Email service provider Adestra just completed a study to help marketers and advertisers understand the impact that keywords have on sales. There’s great lessons here for communicators as well, if we realize that we are also looking to connect with key audiences.
- Having a strong subject line, says the report, is as important as ever, particularly as consumers rate the subject line as one of their top motivators for opening an email.
- The way consumers interact with email has changed drastically. Much like the broader web, email is now all about usability.
The report notes that many marketers will create a template layout, write effective copy, and ensure that it looks good on all the major email clients, and then pick a subject line as the last step, clearly forgetting that if the subject line isn’t good no one will see all of the hard work.
This report analyzes the trends of subject line keywords from over 2.2 billion emails, covering the keywords and phrases that recipients respond to better than most… and also, which ones are over-used and ineffective. The complete report includes 6 key industry areas:
- B2B publishing
- B2C publishing
- B2B events
- B2C events
- Retail and e-commerce
- Charities and Not for Profit
Your keywords may respond differently than those in the report. However, at the very least this report will give you some ideas on what you should be testing on a campaign-by-campaign basis, and will help you develop an effective subject line strategy.