We’ve all done it, seen an unexpected email come through from a company and without even bothering to open it sent it straight to the trash folder, I like to refer to these as ‘one click deleters’ so when trying to do an email based marketing campaign how can you get past this issue and get people to at least open and read the content of your email?
Many companies use the technique of putting your name in the subject bar to seem like the email is personalised to you however when its followed with a line like ‘You could save thousands..’ it’s all to obvious that its spam and goes straight to trash.
For the subject of an email to encourage the receiver to open it the subject must be short and to the point, for example ‘10% of your next order’ or ‘free facial when you buy a set of nails’ these are tag lines that will spark curiosity and are likely to be opened.
Another method that some companies have been trying is to simple put ‘Hi’ in the subject bar so that it looks like an informal email that could be from a friend, this can be a little underhand as it doesn’t appropriately match the subject of the email and can make people feel they have been tricked so is not a good idea for the promotion of brand awareness.