Creative Components of Successful Email Campaigns
The creative components of email marketing include the features of the email that the recipients see. They are responsible for gaining the attention and trust of each subscriber and tempting them into taking action on your offer. These items include such features as the:
Subject Line: The subject line is incredibly important as people use it as gatekeepers. The wrong subject line means that your email will be deleted or even reported as spam before the message is opened.
The art of the subject line is the ability to make it stand out in a crowded inbox while compelling the reader to open the message. It must grab the attention of each recipient and communicate the purpose of the message in an inspiring fashion that makes the reader want to learn more. Crafting a good subject line takes creativity and imagination as the author must convey a lot of information in a few short words. However, there are some guidelines and best practices that marketers must follow in order to ensure the emails are opened and not deleted.
According to a recent study by the Email Sender and Provider Coalition, 69% of email recipients make the decision to report the email as Spam based solely on the subject line. Even if the recipients have opted-in to your list, they could still mistakenly report your email as spam. To prevent that from happening you should use the following best practices.
The science of the subject line includes proven formulas, such as this one by Return Path. Return Path found that click-through rates for email subject lines with 49 or fewer characters were 75% higher than those with 50 or more characters. Other best practices include using the recipients’ first names, inserting your company name and offer, and adding a time limit or expiration date.
You do not have to use all of the components in each subject line. In fact, you should test the different components to see what works best for your audience. After all, crafting the perfect subject line is a science so you must test to see what produces the highest open rates.
