- July 30, 2019
- Posted by: vmayo
- Categories: Digital Marketing, Email Marketing
If the user has never opened the email you sent, then what about email conversion? The message open rate opens the door to the final message conversion rate. The higher the open rate, the better the final conversion will be. The email title is one of the main factors affecting the message opening rate. Before the email is officially sent, we need to test the effect of different email headers. In this article, we will list the six test elements of the email marketing title for your reference.
6 Test Elements of The Email Marketing Title
1. Personalized Fields
We generally think that adding some personalized fields to the email. Such as the recipient’s name or username, can significantly increase the open rate of the email. However, this may not apply to your recipient list or to some of your recipient lists. You need to test each version yourself: non-personalized emails, emails with personalized fields such as user names. And tests to determine if personalized emails have a positive effect on your open rate.
2. Specific VS General
Sometimes, the message header is more general. The user can’t clearly know what the content of the email contains through the email header. Instead, it will arouse the user’s curiosity and attract them to open the email to read. However, sometimes it is specific, and it is better to explicitly tell the user what message content contains the message headers. Faced with different types of recipients and email content. We need to test ourselves to decide whether to use specific or general email headers.
3. Offer Discounts
In general, if your email contains offers or discounts, and specifically mentions the offer or discount in the message header. It will greatly increase your email open rate. However, we cannot rely too much on this. If your email always promises that users will have big discounts. Then it may let users develop a habit. When you receive your email, you will habitually expect a discount. If you don’t, you won’t open its mail. In the face of our own list of recipients, offering offers in the message headers or not, we can test which ones are better. However, we must remember that we should not rely too much on giving users discounts.
4. Different Preferential Methods
If we want to test how different offers are attractive to users, then the message header is a very good channel. It is possible to judge which type of offer they are more interested in by whether the user opens the mail or not. Is it free shipping or a 50% discount to impress your users? Put it in the message header and check it out.
5. Short VS Long
The message header is too long, which may cause the spam index of the message to rise. Affecting your mail delivery rate and inbox rate. However, a short message header may not give enough information to the user. So we need to test the length of the message header to balance the length of the message header with the amount of information it contains.
6. Create a Sense of Urgency
In general, the words “limited time, countdown, etc.” in the message header will give users a sense of urgency that will increase your email open rate. However, if any of your users are long-tailed users, they don’t check their mailboxes often. When they see the email you sent, the time-limited or countdown words in the email header will make them feel that the offer may already be Expired so that the message is not opened. So, we need to test it to see which one is more suitable for our users.
For design, the best email marketing title read this article Tips for Designing the Effective Email Marketing Heading or Title