Alison Golan, Porter Consulting social media specialist
Of course you want your emails to get opened! But the sad truth is the average open rate for emails is pretty dismal. Of course, much depends on your industry and your email distribution list, but it’s safe to say that certain email headlines get more opens than others.
I just read an interesting article on the topic. In 2015 DigitalMarketing.com sent out 134 million emails. Then they analyzed their open rate, determining what types of subject lines worked best for their audience. The results may surprise you.
According to their 2015 results, these top 8 common elements performed well:
- Social proof
But the absolute, top-performing headline was really wacky!
“23 bizarre products selling online”
What??? This is a digital marketing website – what were they doing with a headline like that?
According to their analysis, this headline was an experiment – they wanted to see the results of putting out something “lighter, less actionable”. And it worked; it was their top performing headline in terms of open rate. They concluded that the email demonstrated “a fun twist on studying just how crazy ecommerce can be. And lists with odd numbers always catch the eye.”
Interesting stuff. I like the idea of getting more creative, but as a B2B marketer, I can’t throw all professionalism aside in my quest for better open rates. I still want to maintain my company’s voice—its brand that I have worked so hard to create.
So what does this mean for me and you? Next time I write an email headline, I plan on getting a bit more creative — still maintaining my unique voice!
Let us know what email subject lines have worked for you. Send me an email here.
Alison Golan is a writer, social media consultant, and marketing expert with 20+ years of experience teaching technology companies how to better tell their stories. At Porter Consulting, Alison works with a team of professionals to help companies grow revenue and market share by utilizing the latest marketing and sales methodologies. To read more blogs by Alison, check out Porter Consulting’s blog site at www.porterconsulting.net.