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Quando verificamos a caixa de correio electrónico, o primeiro contacto com cada e-mail é o seu título. Se não nos cativar, a tentação é eliminá-lo. Saiba como melhorar esse aspecto das suas campanhas.

The success of your HTML email marketing program is heavily influenced by the rate at which people actually open your mail.  The open rate itself is influenced by the subject lines you write for your email.  Your message just might contain important information that offers great value to the reader, but its impact may never be realized if the subject line does not compel the reader to open it.  You don’t have to be a marketing guru to know that your campaign is essentially worthless if no one is opening your email.  The good news is that there are many simple tactics you can employ to write effective subject lines that improve your open rates.  Below are three we recommend giving a try:

1. Get to the Point

There is a general email marketing rule that states all subjects lines should be no more than 50 to 60 characters.  By exceeding this, you stand the chance of having the text being cut off by the recipient’s email screen, or ignored altogether.  It is also worth mentioning that shorter subject lines tend to be more effective at increasing open rates.  This has been proven from the data extracted in various email marketing studies.

2. Speak to the Reader

While your HTML email message or newsletter probably has its own powerful headline to attract reader attention, the subject line is actually your main headline and the one that prompts the recipient to either open your message, or send it to their trash folder.  The words you choose to use must speak to the reader and instantly engage them.  There are many ways to do this, but one of the most effective is to pose a relevant question to your audience.  For instance, if you are marketing to people looking to know more about life insurance, you could compose a subject line that reads something along the lines of “Is Your Family Protected?”  Whatever route you take, remember that you must keep your approach straightforward, respectful and honest. 

3. Don’t Be a Pest

You can annoy your readers to the point of clicking the unsubscribe link just by creating pestering subject lines.  Some examples would be using all CAPS, throwing hard sales pitches, or trying to be overly humorous.  Instead of emphasizing the importance of your message, all CAPS are more likely to annoy recipients and set off sensitive spam filters.  Using your subject lines for hard sales pitches can also be a turn off that leads you into a spam trap depending on the words and phrases you choose to go with.  And while a humorous subject line doesn’t always lead to disastrous results, research shows that very few HTML email recipients find this approach attractive.  

Fonte: gather.com