And where are your B2B prospect and customer emails?
Since one of the most common B2B email marketing success tests is subject line testing, let’s take a moment to talk about what makes for a good subject line:
- Front-load the important words. People want to know why your email is worth their time, so put all the important, actionable words in the front of your subject line to entice opens. In other words, get to the point! In my experience, changing the structure of the sentence line to front-load the important keywords has increased open rates by 10-20%.
- Get personal. There’s usually at least one person in every office who can’t seem to remember anyone’s first name. For the record, no one likes that, especially not your email subscribers. Address your subscribers by their name or, at the very least, insert pronouns like “you” or “your” to give your subject lines a personalized touch.
- Use rhymes, alliteration, and puns. If you can write a subject line that rolls off the tongue, you will get a higher open rate. It’s like music to the ears! It’s not easy to come up with these but when you do, they will perform exceedingly well. In fact, I’ve seen extraordinary subject line performance where I’ve beaten the control by 30-40%!
- Write clearly. Let’s just come out and say it. When it comes to emails, we have short attention spans. We don’t have time to sit there and read everything carefully. We need to know what’s important and that’s it. Use clear and concise language when writing subject lines. The last thing you want is to write a subject line that requires a double take just to understand it.
Take these subject line writing tips out for a spin in your next email campaign Remember that first impressions matter. The subject line is like a handshake hello. If you get it right, your subscribers will love you from the start.
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