Traffic for eCommerce sites has boomed over the course of lockdown with Cloud.IQ's platform showing 85% of merchants saw an increase in traffic and sales since the beginning. Consumers have clearly turned to online shopping, and your email marketing should help capture their attention.
Upon login, Email marketing has a mind-boggling reach with Statista estimating that there were 3.9 billion global email users in 2019 and that this would only increase to 4.3 billion in 2023, a figure that equates to half the world population. HubSpot also reported that 78% of marketers witnessed a spike in email engagement in the past 12 months. Now is a clearly a good time to get your subject line optimisation bang on. So how do you do it?
1. Know Your Audience
Before generating any piece of content, it is fundamental to know who you are trying to communicate to. In thinking about who your audience is, you may want to consider who they are (existing customer/prospect/first-time customer), their likely demographic, and what their expectations are when you communicate with them.
Understanding this will help you determine what language you should be using, what topics you might want to engage within the subject line, and what strategies you will want to use to help drive your open rate.
2. Tie Your Subject Line Into Your Branding
If a subscriber has signed up to your emails they are likely to want to see content that resonates with your brand and communicates the values you stand for. For example, a recent Wunderman study, "Wantedness," revealed that 88% of US consumers wish to engage with brands that are "setting new standards in meeting their expectations."
This may come down to the language you use, what type of strategies you use to communicate, and even things as small as potentially using emojis with Forbes stating that 56% of brands that add emojis in subject lines have a greater open rate.
3. Generate Curiosity
Given 47% of recipients open emails based on the subject line alone according to OptinMonster, you need to give them a reason to actually want to open. One way of doing this is by generating curiosity amongst recipients. This requires you to focus your audience's area of interest as they are subscribed to you to learn about a certain subject in the first place.
4. Leverage the Use of Numbers
"5 ways to use videos to drive your purchases in your store" as a subject line provides the subscriber with the knowledge that the message's author has a level of expertise in the field that allows them to impart thought-leadership that is useful for any reader.
Another astute way to make use of numbers in a subject line and drive open rates can be done by those who are sending content such as case studies in prospecting emails. In this instance, taking the metric of success that your customer achieved, and putting that in your subject line can cut through the nonsense and generate curiosity about how it was done.
5. Thinking Negative Can Be a Positive
In a seemingly strange turn of events, developing subject lines that utilise negative messaging can actually drive open rates. There will be a section of any audience that will take a less optimistic stance and by telling them 'Don't do this if you want to make a sale!' and 'Why getting more clients WON'T fix your business' you can effectively grab their attention. If you do use this strategy make sure your email actually offers insight into these negatives and provides thought leadership on ways to improve.
6. Personalise Subject Lines
One of the best ways to drive email engagement is by ensuring that email content and email subject lines are personalised. In the case of eCommerce, this may come in the form of reminder emails alerting customers who have left items in the cart so they can go back to complete their purchase with THEIR cart. This level of personalisation is likely to drive open rates and also improve your UX.
For a free trial of Cloud.IQ's Cart Reminders that can introduce a new level of personalisation to your eCommerce business, click below.