One of Moz’s email marketers wrote a blog recently that showed her going through her own inbox and highlighting the different kinds of subject headlines that she and other people used.
Although it can seem like an unimportant factor, in reality, if you aren’t clear in your subject heading, or if it isn’t interesting – people aren’t going to open your email.
You need to get people interested from the word go, otherwise your message is going to get lost and you could get relegated to the dreaded spam filter.
In her blog, the marketer from Moz, Isla McKetta, said that she even “had a really fun time shunting it [emails] into a folder called ‘content examples'”, which shows just how easy it can be for people to put your email somewhere they’re never going to see it. Ms McKetta, said that she even “had a really fun time shunting it [emails] into a folder called ‘content examples'”, which shows just how easy it can be for people to put your email somewhere they’re never going to see it.
This is particularly true of people who get a lot of emails and are keen on skimming through the subject titles to see what is actually important for them to reply to.
Some good ways to get people’s attention in their inbox, is to speak plainly about what the content is going to be when they open up the email. Moz’s blog uses the example of a subject title that starts with “[New post] …”. If you have people following your blog of updates about your products etc, they’re going to appreciate when you post a new topic, so why not inform them of it?
You need to think about the length of a subject line too, if the title isn’t going to fit on someone’s laptop/tablet/smartphone screen, then you should probably make it shorter. Of course, if you have a new product offering and want to entice people into your email, this is going to work on occasion, but if you do it every time, it’s going to look like you aren’t taking care of your email marketing.
One thing that’s really important is to pay attention to the from field of your email, particularly if you’re going to be using a third-party site to send out your email newsletters.
You want to make sure that your newsletter and other information is coming from a reputable and trusted source. As such, your clients will want to recognise the name of the dentist, or dental practice, rather than have a newsletter coming from a generic, automated system.
If you’re going to use an automated system, like Industry Mailout for example, these have dedicated from fields, which allow you to insert your choice of email and let your customers know that you’re sending them valued information.