e-mail marketing optimization build strong headlines

Rules for drafting headings:

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1, is to inform rather than sell

The best title tells the Subscriber what the message is, and the worst title tries to sell the product via email. Don't let your headline read like an ad. The heavier the business flavour in the title, the less likely the message will be opened.

2, transposition thinking: As a customer, not marketers

Your email reader is only interested in one thing: what does the email offer them? When you write an email, think about it, write something that is relevant to the reader's interests, and do not capitalize on the content you are related to. If you want them to take the time to read your emails, think about why they read them. Then write them emails as if you were explaining the reasons for reading to them. Then your title will be better.

3. Do not use the surname and name in the title

Personalization is important for e-mail content, but it does not apply to headings. Spammers will steal names on the internet, and they know all their names and email addresses, so they add names to the title, such as "Arthur Sweetser: This is a service for you." But the recipient was also smart, and he could see if the email was spam.

If you add a name to the title, you may be treated as a spam sender. A study by Mailermailer in 2008 showed that messages with personalized headers were nearly as effective as those with no personalized headers. The message opening rate with personalized headers is 12.4%, and the click Rate is 1.7%; no personalized headers for the message open rates are 13.5%, the CTR is 2.7%. However, even if a name should not be used in the title, the location (such as the city name) can indeed raise the opening rate.

4. Use the name of the company in the title

Many studies have shown that putting the company name on the person's line and header row increases the opening rate. Jupiterresearch research company found that adding a company name to the title would increase the opening rate from 32% to 60%, far exceeding the title of not adding names.

5. Identify

One of the most important reasons people open your emails is because they recognize you. There are two scenarios: they know the sender and think the information they received in the past is valuable; and, of course, they've opened your mail before, but they found it was a waste of time, so they deleted the message.

Whether or not the sent message can be opened depends on the reputation of your company and the quality of your previous emails. Your title should, to some extent, encompass both aspects of recognition. This recognition is important, and no matter what title you use, it usually produces the same opening rate. If the recipient has the best experience when dealing with your email, they will not hesitate to open your email.

6, don't forget the things you promised

We recommend that when new subscribers subscribe, you send them an email sample. As time goes on, your emails can change, you are learning how to be effective, and how to achieve better results. You may gradually forget what you promised. At the same time, your standard sign-up page will always show new subscribers the crap you won't use anymore. Make sure that your link is the latest version of the email so that new subscribers will be able to learn the content of the message they are about to receive. If you change the content, add a small paragraph somewhere to tell the reader what's changed in the email and how you listen to the reader and use their opinions.

7. Test several times before first sending

Which title achieves the best results? Your readers will tell you-they will tell you in their response. That's why you have to have a test plan. It is most difficult to identify which title is the best in several headings. In fact, few email experts can accurately guess which title gets the highest opening rate. Marketing Sherpa reported that 70% of mail senders regularly test titles.

Come up with two or three good headings to introduce your email content. Suppose you were going to email 1 million subscribers next week, which title works best? If conditions permit, send each title to the thousands of subscribers you plan. See which title works best. You may find that there is a big difference between the headings that may represent the difference between tens of thousands of of dollars in earnings. e-mail is so cheap and fast that such tests are possible.

Archiving is an important factor in success or failure, and if you don't keep track of it, you'll make the same mistakes again and again. And, you will forget what to do to achieve the desired effect.

8. Send email to yourself

Once you have identified the title, send it to yourself before it is officially sent. Does it attract your attention? Does it stand out from the other emails in your inbox? Does it look interesting and worth opening? Does it look like junk mail? Most of the time, the mail in the Inbox and the mail in the storyboard look different.

9. Test all the results

Do not test headings with open rates alone. Sometimes, a very low rate of open mail will have a very high conversion rate. There may be a lot of people who are not interested in your information, but a group that is interested in it will open, click, and buy it. If you understand this, you will subdivide the masses, send messages to those who open the mail, and give other information to the rest of the people.

10, do not use a fixed group to test the title

Having a fixed group is expensive, and according to our experience, testing them does not work well for the typical group. Create a record that puts your previously good and bad headings in, record headings, open rates, click-through, download rates, and conversion rates, and check those data frequently.

11. Avoid using the same title repeatedly

If a title before the effect is good, it does not mean that the current effect or the situation has always been changed. If you reuse the same title for the same group, don't expect to get good results. Because messages usually stay in the subscriber's inbox for several days, using the same title for two different messages will make them deleted faster.

If you send emails every week or every month and use the same headlines all the time, you can make your readers feel tired. If your competitor notices that you use the same title repeatedly, they will assume that the title is successful and imitate it. In that case, you are competing with yourself.

12. Avoid using specific words

Never use uppercase letters in headings or exclamation marks. As long as your content is authentic and does not look like spam, most customers will respond. Junk words like "tax-free" and "sex" must be excluded. But some words that are not on the list of junk words can also greatly reduce the response rate of the headline, such as "Help", "discount" and "Reminder payment."

13, do not use the newsletter issue or version number

Dispute issues or version numbers have no effect on the reader, and it does not explain any information about the content of the message. It's better to use that space to tell the reader what's new in the Mail.

14, occasionally use the cut-off date to do the experiment

You can also use an emergency or expiration date in some emails. For example, in the Monday mail, "There are 5 days left", and then in the Thursday Mail, then write "only 24 hours left." There are no problems with these headings, but don't make the habit of using deadlines. Subscribers will soon be bored by senders who always make them breathless.

From the successful Email Marketing strategies from hunting to farming, edit: Gu Juan, Sun Huan. This article will be included in the "E-mail Marketing-network business Success" expected publication date December 2009