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What’s the most important prerequisite for the success of your
email campaign? Well, if your answer is “to be seen”, the subject
line is what makes all the difference. With a poor one, you
can be sure that few people will open and see your campaign
– regardless of how good it might otherwise be. With a good
one, however, the value of your campaign will greatly increase
along with the number of people you’ll reach.
The project
We decided to be pioneers in this field which we felt deserved
a lot more attention. We put together an elaborate project and
set about exploring exactly what worked and why. At first,
we established 8 different and considered approaches. Among
these was the “contents bill approach” where we studied the
art of catching busy people’s attention with newspaper headlines.
We then transferred this knowledge into the production
of subject lines. Another approach was the 7 deadly sins which
can have an alluring and inescapable effect on most of us.
Yet another one was a depth-psychological approach which
utilized the work of various psychologists and mythologists
to understand the powers of the deeper layers of the subconscious
and how to trigger certain emotions.
Calibrating the sights
With our gathered knowledge and through thorough testing
and comparisons, we were able to determine the best subjects
to present and the best ways to present them to a given target
audience. The result was an instant increase in opening rates of
more than 10 percentage points. Add to this the extra 3 percentage points we
found by testing the launch dates and you have a highly effective
and profitable way of reaching a lot more people.
Today, Action Europe is where you’ll find the latest and most
in-depth knowledge and understanding of subject lines and
their effect on recipients. In other words, it’s where you’ll want
to be, if you want your email campaign to be seen by as many
as possible.
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