Adding an element of curiosity to a subject line could be the difference between an open and a delete of an email marketing campaign.
That’s according to business consultant Todd Bates, writing for businessreviewusa.com, who suggests that if a reader won’t experience a ‘benefit of time, money or wellbeing’ through an email, then email marketers might as well forget about registering an open with that consumer.
“Open your email right now and take a look at the volume of messages. How quickly do you scan the list to determine if you should delete the message, save it for later, or actually read it? Five seconds? Ten seconds?”, he asks.
“You have just a few seconds to grab a prospect’s attention, which means taking the time to craft a powerful subject line is worth the investment.”
Bates also claims that email marketing services that only send content about sales, new products or services can be just asking for a one-way ticket to the delete folder.
Furthermore, sending a ‘blast’ email may hinder your chances of creating consumer action. Instead, Bates suggests developing an email follow-up for those that have purchased a product versus those that are yet to part with their cash.
Overall, those who invest the time in email marketing will get their just reward in the form of ‘more success’, he exclaims.
Bates’ comments coincide with an article by brafton.com which suggests that 86.3 per cent of firms will use email marketing as a channel in their acquisition plans.
