Marketing to Brides: How to Write an Email Subject Line Brides Will Open
People get hundreds, if not thousands, of emails every single day. You probably do, too. Think about your own private email for a minute. You likely have an email address you’ve used to sign up for promotions with. If you are honest with yourself, a majority of the emails you receive go unopened. According to recent research, only about 20-30% of marketing emails ever get opened. The good news is that there are a few tricks to get your vendor emails opened by brides.
It’s All About the Subject Line
The principles of journalism apply to email marketing rather neatly. Journalists know that in order to engage readers, they have to write a catchy title. This is even more important on the Internet, where there is plenty of content to consume. According to Slate, about 38% of readers will “bounce” from a website without interacting with it. Half of the people who didn’t bounce without interacting will leave before they’ve read half of an article. This is why journalists use an inverted pyramid. The inverted pyramid refers to placing all-important information up front, and putting less important information further down in the article. This concept works for email marketing to brides, as well. To make your point, and to get people to open your email, you have to draw them in with an enticing subject line. So, how exactly do you do that?
Make it Personal
Research shows that people enjoy seeing their name in an email subject line. For a bridal vendor, you can make it even more personal by adding their wedding date. The only thing a bride likes more than seeing her own name is seeing her wedding date in black and white. Try to incorporate this personal information into your emails marketing to brides to increase the chance it will be opened. This is a solid tip for any email marketing campaign, but it works especially well in the bridal industry because it also indicates that the bride has had a direct dealing with the email sender.
Make it Enticing
Marketing research shows that emails are more likely to be opened if they give away what the content of the email is about. For example, a person is more likely to open an email with the subject line “The top 10 wedding songs of 2014” than an email with a subject line of “Open this for information about wedding songs.” Revealing a bit of information will help the reader decide if the email is something they need to know about. You can also make the subject line more enticing by asking a question. This can be coupled with making the email personalized, too.
Avoid the Spam Filter
Spam filters are more sophisticated now than ever, and they often use “terms” that are commonly used by spammers to sort out what emails make it to a consumer’s inbox. You can write a truly effective subject line, but if the spam filter picks it up, it doesn’t matter because your potential client will never see the email in the first place. Marketing to brides is as much about what you don’t say as what you do. Email subject lines containing phrases like “click here,” “you’re a winner,” “amazing opportunity,” “free” and “discount” are quickly picked up by spam filters and relegated to the deep dark corners of the spam folder. Excessive punctuation marks in the subject line may also trigger spam filters. To make sure your email actually makes it to the inbox, be sure to avoid these obvious spam phrases, and keep the punctuation to a minimum.
About the author:
Rick Caldwell, VP of Technology, has worked in the IT industry since 1996. Prior to PWG, Rick worked a Consumer Source as a Technical Lead under the ApartmentGuide.com, NewHomeGuide.com, AutoGuide.com, and Rentals.com divisions. His leadership was instrumental in bridging the gap between print and on-line products. He attended Tennessee State University where he pursued a degree in a Computer Science. He also received a Business Administration degree at American Intercontinental University. In his spare time, he enjoys cycling, hiking, camping, and traveling to exotic locations around the world. He also active volunteers mentoring at-risk youth and facilitates the development of adult career exploration programs in partnership with religious organizations in the Atlanta area.