A great newsletter headline does not mean a highly recognizable or catchy, but misleading, headline. For example: a headline like “RE: Meeting!” sounds smart right? No. When people see an email like this, they obviously think they should open it because this is something that they already been a part of. This is a misleading headline, and will fail, and could even hurt your brand. Yes, users will open it, but they won’t read it, and in fact they will be upset and discredit your brand further. One should always know which metric to follow within their business type and user type. If your single goal is open rates your newsletter campaign will fail. In this article you will learn 10 great, and non-offensive ways to write a newsletter headline.
Testing the Subject Line
If you have 5,000 people in your e-mail list, instead of blasting all emails with the same subject line, first subject A to group 1 (500 sample set) and another with subject B (1000 total). Then, wait for clicks. If one subject has more clicks than the other you know what is more likely to succeed for the entire set. Don’t forget to measure your campaign with relevant metrics. Open rates do not mean the newsletter is successful.
Always write a subject line relevant to the message. This may sound like a no-brainer but believe us some marketing agencies try to grab attention by writing catchy titles having nothing to do with the actual message. Users will open this email, but then never open another.
Try to understand who is in your list and what they want to see in your emails. Try framing subject lines with a question, a fact (including numbers) or a call to action you have learned they want to see. Give the user an idea about what is inside the email. When you are setting the time and date to send your email, there is no such rule or right about that, it all depends on your list and their lifestyle. So test, test, and test.
Readers Seem to Love Numbers
Using statistical information in your subject line will be effective to grab attention. Give readers a fact that they really care about or one which may entice them to want to click in to learn more.
People Care More about the Sender than the Subject
According to a recent research study, 64% of people open emails because of the organization the email is coming from, compared with 47% of people opening emails because of the subject line. Why don’t we turn this to a win-win situation? Write your subject line to include both. For example; Pinkberry News: Guess our new secret flavor to win a gift? This is an appropriate example because it is interesting, catchy, has call to action, is not misleading, and gives a hint about the actual message and who it is from.
Please Avoid CAPS
Writing your subject line with Caps or including exclamation points are annoying and a signal of spam. Even spam filters know this and your newsletter will possibly end up in a spam filter all together.
Tease Your List
Never write dry boring subject lines like, “Our new product is now in stock.” Nobody will open and read unless they are big fan of yours. Try to tease your readers with positive, or fun headlines with originality. For example, instead of writing the above message, we can go with “Pinkberry News: Our New Vanilla Bean Flavor Hits Stores Today! Coupon Inside!”
In conclusion, as website and social media marketing specialists, we at ATAK Interactive want to keep pointing out the importance of newsletter campaigns and how effective they can be, when delivered correctly, to increase sales. Applying these 7 steps to your newsletter’s headline will improve your opening rates without using having to use annoying and misleading tactics is crucial for your newsletter’s long-term success. To learn more about our services and portfolio check our website: www.atakinteractive.com