How to Increase Email Open Rates with H2H Subject Lines

Kazuki

Hatched by Kazuki

Aug 31, 2023

3 min read

0

How to Increase Email Open Rates with H2H Subject Lines

The average email open rate across industries is 19.66% in 2022. If your email open rates are below this average, it could be due to two reasons: either your subscribers don't want to hear from you, or you're not framing your subject lines to show what's in it for them. The key to increasing email open rates lies in creating subject lines that appeal to the readers' personal interests and needs.

Research has shown that people are more likely to take action when they perceive a personal gain rather than a sense of social responsibility. For example, a study on solar adoption found that individuals were twice as likely to adopt solar power when the messaging focused on personal benefits rather than environmental impact. This highlights the importance of tailoring your subject lines to cater to the readers' self-interests.

Curiosity plays a significant role in driving email open rates. The brain releases dopamine, a feel-good chemical, when we encounter a knowledge gap or something unfamiliar. To leverage this curiosity, craft headlines that cater to at least one of the five dimensions of curiosity: deprivation sensitivity, joyous exploration, social curiosity, stress tolerance, and thrill-seeking. By piquing readers' curiosity, you create a desire for them to open your email and satisfy their quest for knowledge.

Triggered emails have been found to be more effective than newsletters in terms of open rates. A study by GetResponse discovered that triggered emails achieved an open rate of 35.64%, while newsletter open rates were at 20.58%. Triggered emails are personalized and sent based on specific actions or events, making them more relevant and timely for the recipients. Consider implementing triggered emails in your email marketing strategy to increase open rates and engagement.

Personalization is key, but it goes beyond simply adding a first name tag to your subject line. In fact, research by GetResponse found that open rates were lower when subject lines included this form of personalization. Instead, focus on specificity in your subject lines to set clear expectations for the readers. For example, subject lines with the word "now" scored an open rate of 31.73%. This indicates that readers are more likely to open emails when they know there is a sense of urgency or immediate value.

Considering the prevalence of mobile phone usage, optimizing your subject lines for mobile screens is crucial. While the average subject line is 44 characters long, mobile phones can only display around 33 characters in the field of view. Keep your subject lines concise and impactful, ensuring that they convey the core message within the limited space available. By adapting to mobile viewing habits, you increase the chances of your emails being opened and read.

In conclusion, increasing email open rates requires a strategic approach to subject line creation. By focusing on the readers' self-interests, leveraging curiosity, implementing triggered emails, personalizing with specificity, and optimizing for mobile, you can significantly improve your email open rates. Remember, the goal is to make your subscribers feel that your email is written specifically for them, addressing their needs and desires. By doing so, you can foster a stronger connection with your audience and enhance the effectiveness of your email marketing campaigns.

Actionable advice:

  • 1. Conduct audience research to understand your subscribers' interests and motivations. Use this information to create subject lines that resonate with them on a personal level.
  • 2. Experiment with triggered emails to send timely and relevant content to your subscribers. This can help increase open rates and drive engagement.
  • 3. Regularly review and optimize your subject lines for mobile viewing. Keep them concise, impactful, and within the character limit visible on mobile screens.

Remember, increasing email open rates is an ongoing process that requires continuous testing, analysis, and adaptation. Stay attuned to your audience's preferences and adjust your strategies accordingly.

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