Email Marketing: 18 title modes to please users

What makes you really want, think without hesitation, open an email? E-mail Thousands, any enterprise that carries out mail marketing may be your competitor, then the question comes, how to kill the thousand objects in seconds? The pressure is great, but the method is not. Webpower, the world's leading multi-channel, intelligent Marketing Service agency, introduces you to some universally adaptable strategies that, regardless of your industry, will help your email titles delight users and increase the click-through rate of messages.

1. Affinity and friendly communication

"Uh-oh, your prescription is expiring", this kind of mail people often see, is applied in product promotion, coupons and so on is about to expire, send users relevant reminders email, accelerate user conversion. American glasses Electric Merchandise brand Warby Parker is loved for its variety of business innovations, such as market, design, service and logistics, and it has two points worth learning, one of which is to choose the right time frame to fit the object, such as promoting durable goods that are sent two weeks in advance instead of two days. The second is the correct tone. The language of the title is as friendly and cordial as possible, rather than letting the user feel compelled and tempted to sell.

2. Make people laugh

The first part of Groupon's message, titled "Best of Groupon:the Deals, ' Make Us Proud (unlike we nephew, Steve)", looks like a typical Groupon theme. The content behind the brackets, unexpectedly, makes people laugh. Plum Web Mail title with the help of the stock hot spot: "The stock market is green to this, but also let me do the copy?" Do not say, after writing on the top floor ", also let a person smile. Let the marketing become instant humorous fun, win the user favor, but to achieve the appropriate scale.

3. Personalized and considerate

In e-mail marketing, the increased user engagement rate for personalization is obvious, according to research by Webpower, the world's leading multi-channel, intelligent Marketing Service provider, personalized e-mail messages tailored to individual users, including the recipient's name and other personalized information in the email header, Can attract users more open click-through rate, if the brand to users to send mail before the user must be sent to send a license, the brand and the user has a trust relationship, otherwise personalization will make users creepy, alert and hostile. Rent "Happy Birthday xx-surprise inside!" The message is a typical birthday care message that adds the user's name and address to the title.

4. Influential things

Barack Obama: "Hey", suddenly a similar mail into your inbox, you will be curious to open to see it? The e-mail is said to have been a major success for Mr Obama's entire reelection campaign. In the message header, the impulse to use the user's respect, appreciation, or user-familiar things can affect the user's ability to open the message.

5. Reverse Psychology

When you are told not to, can't, not allow to do something, what kind of psychology do you have? Being asked not to do can actually produce the opposite effect-you want to do it now. such as "*don ' t open this email*" kind of message header is simple and effective, makes people curious enough to open your mail. But do not, the user opens the mail, really can get valuable content.

6. Identity symbol

People like the sense of self-identity, the industry they work in, their favorite style of dress, and even the color of hair and so on a small preference, may become the symbol they advertise themselves. Fashion news website Refinery29 sent a message to the user titled "The Broke Girl's guide to a luxury vacation", so that users who thought broke girl immediately found a sense of belonging, plus the title "Luxury Vacation "The impact of the moment caught those who want to cheap to find quality holiday service users gaze. Don't complain that you can't find the people who claim to be broke girl category, at present, enterprises can rely on webpower such intelligent technology and products, marketing institutions, through the system analysis of user history purchase behavior and some basic attributes, you can find in the huge mailing list of the type of people you targeted, Never forget that everyone has a recognized symbol of their own.

7. Thinking in terms of change

"What Can you afford?" Do you have any thoughts on the title of this email? Every time, our email is to tell the user, what products and services do we have? But what do users need? From the user's point of view, the opposite, may bring surprise effect.

8. Relevance and metaphor

Uncommongoods is a creative gift provider, "As you Wish" is its application in an email title, from the Semantics, "as You Wish" is "so Willing", from the pop culture point of view, "As you Wish" is also the film "Princess Bride" classic lines, The use of this sentence in the mail header indicates the relevance of the content of the message, but also skillfully borrowed the literal meaning of the classic lines of the sentence to give users a special curiosity. What is it that I want? Believe that every user who receives this email has their own expectations and answers, and will not hesitate to open the mail to explore it!

9. Use of Customer Certifications

"What is our customers saying?" is a good email title for prospective customers, and the main content of e-Mail can introduce the best case studies containing a range of businesses, helping users to further transform. In addition, from the customer's point of view, to send users "what is your customers saying?", but also to arouse the attention of users, users concerned about your practical role in the case, more concerned about the needs of their customers.

10. Just a good time

Imagine that when you get off work, you just get a new product recommendation from a gourmet restaurant, and when you need to change your home, such as toothbrush, toothpaste and other cyclical consumables, timely receive information about these items, you will open the mail or immediately place the order? Eater Boston sends a message titled "Where to Drink Beer right now" before the end of the day, allowing the user to have a chat with friends after work and relax. For your own e-mail, think about the impact that sending time has on users. Even if the same message is sent at different points in time, different message headers will get a difference in the interactive effect.

11. Leverage user-created content

Ticket company Ticketmaster after the user has left for a period of time, sent to the user a message titled "Read Your Review for John Mulaney", the user's own comments to capture the user's view, to attract users back. Everyone is more concerned about what they create than others, and you may be bothered to browse through your own published comments or see if someone is watching and responding to you. In short, remember that everyone will devote more to their own events, then use it.

12. Everyone has lost his phobia.

JetBlue Airways (JetBlue) is a low-cost airline in the United States, which sent a mail titled "You ' re missing off on points." The message, caught the user is afraid of losing psychology. This psychological strategy is often applied in marketing and can be used in e-mails. Before sending a message to a user, you need to find your own value point to the user, save time and money, or provide security and convenience, so that the message tells the user what they are missing.

13. Human beings are inherently afraid of making mistakes

No matter how humble people are, they do not like to do wrong things. Human nature is afraid to make mistakes, do not want to look stupid and stupid, so in the subject line use the user this psychological sentiment, do some of the merits of the content, not only to attract user attention, but also make your content more valuable to users. Starting with the e-mail subscription service, Thrillist, who has developed into a well-known e-commerce website for Men's life services, has used the title "Do not Commit these Instagram atrocities" in the mail.

14. Make content lively and interesting

Web Bookmark Button Aggregation site AddThis's message title "Gobble" is the word "Engagement Tips to gobble over Thanksgiving", making content pun and festive, more lively and interesting than straightforward descriptions. In our Chinese environment, the meaning of language is more profound, the use of polysemy and the conditions of the words, the intention to make statements with the dual meaning, can make language expression implicit, humorous, and can deepen the semantics, give people with deep impression. If you are worried about being too pun or misused, you can study and discuss it in advance and try to avoid touching sensitive points.

15. Sincere and Frank have the responsibility

"Buffer has been hacked-here was what's going on", before that buffer was just hacked, which is almost every tech company's nightmare, as evidenced by the Ctrip event this year. The message was that after the attack, the message's headline was concise and straightforward, and communicated a further response plan, with calm and reasonable wording, and a good response to the crisis. In a crisis, people not only want to see you take this situation seriously, but also want you to act responsibly.

16. Speak in the user's language

For people who are the target audience for the mobile internet age, perhaps only one exclamation point title is better than a dozens of-word title. Why? The user is familiar with this symbol and is widely used, it is easy to arouse the attention of the resonance. In addition, the exclamation mark is also the echo of the content sent. This is a good example of understanding the user, such as the spring air sent by the mail "Spring Airlines list" 12 Horoscope travel consumption rankings, is about-in the mail, to be good at using the language that fits the user's characteristics and preferences, whether the language is a network vocabulary, punctuation or special symbols.

17. Customize the sense of exclusivity

"Congratulations xx (user name)!" You can enjoy half-price secret benefits ", this is the world's largest online travel company Expedia has pushed a large number of promotional mail, Expedia in the promotional email title, not only the promotion as a selling point, for the establishment of a sense of loyalty, so that the users receive mail to feel the real value of the mail, such as" preview benefits | Leave an additional 1st to XX ", the same for users to establish a personalized, exclusive sense, but the title provided in the promise, must be in the mail content to be cashed, if you can customize the personalized experience for mail channel users, it is even better.

18. Find other charms to promote the title

The combination of the subject line and the preview text can complement each other and create a friendly and powerful dialogue. The more typical representative is the Daily Mail of the United States News aggregation website BuzzFeed, with distinctive characteristics of the mail title, such as Huh?; Time is A Flat Circle; Life is ruff and so on, plus extra space to use preview text to delight users and add more space to entice users to open messages.

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Email Marketing: 18 title modes to please users