An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don’t read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader’s attention.
Use Preview Text to Support Your Subject Line
In most email programs, users can see the subject line and the first line of text. Use that preview text to your advantage by mentioning supporting details or placing an extra perk to get customers to open the email. Don’t repeat information from the subject line in your preview text. The subject line should be positive and specific. Tell, don’t ask. Assume that your reader is interested in your email. Follow through in the preview text.
Include Visual Elements
Emojis can now be included in email subject lines. These elements can add pop to your email, provided you use them judiciously. You should come up with brand guidelines for using emojis in email, because they may or may not fit your business. Don’t use emojis to replace words. Think of emojis more like interjections or dividers. Because emojis can come across inconsistently on different platforms, stick to basic emojis that are rendered similarly.
Personalize Emails When You Can
Many emails are sent automatically. Users can easily dismiss these messages without ever opening them. If you want your reader to open an email, you need to let them know why they are receiving it. Give the reader context for the email so it doesn’t go in the trash. It’s important to make a connection with the reader through your communication.
Consider Who is Reading the Email
No, we’re not referring to family-friendly themes. Voice-assistants, such as Siri and Alexa, are becoming more popular. Remember to think about how a subject line sounds when it is read out loud. Parentheses, quotations, and creative spellings can trip up screen readers. Consider inclusivity and accessibility when creating subject lines.
Subject Line Writing Trends Evolve
We’ve seen consumer behaviour dramatically change in 2020 due to the pandemic. Keeping up with marketing and email trends to make your emails relevant can keep your subscribers opening your email and engaging with your content. Your email subject lines can’t sound like spam or clickbait. Emails should be consistent with your brand. Regardless of trends in email marketing, the goal of email remains the same – to get your audience to take timely, positive action. Adapt to changes in email marketing to keep your content fresh.
If you need help creating content for your audience, contact the MintCopy team. Our SEO writers are ready to help you with your marketing strategy. We’ll discuss your goals and objectives to put your website, email campaigns, and social media platforms on the right track to engage with your audience.
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Resources:
https://blogs.oracle.com/marketingcloud/6-ways-that-subject-line-writing-has-changed
Sheetal Pinto is the founder of MintCopy, a content agency that has been helping businesses communicate effectively since 2008. With a passion for words and a knack for SEO, she’s worked with companies around the world to craft copy that not only engages but ranks. Whether it’s blog posts, website content, or social media updates, Sheetal has a talent for turning complex ideas into compelling stories. When she’s not optimizing content or editing for clarity, she’s probably daydreaming about the perfect headline or debating the Oxford comma. With over 16 years in the business, she’s seen the digital marketing and SEO content landscape evolve and grow. Sheetal’s mantra? Fresh copy, refreshing results!
