Memorial Day is around the corner, summer trips are being planned, and it is almost time to plant your garden and dive in to refreshing your landscape. The months leading up to summer open up many opportunities for businesses in industries related to home & garden, HVAC, travel, real estate, home improvement, and children’s activities and entertainment. With Memorial Day being the unofficial kickoff of summer and a huge sale weekend, how do you push one final promotion of your products or services to edge out the competition? By adding in a targeted email campaign.
Email marketing has come a long way from mass sends to your database. Now marketers use CRMs to generate an exact target audience to send customized emails to. Consumers receive a plethora of emails each day, so how do you make your business email stand out so that your recipients open it? It starts with the first impression, the subject line…
People typically scan their emails quickly, so subject lines that are long winded do not attract attention. If the subject line is lengthy, some of the words can be cut short, especially on mobile devices. With an increase in open rates being on mobile it is wise to keep your subject between 4-7 words to avoid the end being cut off.
Have a Strong Call to Action
Think about the end goal of the email. Do you want consumers to make a purchase, register for an event, or create foot traffic? Using words like “Shop Now”, “Register Now”, or “Starting Tomorrow” helps create a sense of urgency.
Use the Offer
If you are having a sale include the offer in the title like “15% off for you” or “Buy now and receive 15% off”. Just make sure you avoid words like “free”, “clearance”, or “sale” which tend to make the title sound spammy. Using spam like words decreases your open rate.
Get Personal and Make People Feel Special
If you are using your CRM to send emails to your database, customize emails using the customer name. If not, find other ways to personalize the email like including the location or using the word “You” or “Exclusive” to make the email sound like it was crafted just for that customer.
Not too long ago, businesses were advised not to put emojis in the subject line. Now, using emojis in the subject gives the email some expression and helps make it stand out. According to Experian, 56% of brands using emojis have seen a higher open rate. But remember that there is a time and a place for emojis, not all emails are meant for them.
Your subject doesn’t want to give away what is inside the email, it wants to draw the recipients in to open your email and to learn more. Once a potential consumer has opened your email you want to make sure the body is engaging, provides the necessary details, and if a coupon code is provided that it is accessible and easy to use.
Email is a great product to create a sense of urgency to promote one final sales push. Taking the time to create a well thought out subject line that grabs recipients’ attention is key to helping employ a successful email campaign.