In a January 2015 MarketingSherpa survey, U.S. adults in every single age group identified email as their preferred form of communication with companies.
Despite the cross-generational appeal of email communication, it is important to realize that customers are not actively trying to open our emails. Rather, they are attempting to eliminate them. With so many messages flooding in daily, customers routinely skim their inboxes with one finger already hovering over the delete key, eager to eliminate any emails that don’t immediately appear relevant to their needs.
As marketers, subject lines are our first line of defense against the trash bin, and we have precious few words to work with. Though the words we choose to use are vital, the order in which we sequence these words within the subject line can make or break our email campaigns as well.
In this 35-minute Web clinic, our research team shared strategies for using the right words, in the right order to maximize the effectiveness of our email campaigns, including two tests that helped boost clickthrough by 15%.