How to Increase Email Open Rates with H2H Subject Lines | Literal Humans

How to Increase Email Open Rates with H2H Subject Lines | Literal Humans

The average email open rate across industries is 19.66% in 2022, and if your open rates are below this average, it's time to make some changes. One of the main reasons why subscribers may not be opening your emails is because you're not framing your subject lines to show what's in it for them. Before people open your email, they want to know that it's written for 'them'. If you focus on yourself or your product, you risk losing their interest.

In a study conducted in 2020, researchers examined how messaging affected solar adoption in 29 different cities. They found that people were twice as likely to adopt solar power when the message focused on personal gain for the adopter rather than social responsibility. This highlights the importance of catering your subject lines to resonate with the reader's personal interests and desires.

Research also shows that the brain releases dopamine, a feel-good chemical, as a reward for satisfying our curiosity. This means that if you can create a knowledge gap or present something the reader doesn't know, they will be more inclined to open your email. To tap into this curiosity, use subject lines that cater to at least one of the five dimensions of curiosity: deprivation sensitivity, joyous exploration, social curiosity, stress tolerance, and thrill-seeking.

Triggered emails have been found to perform almost twice as well as newsletters when it comes to open rates. In a study by GetResponse, triggered emails had an open rate of 35.64%, while newsletters only reached 20.58%. This highlights the importance of sending timely and relevant emails to your subscribers. By using triggers based on their behavior or actions, you can increase the chances of them opening and engaging with your emails.

When it comes to personalization, it's not just about adding a first name tag to your subject line. In fact, the GetResponse study found that open rates were actually lower when subject lines included this form of personalization. Instead, focus on creating specificity in your subject lines. This sets an expectation for the reader and allows them to visualize a clear outcome. For example, subject lines with the word "now" scored an open rate of 31.73% in the GetResponse study.

It's also important to consider mobile optimization when crafting your subject lines. Most people open emails on their mobile phones, and the average subject line is 44 characters long. However, mobile phones can only accommodate around 33 characters in the field of view. This means that shorter and more concise subject lines have a higher chance of being fully visible and enticing the reader to open the email.

Incorporating these strategies into your email marketing can help increase your open rates and ultimately improve your email engagement. Here are three actionable tips to implement:

1. Focus on the reader: Craft subject lines that highlight the personal gain or benefit for the reader. Show them that your email is specifically tailored to their needs and interests.

2. Tap into curiosity: Create subject lines that trigger curiosity and make the reader want to learn more. Present a knowledge gap or offer them something they don't know to satisfy their desire for exploration.

3. Optimize for mobile: Keep your subject lines short and concise, ensuring they are fully visible on mobile devices. By maximizing the visible space, you increase the chances of capturing the reader's attention and enticing them to open the email.

In conclusion, increasing email open rates requires a strategic approach to subject lines. By focusing on the reader, tapping into curiosity, and optimizing for mobile, you can improve your chances of capturing their attention and getting them to open your emails. Remember, it's not about you or your product; it's about showing the reader why they should care and how your email can benefit them.