Test your subject lines, and you can easily double your open rate (the number of people who read your message).
If you use an e-mail marketing service, such as Whatcounts or Emma, they deliver 3 critical statistics:
- E-mails sent.
- E-mails opened.
- Links clicked.
If you’re not using one of these services, you need to. Prices usually start at less than $40/month.
That’s all you need to double the number of people that open your e-mail marketing pieces. Here’s how:
- Write 2-3 subject lines. If you need help, read Copyblogger’s excellent articles about headlines.
- Divide your list into segments. Chances are your e-mail marketing tool lets you do this. If it doesn’t, create 4 separate lists. Put 10% of your e-mail addresses into the first three lists. Put the remaining 70% in the fourth. So you’ll end up with a 10-10-10-70 distribution. The first three lists will be your tests. The fourth is where you’ll send the winner.
- Send the same e-mail to lists 1-3, using a different subject line for each one. Try to send them at the same time. That ensures the e-mails are all being viewed under roughly the same conditions.
- Watch e-mail opens and clicks until they taper off.
- Find the subject line that generated the best open rate.
- Send out the remaining 70% of your list using that subject line.
You’ll improve your e-mail open rates every time. If you don’t, you can send me angry e-mails, or leave nasty comments below: