First impressions matter, and yes, love at first sight does exist. Your subject line serves as the initial interaction customers have with your email – yet for a lot of marketers and copywriters, it’s still only an afterthought. While we agree that the email itself is the star of the show, that doesn’t matter if people don’t make it past the subject line.
Make no mistake; your subject line is the most important element in your email campaigns. But you don’t have to take our word for it.
Harsh reality – your perfectly curated, carefully designed, and strategically written email is worth nothing if it ends up in a spam folder.
To make things easier, we’ve taken our favorite subject line tips and listed them below. They’ve worked for us, and they’ll work for you too:
1. Keep it Short
Reminder, a majority of people are now reading emails on a mobile screen. So make the experience easy for them by keeping the subject short and to the point. Yes, you can absolutely be creative – but avoid being complex, or you’ll drive people away.
If half of your subject line gets cut off, you risk creating the wrong impression and distorting the meaning. We recommend keeping within 50 characters, though you actually have about 75 characters to play around with (and you thought Twitter was hard).
Personalizing isn’t only about including the names of your recipients. Get creative with your subject lines using other tactics – like retargeting data to pique a prospects’ interest. Segment your email list to create subject lines that have specific information which will strike a chord with your subscribers. Send birthday emails and special offers, or use geographical tags to make your emails relevant on an individual level.
- Example: Today’s your birthday. And here’s a treat from us.
3. Insert a Popular Brand for Mega-Targeting
Make no mistake, brand names in subject lines work. The best part? You can create ultra-targeted email campaigns based on what your recipients bought in the past. For instance, if you’re having a sale on shoes and you have three different brands on sale, you can segment your email list based on which customers have bought what. If one part of your list has purchased Kenneth Cole shoes in the past, your subject line for this group should feature the words “Kenneth Cole.” This gives your customer the opportunity to stick with the brand they like best.
- Example: These Kenneth Cole loafers have your name on them.
4. Use Emojis
More and more people are using emojis to express themselves. Keep in mind not all subject lines will be fit for emoji use. If your message can be paired with emojis, your audience might be able to relate better to your email, resulting in more opens.
Avoid replacing words with emojis. Instead, use them to compliment your text in case your chosen character doesn’t display in your recipient’s inbox.
4. Don’t Be Spammy
There are two hurdles your subject line needs to cross – spam filters and busy customers who don’t want to receive marketing emails. Coming across as pushy, loud, or overbearing can easily put people off and can even make them mark you as spam.
But there are also other ways of falling into the spammer category. Promising something in your subject line that you don’t deliver in your email, for example. Or, having a subject line that’s completely unrelated to your email. Broken links, using spam trigger words, outrageous offers, spam-like design, and bad UX/UI are some other red flags to watch out for and avoid.
5. Use Customer Faves to Sate Curiosity
Most human beings are at least curious about what other people are buying. If a product has a huge audience and gets tons of good marks from customers, most likely, your recipient will be more inclined to buy it. For this reason, we believe that a “customer favorite” product featured in a subject line is an easy sell.
- Example: They’ve sold out three times, but they’re back.
The Midas touch of email marketing. A/B testing your subject lines will give you real-world insight into whether or not your emails are working. Send out only two versions at a time so you can compare – and don’t forget to record your learnings for future campaigns.
- Test 1: You don’t want to miss this sale.
- Test 2: All our t-shirts are 50% off.
7. Ask a Question
Asking a question is a subject line technique that works well because it gives the customer something to think about. Your question should be something on almost every customer’s mind. Even if you answer the question in your subject line, recipients will be inclined to open your email to learn more.
- Example: Need a cool backpack for Fall? We’ve got ’em.
8. Make It a List
A list is an easy way to offer something of value, sell a product or service, and not seem too obvious about it. A list gives a customer a subconscious message that your email is organized in a way that makes it an easy read. They’ll be more compelled to open your email if they know ahead of time that they’ll not be facing a wall of text. Add products or services to this list, and you’ll not only get them interested in opening your email, but you can showcase various products at the same time. Here are some good examples:
- Example: 10 products to take with you on vacation.
There are so many more types of subject lines that you can explore with your campaigns. Collect data over time to see how best you can use this prime real estate to stand out in your customers’ inboxes – and minds.
How to Embed Video in Emails
Nowadays, video content has become an essential part of any marketing strategy. As audiences tend to willingly consume short clips and videos, it’s not surprising that 92% of marketers currently use video content to engage viewers and reach their target audience. The rapid growth in popularity of social media has led to a growing amount of video content online.
Due to the pandemic, live streams have become the new go-to means of communication; that’s why 57% of marketers now use live videos on Facebook and Instagram in their video marketing strategies.
As videos effectively increase click-through rates (CTR), marketers try to embed them in any way possible. Email marketing is no exception.
How Can You Use Video Email Marketing in a Branding Campaign
Video email marketing means including videos in your newsletters and other emails. You can analyze engagement levels by keeping an eye on the likes, shares, views, and comments your videos receive. As videos get more attention, they often rank higher in search engine results than in plain text. This means that videos enable you to better promote your products and services, drive traffic to your website, increase social media engagement, and more.
What Kind of Emails Can You Embed Videos in?
There are many types of emails you can embed videos in, from newsletters to educational emails. Videos might help you announce a new release, show a tutorial featuring your company’s products, talk about discounts, promote events, and more. You don’t have to include videos in every email; the main goal is to increase conversions.
Here are examples of emails you can embed videos in:
- ‘Meet the brand’ emails
- Customer nurturing emails
- Educational emails
- New product announcements
- Event announcements
A recent study showed that the more personalized your video, the better. Use data, analytics, and questionnaires to understand what your customers are interested in and what makes them subscribe or unsubscribe.
5 Video Email Marketing Tips
Choose the videos you want to embed
Given the many types of emails you can choose from for your video campaign, you need to decide what content to show. This, in turn, will dictate what types of videos to make to increase CTR and get the most return on your investment (ROI) from your marketing strategy. The types of emails for video embedding listed above will help you to focus on your choice.
It’s important not to bring all these videos together in a single email or multiple newsletters in a row, as this will only confuse viewers. There’s no need even to use videos in every email. Start with one video in a single email and analyze the traffic and recipient activity. If the CTR is high and the audience is interested, you can confidently develop a campaign with these videos, or add the other types.
Don’t forget to take a screenshot to use as a video thumbnail in the message.
Make sure you can share your video
Avoid those awkward situations when your email recipients cannot open the video file. When it comes to email newsletters, you can’t just insert a link, upload a video, or stream it from YouTube. You have to upload it as a file. To do that, you need to host your video in your company’s services or via your content distribution network (CDN). Remember to take into account the cost of hosting and streaming from different services!
Consider, too, how to add large files to your email. For example, Gmail lets you share files up to 25 MB in size, so you must be careful with HD videos. Sending them without errors may require the use of a special converter to change the file size.
Another good tip is to include a few words about your video. Give the audience a short overview to introduce the clip and list the main points. This will save the day if problems with the network occur or your client’s device doesn’t download images automatically. Even if the video doesn’t show up, you can still deliver your message.
Don’t forget your current customers
It’s one thing to talk about how to get new clients, but what about the old ones? As they’ve made a purchase once, they need less convincing to trust your brand, so it’s easier to encourage them to buy more from you. Because they’ve already invested in your brand, they are more likely to subscribe to a newsletter or follow you on social networks and continue watching your videos. It’s a great opportunity to increase revenues coming from existing customers.
Sometimes the road to getting customers to rebuy can be long and hard. You can use analytics to understand their interests and get them on board again with more engaging content. It might be introducing a new product, a tutorial, or a clip about the type of products your customer is interested in.
Add a personal touch
Any communication becomes more valuable when you make it personal. If you have a limited number of clients, you can make personalized videos and add company names, watermarks, or CEO names. With personalization, you can create a tight connection between your brand and those who are ready to invest in it.
But personalization is not just about building community with the assistance of an email marketing strategy. It helps to use analytics tools, too. For example, pay attention to those who don’t watch your videos to the end and explore what made them do this. Some tools let you send a reminder to recipients to finish watching the video; analytics lets you go a stage further by enabling you to change your business processes and monitor progress. As for recipients, these techniques make them feel special and important to your company. All in all, it means not only a better relationship with your users but also more views and more clicks.
Here is a list of the best programs that let you quickly edit your videos. Some of the web services listed are free, while other software requires a paid subscription:
Include video captions
A not-so-obvious but important tip. Make sure your video content is accessible to the deaf and hearing impaired. When thinking about how to put subtitles in your video, remember about video-editing software. You can easily attach subtitles via YouTube Studio or use a video editor or converter to upload titles right from within the program. Another reason you need captions is that it’s not always possible to watch videos with the sound on, for example, at the office or on public transport. Subtitles will help you to deliver the message even if the sound is turned off.
With the development of Instagram and other social networks, people are exposed to more sales outreach from brands than ever before. In your endless pursuit of subscribers and CTRs, you need to use every tool in the book to get more customers to invest in your brand. Emailing is one of the most stable marketing tools and one you can control using analytics and data. And videos increase views, opens, and CTRs – that’s why marketers try to use them as often as possible.
Videos in the email are among the most effective ways to increase your sales and audience engagement. They can be informative, intriguing, and engaging, enabling you to show any content you want. What is more, they are easy to embed in your emails. But to make the most out of videos, you need to know your goal and be prepared to explore what your audience needs. In this article, you have all the basic information you need to start your email marketing journey.
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