Sending Valentine’s Day Emails? Make This Easy Change for Awesome Results!
Valentine’s Day is right around the corner. If you’ve been sending emails to your subscribers for the holiday, keep it up! Now’s the time to attract those last-minute shoppers.
Considering that consumers are rushing to purchase final gifts (hey – it still counts!), they’re probably searching through dozens of Valentine’s Day emails that are swarming their inbox.
So how can you stand out from the competition and get subscribers to buy from your business?
By using a compelling subject line, of course.
To ensure that you have a captivating subject line, we’ve sorted through our 16 years of email data to find out what makes a subject line worthy of an open.
After reviewing specific words, pairs of words that appear together, and lengths of various subject lines, here are three key things we found:
1. Be specific about what your email message contains
When looking at the words that generated the highest open rates, we found that the top 100 were specifically related to the content in the email. For example, a professional photographer would use the term photographs in an email that teaches subscribers how to improve their photography skills.
What you can do: Be specific in your subject lines and use words that clearly convey what your email contains. Subscribers prefer opening emails that are most relevant to them.
For your Valentine’s Day emails, be sure to mention that you’re sending them a message that relates to the holiday. Whether you’re a restaurant owner and want to remind subscribers to make a reservation, or you’re a baker hoping to encourage people to buy sweet treats for a loved one, be sure to tie it to the holiday:
“Time’s Almost Up! Make Your Valentine’s Day Dinner Reservation at Cibo Ristorante Now”
“Need Chocolate? Pick Up A Sweet Treat For Your Valentine at Joe’s Bakery!”
2. Reference dates, times or season to create a sense of urgency
Of the top 100 word pairs in our data, we found the majority of them related to time. Popular pairs included mentions of weeks and months (e.g. week 12, October newsletter, and for June). By referencing time in your subject line, you can present a sense of urgency to your subscribers.
What you can do: Remind your subscribers that Valentine’s Day is right around the corner by including the date (February 14) in your subject line. For your subscribers who let the holiday creep up on them, they might be encouraged to see how you can quickly help them out:
“February 14 is Almost Here! Surprise Your Valentine With Festival Tickets”
3. Don’t sweat the length
While our data didn’t reveal a strong connection between the length of a subject line and open rates, industry best practices suggests aiming for about 35 characters or shorter.
What you can do: Consider keeping your subject lines short and sweet, but also relevant to what your email message contains, such as:
“1 Day Only: A Valentine’s Day Sweater Sale!”
Start Crafting Your Valentine’s Day Emails Today!
Now that you’re ready to start writing headlines your Valentine’s Day shoppers will love, keep in mind that what works for one business owner may not work for another. With that said, you might find that your particular list of subscribers has different preferences, such as longer subject lines or emails that highlight upcoming sales and discounts.
To find out what’s best for your audience, consider testing out various subject lines to see what they prefer. You never know what insightful nuggets you might find.
Don’t forget to share your Valentine’s email campaigns with us – we’d love to hear about them in the comments!