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. If your open rates are lower than this, it's probably for one of two reasons: 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. Before people open your email, they want to know that it's written for 'them'. The job of the email subject line is to make the reader know they want to see the email. People don't care about you or your product, and if you focus on yourself, you lose them.

In a study on solar adoption, researchers 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 shows that framing your message in a way that appeals to the individual's self-interest is more effective than appealing to a larger cause. In the case of email subject lines, this means highlighting the benefits or value that the reader will receive by opening the email.

Research shows that the brain releases dopamine, a feel-good chemical, as a reward for satisfying our curiosity. So once we encounter a knowledge gap or something else we don't know, we want to figure it out. To increase email open rates, use 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 creating subject lines that pique the reader's curiosity, you increase the chances of them opening the email to find out more.

A study by GetResponse found that triggered emails performed almost twice better than newsletters. Open rates for triggered emails reached 35.64%, while newsletter open rates sat at 20.58%. This suggests that sending personalized and targeted emails based on specific triggers or actions taken by the recipient can significantly improve open rates. However, it's important to note that personalization doesn't mean simply adding a first name tag to your subject line. In fact, the study found that open rates were actually lower when subject lines included this form of personalization. Instead, focus on creating subject lines that are specific and set clear expectations for the reader.

Another important factor to consider when crafting email subject lines is mobile optimization. Litmus found that most people open emails on their mobile phones. While the average subject line is 44 characters long, mobile phones can only accommodate around 33 characters in the field of view. Therefore, it's crucial to keep your subject lines concise and to the point. Make every character count by using compelling and descriptive words that capture the reader's attention and entice them to open the email.

In the realm of leadership and communication, the concept of starting with "why" is equally important. Great leaders inspire action by communicating from the inside out. They understand that people don't buy what you do; they buy why you do it. The goal is not just to hire people who need a job; it's to hire people who believe what you believe. When leaders communicate their beliefs and values, they tap into the part of the brain that controls behavior and emotion. This is where gut decisions come from, and this is what inspires people to take action.

Leaders and organizations that inspire others are those who have a clear purpose, cause, or belief. They have a vision that goes beyond just making money or achieving success. Take the example of Orville and Wilbur Wright, the inventors of the airplane. They were driven by a cause, a purpose, and a belief that their flying machine would change the course of the world. This sense of purpose and belief is what sets great leaders apart and inspires others to follow them.

To achieve mass-market success or acceptance of an idea, you need to reach a tipping point of 15-18% market penetration. This means that you need to convince a significant portion of the population to believe in your cause or idea. However, it's not just about convincing them intellectually; it's about appealing to their emotions and values. When people share the same beliefs and values as a leader or organization, they are more likely to support and advocate for them.

In conclusion, increasing email open rates requires a strategic approach to crafting subject lines. Focus on framing your message in a way that appeals to the individual's self-interest and highlights the benefits or value they will receive. Tap into the power of curiosity by creating subject lines that cater to the five dimensions of curiosity. Personalize your emails based on specific triggers or actions taken by the recipient. Optimize your subject lines for mobile devices by keeping them concise and attention-grabbing. In the realm of leadership, communicate from the inside out by starting with "why" and appealing to people's beliefs and values. Inspire action by having a clear purpose, cause, or belief that resonates with others. Remember, people don't follow leaders because they have to; they follow them because they want to.