CEO and Project Manager
April 16, 2017
Small details determine the success or failure of our digital marketing actions. In this case, we focus on the Subject, as a key detail in the opening of our emails and in our direct booking campaigns.
The “Subject” is the small text that we use when sending the email and that attempts to summarize the content in a brief, clear way that includes a compelling reason for the user to open the email (at least that’s what our friends at Mailchimp say).
[Tweet “We need to define “Subjects” that are short, clear and include a compelling reason to open the email”]
We are bombarded with hundreds of emails that we cannot read, so we select them based on small factors that make the difference (whether it is opened or forgotten forever). When georgia email address working with our databases, it is key to use “Subjects” that generate the highest possible opening rate , and although this is not only the mission of the “Subject”, issues such as the brand, the content strategy, the traveler’s knowledge of the product, etc. would come into play, so we can fine-tune our product and achieve better results. (Don’t put all the responsibility for your success on the email).
We won't keep you waiting any longer, and here we offer you a series of tips to better define the "Subject" in your email marketing actions:
Clearly define the objectives of the email and adapt the subject to this maxim.
Eliminate redundant words and place the most important ones at the beginning of the Subject.
Use numbers instead of words where possible.
No CAPITAL LETTERS and SPACED words. We should not write in capital letters because, in addition to being an unequivocal sign of spam by the recipient and by the providers' filters, it is also perceived and assumed, in the increasingly used digital jargon, as if we were speaking in a shouting voice.
Choose active voice instead of passive voice to boost email engagement.
Ensure that the tone used in the Subject matches the communication strategy being used with the brand.
Generate intrigue or curiosity by asking questions to encourage the user to click.
