Email Marketing Is Like Dating

Email marketing is a bit like dating: both are about making a first impression. For e-mails, this introduction consists of the “From” name, the subject line and the preheader.

I will address all three in this post.

By name

The sender name informs the recipients about the sender. It’s sometimes called “Friendly Sender” because it’s visible, unlike the sender’s domain.

Regarding

Subject lines are the most prominent text in recipients’ inboxes. Subject lines increase open rates and are crucial for email marketing.

Personalized subject lines – e.g. B. Recipient’s name, past purchases, custom offers — can increase open rates by 50% in my experience. The more relevant the subject line is, the better.

It’s also helpful to create a sense of urgency. Examples include “Last day of application,” “Live webinar in 3 days,” or “Your offer expires tomorrow.” These usually work well.

Subject lines are the most prominent text in recipients’ inboxes.

It’s an excellent idea A/B testing subject lines. Most email service providers offer such tests, with the sender choosing the winning metric: most opens or clicks. apples Email Privacy could skew the open rate test as Apple reports all recipients on iOS devices as opened.

Note:

• The influence of subject lines opens up to 33% of recipients, according to OptinMonster.

• 69% of recipients use subject lines to decide whether to mark the message as spam, again according to OptinMonster.

• An emoji in a subject line can increase open rates by 56%, according to Experian.

• According to Marketing Dive, personalized subject lines increase opens by 50%.

• Subject lines with a sense of urgency are opened 22% more often, according to OptinMonster.

A good subject line leaves a positive impression. For acquisition campaigns, it usually is first Impression as recipients are not customers and are unlikely to be familiar with your brand.

Mobile email clients display 30 to 70 characters in a subject line, depending on the device. I usually use around 40 characters.

preheader

Preheaders can complement the subject line and are useful for longer or complicated messages.

Most email clients allow up to 100 preheader characters. Utilize this space with text that complements the theme.

Preheaders can complement the subject line and are useful for longer or complicated messages.

The preheader text is visible regardless of whether a recipient opens the email. Thus, it is a strategic opportunity to convey a message to non-openers.

First impressions

The time consumers spend on brand emails is decreasing. In 2018 per extra, consumers spent an average of 13.4 seconds reading emails from brands. In 2021 it was 10.0 seconds.

Hence the three first impressions – From, subject and preheader – are becoming increasingly important for engagement.

And so it is, in my experience, with brevity. So-called editorial newsletters, popular in 2022, seem to last forever. Recipients rarely reach the end unless they choose to unsubscribe.

In short, a good first impression is crucial for dating — and email marketing. An informative and engaging subject line and preheader creates an emotional connection with recipients and makes them want to open the email and read the content. The result is higher engagement and more sales.