While we focus on ways to master the new B2B sales funnel, email cannot be ignored. In a time when inboxes are inundated with marketing ploys, approaching email thoughtfully is crucial to success.
The most important part of email marketing is making sure that your message is opened. This is not always easy considering the number of emails the average person receives on a daily basis. The content of your email will not be useful unless your subject line is compelling enough to warrant that first click.
It may seem simple, but subject lines require careful consideration. Here are some tips:
Your email subject line is the only thing you can guarantee the recipient will see. Take advantage of that opportunity to ask a question. More importantly, as a question you know your customer needs answered. Position yourself as the company who can solve that problem before the email is even opened.
Keep your subject lines short and to the point. According to Mail Chimp, 50 characters or less is the way to go, with 28-39 characters having the highest click rate in a study of 200 million emails.
Don’t shy away from your subject line. Go ahead and tell your customer what’s inside the email. Make it relevant for them, and it will be opened.
Using the subject line as a call-to-action is another way to get your email opened. Even better, it aligns your company with the solution a customer seeks – even if he doesn’t realize it.
While you employ these tips, avoid numbers and length, both of which cause visual fatigue for the recipient. Good luck with your new, improved email subject lines. Let us know what works best for you!
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