Have You Optimized Your Messages for More Opens?
While working with customers to optimize their email campaigns, I reviewed A LOT of messages. As I was going through all them, I took notes on which ones performed well and I was able to identify some common threads.
Before your subscribers even read your message, you have to convince them to open it. Let’s look at how you can do that…
Grab Their Attention With Your Subject Line
Out of all the emails in your subscribers’ inboxes, you need to make sure your email gets noticed. The subject line will need to get their attention and persuade them to look at the whole message- a big task for just one line.
Here are some ideas you can try out for your subject line:
Once you have tired out different subject lines, you can try split testing different versions of them. This will give you a better idea of what your approach really is.
Get Them to Open With Effective Snippets/ Preview Panes
Your subject line gets their attention, but some email programs will let you take it a step further by displaying more of your email. Make sure your emails are benefiting from this.
Some email clients do this by displaying a snippet. An example of an email client that does this is Gmail, so you can set up a free account and test your messages there. If you look at the example above you’ll see how some of the snippet text appears after the subject.
Other email clients will allow users to see a larger part of the email, otherwise known as a preview pane. You can utilize the power of snippets and preview panes by including compelling content at the top of your message.
To see how a preview pane can help, let’s take a look at how Furniture Crate handles this:
Notice they have the sale notice right at the top, a great way to get subscribers to scroll down.
Southern Plate uses just an image, but it works well for their recipe emails:
You just need to use whatever you think will convince your subscribers to keep reading.
Microsoft Outlook is one email client that uses preview panes, so check out your emails there or have a friend send you a screen shot of what they look like.
More Tips for Improving Your Messages
While you work on getting those opens, we’ll be working on a post that helps improve your message for what happens next.
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