Email marketing is often the nudge towards your brand’s meatier content elsewhere. But before optimising your click-through rates (which show the percentage of readers that follow hyperlinks) an obvious first stop is to make sure the email is opened by as many recipients as possible.
Enticing readers past the subject line is both a skill and a science. Data tells us that including numbers in the subject line leads to an ‘open and reply rate’ of over 50%, which appears to be a good figure by most email marketing standards. Personalised subject lines are also a recommended option, with multichannel retailers reporting they drive a 37% increase in unique open rates.
The skill is in understanding who your customer is and the context they’re in, because what works for one business may not work for another. Marketers should put themselves in the client’s shoes: will they be opening the email on their mobile or desktop? What do they do during the week and when are they most likely to be receptive to receiving an email? How much is too much communication? Are you using a tone of voice that resonates with both the reader and your brand values? The ability to send a message direct to your customer’s inbox is a privilege: make sure you use it wisely.