In the run up to the festive season our inboxes will be inundated by companies who are using seasonal events as a great way to get their content read and shared. Without a powerful and intriguing subject line, however, your emails will end up in the dreaded ‘trash’ folder. Here are our tips for crafting that perfect subject line to get your festive emails opened. After all, it is never too early to start preparing.
Focus on Industry and Seasonal Trends
Mentioning current events and trends is a great way to capture the interest of your subscribers. This is because these topics are at the forefront of your recipients’ mind and therefore your recipient is more likely to be interested in what you have to say. At this time of year, some of your subscribers will be making early preparations for Christmas, and others might begin thinking about Christmas after reading your email. Keeping on top of seasonality can pique your subscribers’ interest and encourage them to return to your website.
Personalise your Emails
Emails with personalised subject lines are twice as likely to get opened as those with generic ones. Using the subscriber’s name is an easy way to personalise your email subject line, or you might refer to a specific area of your business they had previously expressed interest in. Personalised emails tell your subscribers that they are important to you, and making your customers feel valued can encourage customer loyalty. Referencing seasonal events is a simple way to personalise your emails, as seasonal interests will be shared by a large proportion of your subscribers.
Keep It Concise
Lengthy subject lines can put recipients off opening your email. Subscribers have a short attention span and therefore they might lose interest and scroll past a subject line which is too long. On mobile devices, usually only the first 35 characters of a subject line are visible and the rest gets cut off, so it is important to keep subject lines concise. Most people read emails on mobile, so it is important to craft subject lines with these users in mind.
Solve Subscribers’ Problems
For your email to stand out in a saturated inbox, you need to tell your audience not just what you’ve got to offer but how you can solve their problems. It can be difficult to sum this up in one concise subject line, but it is important to emphasise to your recipient that your email contains valuable, interesting information that they want to know, not just a sales pitch.
Spark a Feeling
Emails which establish a personal connection with the recipient are more likely to get opened, especially in the run up to the festive period. Christmas time can be emotional for a variety of reasons, and emails which manage to tap into that tend to make a connection with recipients and encourage them back to your business. It also makes your emails feel like they are coming from a real person, not a faceless brand.
When running an email campaign, it is absolutely essential to write a good subject line. The subject line not only tells subscribers what the email is about, it is an invitation for them to open it, and it has to be persuasive. Our email marketing specialists can help put together an email campaign which encourages subscribers back to your website by harnessing the power of seasonal events. Get in touch with the team for help livening up your email marketing strategy.
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