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E-Mail Marketing: Double Check Your Subject Lines

E-Mail Marketing: Double Check Your Subject Lines

E-mail marketing can be a very powerful tool. According to a recent MarketingProfs panel, people who buy products marketed through email spend 138% more than people that do not receive email offers. However, the vast majority of emails go unread. Estimates vary throughout the industry, but most pros agree that it’s roughly only one out of every five email messages that gets opened.

What makes a customer read one email and ignore another? The answer is often the subject line. More than a third of readers open an email based on the subject line alone. With this in mind, business owners often try to come up with clever, compelling subject lines for their email marketing. In other instances, particularly when companies use a regular email newsletter to reach out to their clientele, the subject line is used to provide a quick snapshot view of the email’s contents.

This is a good idea, but an even better idea is to make double-checking your subject lines before you hit send a best practice your company follows. Something as simple as reading your subject line aloud can help you discover that what you said isn’t exactly what you meant.


Double Check Your Subject Lines

We saw a recent example of this in an email from PSN ENews. The subject line read “Legendary Engineer Mike Shipley Passes; Lectrosonics Gets Revenge.” In actuality, these two stories aren’t related to each other at all; one mourns the demise of an industry giant while the other is a tale of corporate maneuvering. However, taken together, the subject line reads like a soap opera full of intrigue. Clearly not what was intended!

Double checking your subject lines is also an opportunity to make sure that everything is spelled correctly. Grammar matters, even in digital communication! Remember, your customers judge you at every contact point. If they feel like you’re being sloppy in your marketing efforts, they will punish you by taking their business elsewhere.

Keeping track of all of the details of marketing your small business can seem like an overwhelming task. It is daunting to maintain continual oversight of the thousands of small touches that determine how your business is seen online. If you’d like help in making sure your company is always putting its best foot forward, give us a call. We’re here to help.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office