If you aren’t satisfied with the number of customers opening your emails, it may be time to take a look at your subject line strategy and rethink your approach.
According to DigitalMarketer, successful email subject lines incorporate a “value-first strategy.” That means retailers can’t prioritize promotions (e.g. sales) too highly over content (e.g. timely info on trends or décor related to flowers): “If your customers aren’t getting value, they aren’t opening your emails and you’re missing tons of sales and relationship-building opportunities.
Here are a few tips from the website on how to strengthen subject lines and incorporate more variety.
Make ’em curious. “Curiosity-based … pique the interest of subscribers without giving away too much information, leading to higher opens.” Example: “Our gift to you…” Careful now: “Curiosity-based subject lines can get old fast and are the most likely to miss their mark.”
Make ’em act. “Subject lines that communicate urgency and scarcity tell readers they must act now,” according to the site. “This is the most powerful type of subject line you have at your disposal.” Example: “These won’t last long…” Careful now: “Too many of these can lead to list exhaustion so use sparingly and, of course, only when there is truly a deadline, limited quantity or limited availability.”
Make ’em feel. “Sometimes you just need to thank your subscribers or send them a holiday greeting” or remind them of your local roots or nonprofit partnerships. Example: “Join us in congratulating…” Careful now: “Don’t forget to remind your list about the person or people behind your products… Telling a story, or at least teasing the beginning of one, in your subject line is a unique way to highlight a benefit and get the open rate you’re looking for.”
