The Power of Stigmergic Social Annotation and H2H Subject Lines in Collective Sensemaking and Email Open Rates

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Jul 21, 2023
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The Power of Stigmergic Social Annotation and H2H Subject Lines in Collective Sensemaking and Email Open Rates
Introduction:
In today's digital landscape, platforms play a dominant role in controlling and optimizing user attention. However, there is a growing movement towards decentralization and open source frameworks that aim to free human attention from platform control. This article explores the pivotal role of stigmergic social annotation in collective sensemaking and how H2H (human-to-human) subject lines can increase email open rates. By examining the commonalities between these two concepts, we can uncover actionable advice for individuals and communities looking to empower themselves in the digital world.
Stigmergic Social Annotation and Collective Sensemaking:
Stigmergic communication is a concept where the environment acts as a distributed memory, with modifications left by others providing feedback for the emergence of novel system-level behavior. In the digital realm, stigmergic markers, such as likes, annotations, and hyperlinking of text, serve as digital traces of human attention. These markers hold great value for both extractive (ad-tech) and constructive (collective sensemaking) purposes. The Open Source Attention framework aims to "free" stigmergic markers by creating a decentralized ecosystem for their creation, storage, and querying. This movement parallels the open source software movement, emphasizing the liberation of valuable digital resources.
H2H Subject Lines and Email Open Rates:
Email marketing is a powerful tool for communication, but achieving high open rates can be challenging. One common reason for low open rates is a lack of subject line framing that resonates with subscribers. People want to know that an email is written specifically for them and addresses their needs or interests. Research shows that focusing on personal gain rather than social responsibility increases the likelihood of engagement. Additionally, leveraging the dimensions of curiosity can captivate readers and increase open rates. Deprivation sensitivity, joyous exploration, social curiosity, stress tolerance, and thrill-seeking are all dimensions that can be tapped into when crafting subject lines.
Actionable Advice:
- 1. Embrace personalization with purpose: Personalization goes beyond simply adding a first name tag to the subject line. Instead, consider how you can tailor the content to resonate with the individual's needs or interests. Create subject lines that address their pain points or offer solutions that cater to their specific desires.
- 2. Be specific and set expectations: Specificity in subject lines sets clear expectations and allows readers to visualize a desired outcome. Incorporate words like "now" to create a sense of urgency and prompt immediate action. This can significantly impact open rates and engagement.
- 3. Optimize for mobile: As more people access their emails on mobile devices, it's crucial to consider the limitations of the mobile screen. Keep subject lines concise, around 33 characters, to ensure they are fully visible within the limited field of view. Test different subject line lengths to find the optimal balance between capturing attention and conveying the message.
Conclusion:
Stigmergic social annotation and H2H subject lines share a common goal of empowering individuals and communities in the digital realm. By understanding the principles behind these concepts, we can take actionable steps to increase email open rates and contribute to collective sensemaking efforts. Embracing personalization, specificity, and mobile optimization are key strategies for achieving success in both realms. As we move towards a more decentralized and open source ecosystem, it is essential to leverage these practices to reclaim control over our attention and foster a healthier digital environment.
Resource:
- From Users to (Sense)Makers: On the Pivotal Role of Stigmergic Social Annotation in the Quest for Collective SensemakingFrom Users to (Sense)Makers: On the Pivotal Role of Stigmergic Social Annotation in the Quest for Collective Sensemaking - 2205.06345.pdf (Glasp)
- How to Increase Email Open Rates with H2H Subject Lines | Literal Humans (Glasp)
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