But this means not giving importance to one of the most important elements for the success of your email lead nurturing campaign. The subject is the first thing the recipient of the email comes into contact with . If it is not able to intrigue and stimulate the user to open the email, the efforts to create good content will have been in vain: it will never be read. Let's look at some techniques below to write a subject that can make your email stand out among the hundreds that each person receives every day.
Email Lead Nurturing: Words That Work
There's no denying it: some words are more effective than others at attracting attention and sparking the user's interest, prompting them to click to open that email. But which ones?
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There is no “magic recipe”, but with data in hand, we can say that there are some terms that generally manage to obtain a good response. Some examples?
Free , free;
Terms that convey the need to hurry so as not to miss a limited-time offer : last chance, hurry, today only, expires tomorrow… In the B2B sector, it has been shown that the use of these words can determine the increase in the email opening rate of up to 51% . But be careful with more forceful terms, such as “urgent”, which almost conveys a sense of emergency and ends up clashing with the promotional intent of the message.
New : New things are popular: in the B2B sector, an increase (up to 17%) in the opening rate of emails, newsletters or promos containing this term has been observed.
Character Count: Keep It Minimal or Overdo It?
How long should an email subject be? If the goal of your email lead estonia whatsapp number data 5 million nurturing strategy is to stand out from all the other communications in your inbox , the winning move is to distance yourself as much as possible from the average. Based on the data collected in the study presented, we can say that the following can work well:
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Short Email Subjects : Let's look at the image. At first glance, where does the eye fall? In the B2B sector, there was a +27% in the opening rate for those emails with a subject composed of less than 20 characters.
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Long email subjects : Apple is the one to lead the way here. Do subjects over 65 characters work? It would seem so: in the B2B sector, an increase in email opening rates of 15% has been observed.
Email Lead Nurturing: When is the Best Time to Send?
Scheduling your emails: what are the best days? How many communications to send in a given period? How far apart should the first email be from the next?
Day of the week
As regards the choice of days of the week to send promotions, it has been observed that in the last period particularly interesting opening rates have been recorded at the beginning of the week , with a curve that goes down as the weekend approaches.
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Frequency
And how often should we schedule mailings when we set up an email lead nurturing strategy? The results presented during the meeting show how in the last period (still marked by the Covid-19 pandemic) the number of users who actively use their mailbox has grown, and how the opening and response rates to messages have increased. If previously, to propose an offer, at most a couple of emails were used, now marketers have realized that at this moment the public is willing to receive and "consume" more of them. Not only by increasing the number of promotional communications relating to the same offer, but also by decreasing the time interval between one mailing and another , decidedly positive response rates are obtained (in the B2B sector +24% compared to the traditional mailing pattern).
