Optimizing Email Subject Lines & Preheaders

Optimizing Email Subject Lines & Preheaders


If you came to this video to find out what
is the optimal subject line length, it’s 55 characters. Now, that is the short answer and if you want
to learn more about crafting better subject lines and preheaders I am going to ask you
that you hang on and learn a little bit more with me. DMD has being testing over the last three
years looking at what is the optimal subject line length. Because that short answer is not the full
story. 55 characters was the optimal character count
for subject line that drove an open. However, what is actually more important is
that you front load your subject line and preheader with the most important content. We want to get the best most valuable nuggets
into that first 55 characters and then both the subject lines and the preheader. Another thing that helps here is personalization. Add personalization: first name, last name,
the state they live in, any other relevant personalization. The next thing we want to look at here is
emotion. We really want to convey emotion in our subject
line because what we are looking to do here is create a sense of intimacy with the subject
line, and a subject lines that begins with “learn more” is only ever going to connect
to one emotion and that emotion is curiosity. We want to mix things up so we don’t want
to start all our subject lines with “learn more about our X product” or “ Learn more
about X service.” We want to have different kinds of subject
lines we can take a look at a variety of different emotions and then craft the subject lines and
preheaders around them. The final tip I have for you, the final pro
tip is that you want to combine your subject line and your preheader together. You want them to tell one story. And if you take a look in your inbox if you
subscribe to any hotel mailing list they do an excellent job of combining the subject
line and the preheader together to tell one story, and so if you take a look at some of
those and think about how could I apply this to the emails that I am going to send. How can I apply this in healthcare. Responsible emailers will craft many different
subject lines and preheaders, they will connect to many different emotions. They engage their target list with the right
subject line and the right preheader at the right time, ensuring that they get an optimal
response. If we do all these things right, we can expect
to get a 2 to 4 % increase in our open rate. Here is your assignment. This might be a little bit tougher. Take an email that you’ve recently sent
or take an email that you are about to send. Some marketing and promotional piece, educational
piece, whatever it is and I want you to craft 3 subject lines. I want you to craft 3 preheaders. Then I want you to catalogue what emotions are
in those subject lines and preheaders. Then I want you to reverse the process. Come up with 3 emotions that you think will
be valuable to your audience and then craft 3 subject lines and 3 preheaders that connect
to that emotion. We’ll see you soon, on DMD Dialogue.

One comment

Leave a Reply

Your email address will not be published. Required fields are marked *