E-Marketing 101: How to Write a Subject Line that Increases Open Rates
Has your school ever sent out an important email as part of a marketing campaign and received less than stellar open rates? If so, you aren’t alone. This is an issue most digital marketers have faced at one point or another. If any of your school’s leads grow out of email marketing, you need to know how to get the attention of prospective students.
In 2012, Epsilon reported that of 7.3 billion emails that were sent out across several different industries, the average open rate was 27.4 percent and the average click through rate to a website was 4.5 percent.
A recent study of 5 million emails found that a typical email user receives an average of 147 emails per day and deletes 71 of them – roughly 48 percent. With the right strategy in place, your email subject line can do the heavy-lifting to achieve your main marketing goal: get prospects, students and graduates to open your email.
One way to boost your open rates is to produce subject lines your prospects will be interested in.
Reputation and Marketing Manager Marcy Ansley says that being concise and short in your wording is important.
It’s helpful to use preheader text. That’s the little bit of text that previews in a subscriber’s inbox and gives more information and incentive to open the email. Emails deployed over the last 6 months for a client whose subject lines contained 6-9 words (40-55 characters) seem to have done very well. Here are a couple of examples of subject lines that have done well with our clients.
To increase your school’s e-marketing open rate, there are 4 factors your school needs to consider:
Make it Snappy.
Keep your subject line to 50 characters or less. You’ll be able to address the short attention span of the reader while also avoiding any “…” as an indication of a subject line cut off.
Focus on the ‘benefit’.
The reader makes the decision about whether or not to open an email based on what’s in it for them. How will they benefit from opening your email? Whatever it may be, make it known in the subject line.
Focus on Numbers.
If your email subject line begins with, “# Ways” or “# Tips”, this gives the reader a better idea of how long it will take to read the email once opened, possibly making the decision for them as to whether or not they will open it at all.
Value Good Copywriting.
Choose words and phrases that tell your school’s story and inspires or intrigues the reader to open the email.
Email marketing can cost you extra time and money if you don’t have the proper strategy in place. If you’d like to learn the secret to increasing open rates, contact Effective Student Marketing for a free consultation today.