Email optimisation might sound simple, but if it was, every business would be sending flawless email communications to their customers and average unsubscribe rates would be at 0% (currently around 0.12%). So, there are always improvements that can be made to your strategy. Here, we’re going to cover some of the key optimisation strategies and let you know how you can give your engagement rates a much-needed boost.
Engaging subject lines
We’ve already touched on this above, but the importance of an engaging subject line shouldn’t be understated. It should be equal parts attention-grabbing and urgent, but also download free usa email database remain honest and fit your brand’s tone of voice. If it isn’t, you either risk getting lost among the mire of a customer's busy inbox, or worse, you get flagged as spam.
There is no one-size-fits-all solution to an engaging subject line, as it depends on your industry and your customers. However, A/B testing can help you gain insights into what works and what doesn’t.
Ways you can consider optimising your subjects include:
Personalisation (such as using the customer’s name)
Keep them short and snappy so they’re not cut off
Consider using emojis (if appropriate)
Add a sense of urgency
Address specific pain points
Create a sense of mystery
Increase the relevance
Avoid clickbait
Ask questions
Don’t use spammy techniques (like ALL CAPS or excessive punctuation!!!!)
Email segmentation should be high on your list of priorities, as not all of your email communications will be appropriate for everyone on your email list. You can segment your customers by demographics, geographics, engagement, behaviours, purchase history, cart abandonment and more.