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Email Campaigns – The Best Content and Subject Lines?

Email Campaigns – The Best Content and Subject Lines?

The old fashioned art of email marketing, well, it might feel like a dinosaur but it still gets results.

Especially amongst the slightly older internet users amongst whom use of emails remains a preferred communication medium.

So what kind of subject line has the greatest impact in opens, click through rate and unsubscribes?

One recent study reported that words like Sale and in general free stuff increase open rates (unsurprisingly). ‘Save’ not so much and may even have a negative impact.

‘News’, ‘Bulletin’ also have been found very effective.

In general the fact is that good content, which is of relevant interest, is essential to make ad campaigns work well with intelligently designed email subject lines. Generic and over used terms and badly written content wont increase opens and CTR or conversions appreciably.

Surprisingly, but only with the right content, the frequency of newsletters had a positive impact when more regular, although this may be because the only subscribers are already likely won over.

Personalisation is a controversial area, and different studies say different things. One showed that it was a turn off in the subject line, *but not in the main email body* where it had a positive effect.

This mix of results is a consequence probably of inconsistency – if you personalise a subject line, make sure the content is considerate and relevant to them, so that the appearance of their name is associated with something special. Overuse would inevitably impair responsiveness.

If you need any help with increasing your digital marketing returns, then please get in contact with us here at Network Intellect.

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