"The Power of H2H Subject Lines and the Role of Community in Increasing Email Open Rates"

"The Power of H2H Subject Lines and the Role of Community in Increasing Email Open Rates"

Introduction:
Email marketing continues to be a valuable tool for businesses, but getting recipients to open those emails can be a challenge. The average email open rate across industries in 2022 is only 19.66%. This low open rate may be due to two reasons: either subscribers don't want to hear from you (unlikely, since they signed up for your emails), or you're not framing your subject lines to show what's in it for them. In this article, we will explore how to increase email open rates by using human-to-human (H2H) subject lines and the role of community in the curator economy.

Connecting the Dots:
Before people open your email, they want to know that it’s written specifically for them. People are more likely to adopt an idea or take action when the message focuses on personal gain rather than social responsibility. Research has also shown that the brain releases dopamine, a feel-good chemical, when we encounter a knowledge gap or something we don't know, driving us to seek answers. Therefore, it's crucial to create subject lines that cater to curiosity and highlight the benefits for the recipients.

Actionable Advice 1: Appeal to Curiosity and Personal Gain
When crafting subject lines, consider the five dimensions of curiosity: deprivation sensitivity, joyous exploration, social curiosity, stress tolerance, and thrill-seeking. By incorporating elements that align with these dimensions, you can create subject lines that pique recipients' interest and increase the chances of them opening your email. Additionally, focus on highlighting the personal gain or benefits for the reader rather than solely promoting yourself or your product.

Actionable Advice 2: Leverage Triggered Emails and Specificity
Triggered emails, such as welcome emails or abandoned cart reminders, have been found to perform better than newsletters in terms of open rates. They provide timely and relevant information to recipients, increasing their engagement. Moreover, specificity in subject lines sets clear expectations and allows readers to visualize a clear outcome. For example, using words like "now" in subject lines has been shown to result in higher open rates.

Actionable Advice 3: Optimize for Mobile Devices
With the majority of people opening emails on their mobile phones, it's essential to optimize subject lines for mobile viewability. While the average subject line is 44 characters long, mobile phones can only display around 33 characters. Keep your subject lines concise and impactful, ensuring that the most crucial information is visible within the limited space.

The Role of Community in the Curator Economy:
In the ever-expanding digital landscape, the role of community has become increasingly significant. People are no longer just consumers of content; they are seeking guidance from curators who can distill and distribute valuable information. The curator economy has emerged, emphasizing the importance of trustworthy and knowledgeable individuals who can sift through the overwhelming amount of content and provide curated selections.

Micro-influencers are gaining popularity over traditional celebrities because of their close connection with their community. They are relatable and trusted, making their curated content more valuable. However, it's crucial to distinguish between true curation and sloppy work disguised as curation. Diligent curation requires effort and expertise, and it should be monetized appropriately to support the curators' work.

Conclusion:
Increasing email open rates requires a human-centric approach, focusing on personal gain, curiosity, and specificity. Crafting H2H subject lines that cater to recipients' needs and desires will grab their attention and encourage them to open your emails. Additionally, leveraging triggered emails and optimizing for mobile devices can further enhance open rates. In the curator economy, the role of community and trusted curators is essential in navigating an oversaturated world of content. By valuing and supporting true curation, we can ensure that the curated content we consume adds genuine value and helps us focus on what truly matters.