Direct Mail Planning and Execution Checklist

Direct mail seems like a pretty simply process. You get a list, write a letter, print the mail components, stuff the envelopes and slap on some postage. Then you wait for the response. And wait you will.

Yes, getting into the mail is pretty simple, but getting response is another story.




 With this checklist, we’ve provided an overview of everything that needs to be considered in strategic planning, creating and executing your direct mail program or campaign. It doesn’t guarantee good results, but it does put you on a path to success.

1. Program Goal and Expectations
Before you get started, think about what you want to accomplish with this mailing. Do you want to generate leads, orders, subscriptions, memberships, attendance, donations, website traffic or retail traffic? And what are your realistic expectations?

2. Product/Service Opportunity
This may be obvious, but can you can these questions? What does your product or service do for your target audience? And how will it change the status quo of your audience?



3. Positioning/Competitor Analysis
Positioning is about how your product or service fits into the marketplace – and how your target audience perceives you in comparison with your competitors. Are you the lowest-cost provider with an entry-level product? Or are you the highest-cost provider for a more sophisticated audience?

4. Sales Process Integration
Direct mail is a sales function and needs to fit into some part of your sales process – lead acquisition, lead conversion, customer nurturing/sales. Keep in mind the reason you’re doing this campaign is to improve efficiency, save time or save money. How will this promotion replace or improve what you’re already doing?

5. Audience Profile/Segmentation
Before you start looking for lists, get a picture of who you want to reach. An audience profile will help you sketch out a detailed overview of your best prospects. It will include both demographic and psychographic descriptions that help you to narrow your list search.

6. Mailing List Selection
With your profile(s) in place, there are many choices for mailing lists. First, there are multiple types
of lists – compiled lists, responses lists, managed lists, web-based lists. Second, there are multiple providers within each type of list. Third, every list has multiple segmentations allowing you to narrow you focus on your best prospects.

7. Offer Development
The offer is the most important element in driving response quantity and quality. Understand the differences between lead generation and order generation offers – it’s essential. If an offer needs to be created (e.g., a white paper), complete that step before you go into the mail.

8. Format Selection
Formats fall into two broad categories – envelope mailers and self-mailers. Envelope mailers typically have a letter and reply card, but can also include a brochure and other inserts. Self-mailers, including postcards, come in many different sizes and arrangements. All formats come with different advantages and different costs.

9. Testing Strategy
Testing is often viewed as a pre-mailing step, but we believe it should be an ongoing part of your overall mailing program. Continue to mail what you know is working, but always look for ways to improve. Dedicate a small percentage of your mailing (10%) to trying new things and always test against your “control” mailing.

10. Main Selling Points
Make a list of the main selling points of your product or service. Selling points are the benefits, or “reasons why” someone would want to buy. Some selling points are clearly more important than others, but there is usually one selling point that stands apart as the main reason why your target audience will buy. This is often called the Unique Selling Proposition (USP).

11. Creative
Creative is the most talked about step in this process because it’s the most visible. But the focus needs to be on the persuasiveness of the message – not its creativity or cleverness. Moreover, adjustments in the creative should be judged on improvements in response quantity and/or quality.

12. Personalization
Personalization can be applied at different levels – from a simple addressing of the envelope to multi-part addressing and letter customization to variable data printing (vdp). Personalized landing pages (pURLs) should also be considered. Personalization can improve response but will also increase costs.

13. Response Channels
It’s always best to give your readers multiple ways to respond. Your choices are reply mail, an 800 number, a fax reply, a dedicated landing page (or pURL), your website, email, mobile text or walk-in? Walk-in response is typically limited to retail or trade show response.

14. Production
Production covers all those services needed to get your mailing out the door. This includes your mailing list provider, data processing service bureau, printer, mail house and the postal service. Postage is an important consideration – will you be mailing first class or standard (bulk rate)? If you’re using a landing page or pURL, where will it be hosted and who will collect the data? If you’re using reply mail, have you arranged for a business reply permit?

15. Budgets
A direct mail campaign should cost between 50 cents and $1 per piece depending on complexity and quantity. (Some mailings – especially 3-dimensional packages – will cost several dollars or more per piece, but they are the exception.)
When looking at your budget, separate out your fixed costs from your variable costs. Your creative and project management costs are fixed budget items. These costs remain the same regardless of quantity. Your variable costs – for lists, printing, mailing, and postage – will change with quantity.

16. Schedules
A direct mail campaign typically takes 5-10 weeks to get into the mail. The most time-consuming step is the creative which can take 2-6 weeks depending on the complexity and the turnaround time for approvals and revisions. Beyond creative, you also need to plan for printing (usually 2-3 weeks) and mailing services (1 week). Naturally all of these services can be rushed.

As for delivery times, expect delivery in a few days if you’re mailing first class. With standard postage (bulk rate), your mailing may take 10-14 days (sometimes longer) depending on the location of your target audience.

17. Response Tracking and Measurement
If you’re only doing one mailing at time with no tested elements, this is pretty simple. You just count the number of response you get – from all response channels. But what if you have overlapped mailings or you’re testing different lists or different offers or creative? Then you need to develop tracking codes to identify the source of each response.

18. Response Analysis and Adjustment
The most common analysis is the response rate, but this doesn’t take into account the quality of the lead or the cost of the lead. We prefer analyzing programs on a cost-per-lead or cost-per-qualified-lead basis. If the sales cycle is short enough, we can also analyze according cost-per-order.

Based on the response, this is also a time to make adjustments. If you need more leads, you can adjust your offer to make it appealing to more people. If lead quality was a problem, you can add some qualifying questions to your offer to improve lead quality. If the cost per response is an issue, you may want to look at direct mail formats that cost less.

19. Follow-Up Strategy
Only in some cases does a direct mail stand alone. Most direct mail programs – especially those that produce leads – need to be supported by a follow-up strategy that may include additional mail, email, phone or face-to-face sales calls.

We strongly recommend setting up an email nurturing program that stays in touch with all new leads – even if the leads are immediately turned over to sales. This can include email “drip” programs and email newsletters.

Caution: Make sure your lead nurturing program is in place BEFORE you send out your mailing.

For more direct mail information visit us http://greenlightmediainc.com/direct-mail-marketing.html

The Ideal Marketing Strategy

As technology continues to develop—and change the way we do business—many have considered print a dead medium and online marketing the wave of the future. Nevertheless, the print industry is far from dead; in fact, print marketing has only continued to grow and evolve alongside the upsurge of new technology.

Direct mail continues to be used heavily, with a 43% share of total local retail advertising. And, according to a Pitney Bowes survey, 76% of small businesses say their ideal marketing strategy encompasses a combination of both print and digital communication.

There are many reasons why print is (and will remain) an effective tool for delivering your message to your audiences.

Variable Printing
Although variable printing is by no means a new process, consumers have been using it with more frequency as advancements in printing technology have lowered the cost. Variable printing allows you to uniquely customize each piece of media by changing certain elements from piece to piece, taking advantage of the power of complex personalization.

For example, you could run a mailer campaign and personalize each postcard with the name of the recipient, or create unique coupons with individual serial numbers so that you can track which customers used them. When this technique is used with variable images, for example, you could create a series of assorted business cards, each with a different photo background.

Personalized print media has a more powerful presence than a personalized email, because the audience can recognize that it takes more effort to customize print media than digital. Accordingly, the audience feels special because of what is a personal touch often lacking in traditional print marketing.

QR Codes and NFC
As our smartphone and tablet technologies continue to grow and develop, so too has the interactivity of print media.

It used to be that the only way to advertise your Web presence via print was to include the URL and hope that the audience took the time to type it into a browser. Nowadays, QR codes and NFC technology make it possible for your print media to directly connect customers to your website.

QR codes can be customized with colors and patterns to better integrate into your print marketing designs
and to give you the opportunity to add branded elements.

NFC (near-field communication) is a new technology that is not available in all devices, but it is sure to replace QR codes down the line. NFC technology uses a tiny microchip to send a signal directly to your mobile device without the need for scanning. Tap the print media against your mobile device, and the NFC chip will instantly connect you to the website.

These technologies can also be used in more creative ways than simply connecting your audience to a website. They can be used to distribute files, play videos, or activate augmented reality features that encourage your audience to explore and engage, as well as share with others.

Print and Social Media
Social networking has become an integral part of the way entrepreneurs reach their customers, but the idea of networking has been around much longer than Facebook and Twitter. After all, what's a business card if not a social medium? When you hand a potential customer or business relation a business card, you're making a social connection with that person and giving them the means to do the same with you.

Online social media can also be fully integrated with any print marketing campaign. In fact, you'd be hard-pressed to find a business card from a serious entrepreneur without his or her Facebook address, Twitter address, or other social networking URL printed on it. (Slightly over half of respondents to a Nielsen survey said they used a social media advertising campaign in conjunction with print media.) 

Though some designers unfortunately make tragic mistakes when working with print and social media, the two often share a symbiotic relationship: print media help to draw attention to your social media sites, and your social media profiles can be used to strengthen your print campaign.

By adding customer comments and testimonials from your social networking profiles to your print designs, you can make your print marketing that much more effective.

Print Marketing Is Used Less, so It Stands Out More
Many companies are competing online for their audience's attention, which can make it hard to stand out in the crowd. However, since online marketing tends to be the focus of most businesses, a void is left in print marketing that is begging to be filled.

Compared with how often and how quickly you check your email, consider the daily ritual of going to the mailbox and checking your postal mail. You set aside a few moments to take the time to look at every piece of mail before going back to whatever it was you were doing before. That means your print materials are likely to receive extra attention—especially if they look unique:

Research from the US Postal Service indicates that most who receive direct mail advertising pay attention to it; households report that they tend to respond to about 1 in 10 pieces of direct mail. An International Communications Research survey found that 73% of consumers actually prefer mail over other advertising methods. And according to Research by Mail Print, 85% of consumers sort and read their snail mail on a daily basis, and 40% try new businesses after receiving direct mail.

No matter how crucial digital marketing becomes, there is still a large audience you can reach through print marketing and direct mail campaigns.

Print Is More Than Just Paper Products
The doomsayers who perpetuate print marketing myths regarding the "death of print" often forget that print media extends well beyond your typical paper products, such as business cards, brochures, and presentation folders. Print media can include promotional drinkware, magnets, stickers, pens, keychains, coasters, or even apparel such as T-shirts and buttons.

These tend to be thought of as gifts, not marketing collateral, so your audience is more likely to hold on to them for longer, helping to build your brand familiarity and create a stronger impression with your audience. In fact, according to the Advertising Specialty Institute, 84% of Americans retain a company's name when they receive promotional gifts with that company's logo on it.

If it's an inanimate object, there's a good chance it can be emblazoned with your brand's logo and integrated into your marketing campaign. The items don't even have to be something that your audience takes home with them to make an impression: You could, for example, use branded napkins and cups at a gala dinner, or display a promotional banner on your podium while giving a presentation.

Least-expensive Cost per Impression
Small businesses need more bang for their buck, which is why a low cost per impression (or CPI) is essential for running an effective marketing campaign—one that can reach the greatest number people at as low a cost as possible.

In fact, according to the Advertising Specialties Study, the most popular promotional items, such as pens, shirts, and caps, have an average CPI of $0.002—lower than the average for online marketing, which tends to be $0.0025 per impression.




A 2010 study by the Direct Marketing Association found that $1.00 spent on print advertising expenditures can generate an average of $12.57 in sales. That high return ratio was found to be universal across all industries: No matter what business you are in, print is still an effective medium for creating sales and generating revenue, especially as premium printing techniques continue to evolve.

Conclusion
Although print marketing can lead to success, it doesn't guarantee it. You still need to develop an effective print strategy that will put your brand in the spotlight and excite your audience. If you use the same, boring print materials as everyone else, you will have a hard time making your mark.

Get creative, put some real thought and effort into your print marketing collateral, and make use of all the tools and technologies available to you.

Don't Miss the Jetta TDI Value Edition

The Volkswagen Jetta TDI Value Edition is a new feather added to Volkswagen’s cap that with its heated front seats, 6-speaker sound systems and a TDI Clean Diesel engine makes every journey really worth taking. With the price of diesel being way higher than the price of unleaded fuel, Volkswagen has indeed gone a long way to make Jetta TDI Value edition fully power packed to make the people just love it.

With features like a better steering system than most cars in its segment, larger wheels and tyres, cruise control, heated front seats, an iPod connection, satellite radio and even extra stereo speakers and we could keep going, Jetta TDI Value edition makes it an irresistible buy for a lot of people. The Volkswagen Jetta TDI was already loveable (of course the major reason being the fewer fill-ups!), but the new Jetta TDI Value edition has added so many new features and taken it to a new high of being loveable and has made getting a new diesel-powered car a bit easier now!

The prices of the Jetta TDI Value edition start at $21,295 (+ $820 for destination charges) for a six speed manual transmission, while a six speed dual clutch automatic transmission can be added for just another $1,100. And for such a mind-boggling price, a customer gets 140 horsepower, 236 pound-feet of torque and an irresistible 42 miles per gallon on the freeway! The engine in the car is the same that is used across all of Volkswagen’s line-ups. But when most diesel cars ensure that you save on fuel, they don’t promise much on saving money front. With most diesel cars it could take years and years before one could make up for the savings that one makes at the pump. But that is not the case with the Volkswagen Jetta TDI Value edition. The Jetta TDI Value edition is the least expensive diesel car in the U.S., being about $2300 cheaper than the standard Jetta TDI itself. The Jetta TDI Value edition comes with the standard basic features but is power-packed by offering the standard features with a superior premium drivetrain.

The Jetta is good in the city and mind-blowing on the highway, almost touching the fuel-economies of the best and the most efficient of the gas-electric hybrids. The simple economic math on the Value edition is just irresistible and compelling when we compare it with the gas-powered economy cars which would not offer the kind of value for money that the Jetta TDI Value edition does.

Moreover, if we look at the Jetta TDI Value edition with a long term perspective, it holds immense value because of two major reasons – one would be the longevity of the car and the other would be the high resale value that the car holds in the future. The engines generally last for hundreds of thousands of miles.

The Jetta has as it is been one of the most successful cars from the Volkswagen house in the recent years, irrespective of what the critics have said. In 2010, around 74,000 Jettas were sold though critics had condemned it completely. In 2013, 163,000 Jettas were sold. And with the Jetta TDI Value edition added to its kitty, Volkswagen will only boost these numbers. It is indeed a great car, perhaps the best deal one could get at the price point at which it is being offered. The best thing is that Volkswagen has managed to cut costs without compromising on the quality. The interiors may feel a little low-rent and may not compare well with the superior original Jetta, but it’s still worth it.

Sales is Not A Gamble!

Sales is not a lottery ticket. It’s not a way to get rich quick, sorry MLM world. Sales isn’t a sleazy chick looking to sell some old unsuspecting man a beater car to make some quick coin. That’s a crook. Sales is not a lay-over profession while you look for a job in your field, that’s lack of commitment.

Sales is a profession for the skilled, creative and driven.
 
It’s a craft that must be honed.
 
Sales is a science that must be studied. It’s an art that needs to perfected.
Companies and every day people rely on sales folks to grow their business, to save money, to look good, to lose weight, to feel good, to beat the competition, to realize their dreams, to win a race, to expand their mind, to save time, to be more efficient, to build a car, to have more fun, to design software, to build skyscrapers, to redesign their homes, and everything else that happens in the world. Sales people are behind the biggest and most impacting changes in our lives.

Sales is no joke. Sales people make the world go ’round.

If you’re in sales to help people and businesses grow, win, change, share, etc., then you’re in for the right reason. If not, get out. You’re not doing you or your customers a favor.
You can make a lot of money in sales. The bigger the impact you have in people lives, the more money you can make. But, sales is no lottery ticket.
 
Poweball is $150 million dollars as of this morning. Now that’s a lottery ticket! Sales is a profession. Take your pick.

You're Choosing To Be A Loser.

Circumstances never magically fix themselves.
Bad times don’t just automatically get better.
You have to be involved in the process. You have to change what you’re doing.

You have to make hard decisions.

Even when you don’t feel like it. Even when you don’t think you’re capable of changing — you have to change.
Because nothing gets better until you start making it better.
No matter how far you have been kicked down there’s always a way to rise above the failure you’re experiencing now.

There’s always a way up — always a way out.

You’re only trapped where you are because of your indecision.
You  know exactly what you need to do right now in order to start fixing the mess you are in.

You know what you need to stop doing, what you need to start doing, the places you need to go, and the people you need to call.

It makes no sense to prolong making that decision or to ignore that it needs to be done in the first place.
Not deciding doesn’t protect you. It just makes you a loser for longer.
And that’s a silly way to live.

12 Strategies to Boost Email Marketing Click Through Rates

In a world where people receive hundreds of emails a day, it can be difficult to stand out.

After investing resources into an email marketing campaign, your company doesn’t want to be overshadowed by newsletters and deals from other organizations. Your email marketing must be top notch.

The key to email marketing is sparking people’s interest with your subject lines, along with the content they present.

Below is a list of strategies for improving your email click through rates, followed by 23 strategic subject lines we can put to practice today. (Plus, I include my highest converting subject line at the end!)
12 Strategies to Boost Email Marketing Click Through Rates

1. Numbered Lists

Numbered lists are an easy way for people to digest information, which increases the likelihood of people opening your emails. Make it a “best of” list or a collections of tips, and you have an enticing subject line.

Numbered lists also give people an idea of how much content your email contains, allowing them to make a decision about whether or not they have time to read it.

This is a screenshot of an email I received (via mobile) from BodyBuilding. With high quality images and provocative list-headlines, these emails demonstrate an effective and professional strategy.

2. Ask Questions

Questions are a proven method for engaging people in the emails they’re reading, as cited by unbounce. By simply adding a question mark to your email subject lines, you can engage your recipients mentally and improve click through rates.

Questions like “Can I get your opinion?” tend to perform well, while “Would You Like To Make $1000 Right Now?” tend to filter straight into the spam folder.

3. Focus on Buyer Interests

Knowing your target market’s persona will make it possible to play on their interests in your subject headlines. Try creating a headline that mentions your target’s favorite sports team or a reference to their favorite movie.

Depending on the level of outreach (manual or automated), we can get super customized. If we’re sending massive blasts, we can take advantage of segmenting (making collections/groups of emails based on a certain demographic) and send tailored emails per each segment.

4. Say It With Symbols

Subject lines that utilize symbols stand out in our inbox. Unicode symbols, such as those displayed below, are being recognized by more email services, making it possible to stray away from the traditional symbols of percentages and dollar signs.

What if we combine our Unicode symbols with the segmenting tactic from earlier?

Maybe we have a group of 100 emails we know are Jewish. We can impress them by sending a tailored email on a Friday, such as:

This is a customary social interaction on Fridays (‘Shabat Shalom’ is a general greeting on Shabat, while Happy Holidays might be a safe way to include additional segments depending on the time of year).

Unicode symbols open up many possibilities for grabbing our attention.

5. Be Clever

Clever subject lines that incorporate rhyming, puns and word play are interesting and encourage people to click. This image, via GetResponse, depicts examples of creative and attractive subject lines:

6. Timing

Strategic timing is an element that can play a big role in determining whether or not people open your emails. For instance, a restaurant that emails potential customers right before the dinner hour would likely see engagement from hungry members of their target market.

7. Pretend You’re on Twitter

Twitter is a platform for exchanging ideas and information very quickly with very few characters. Applying this strategy to email marketing is often effective, because concise emails get your point across without any fluff.

For example, if you are emailing people to promote your new blog post, simply introduce the topic and indicate that interested individuals can find further information via the link that you included.

8. Provide a Call to Action

Subject lines with a call to action will instill a sense of urgency in people, which could lead to higher click rates. Brackets make for a nice way to include a call to action at the end of a subject line, as demonstrated by unbounce:

9. Take Advantage of Preview Text

When you see an unopened email in your inbox, the subject line is displayed along with a preview of the first line of the email. Use this preview to increase the impact of your subject lines by offering further information or explaining the statement in your subject line.

Buzzfeed uses this strategy by offering a generic statement such as “not cool guys,” then explains their grievance in the preview text, as discussed by HubSpot.

10. Use Trigger Words

Utilizing certain keywords in your subject lines can trigger higher click rates. For example, emails with subject lines featuring the terms “sale” and “free delivery” produce more opens than emails without those terms, as cited by Econsultancy.

11. Be Specific

Letting people know exactly why you’re emailing them in the subject line is a simple and effective strategy to encourage better open rates. Sites such as LinkedIn and Twitter have mastered this strategy, with their notification emails announcing new connections and followers.

12. Give Incentives

Don’t just say thanks when someone signs up for your RSS/newsletter. This is the perfect opportunity to give incentives and turn readers into potential customers.

The example above features multiple incentives, specified with green check marks, along with a Free Shipping CTA. Plus, they have a cute raccoon to seal the deal.

Let’s take a look at a phenomenal email I received after signing up for a newsletter. Most  initial emails are just a simple “Thanks for subscribing” coupled with links and images to the main site. Let’s see what CJ Pony Parts is doing differently.

Top-Half

The top half flaunts a sexy mustang, clear savings copy, and a header that reflects a functional nav-bar. They’ve turned our inbox into a website. This sets them apart from 99% of the emails we receive.

Bottom-Half

The bottom half looks more like modern email marketing standard. Given that this is the initial email, they’ve done a nice job rewarding us for signing up.

Normally, we just receive a thanks and we move on. In this case, we just received a pretty big coupon (5% is a lot on auto-part orders). Lastly, they end with “Welcome to the CJ Pony Parts family!” making use feel like more than “just another subscriber.”

This is an exceptional introductory email for a newsletter, fueling both business goals and customer satisfaction.
23 Strategic Subject Lines

Strategic subject lines are critical for encouraging people to open your emails. Below is a list of 23 proven subject lines to increase the likelihood that people will open your emails.

1. “How to Increase Productivity”

Subject lines that people can benefit from, such as methods for increasing productivity or saving money, have proven to be effective. Give people an incentive to open your emails and people will open them more often.

2. “5 Tips for Improving SEO”

Amidst the typical clutter of an email inbox, an orderly and self-explanatory list is a compelling option for potential readers.

3. “Only 4 Hours Left to Save on (product)”

Urgent subject lines that indicate ending sales or offers is another style that has proven to be successful. For instance, tailoring the subject line to read “only 4 hours left to save” to promote one of your products will increase the likelihood that your email will be opened.

4. “Hey – Barack Obama”

Barack Obama’s reelection campaign featured an email with the subject line “hey,” along with Obama’s name. Try the same trick with one of your company’s top-level executives or another recognizable figure to spark interest.

5. “Struggling to Create Fresh Content?”

Use subject lines that cite a common complaint or grievance in order to build rapport with email recipients. Subject lines such as, “struggling to create fresh content?“ or “SEO is too time consuming…“ will give people something they can relate to and make them curious about what you have to say on the issue.

6. “Why SEO is the Wrong Strategy”

Shock value is one proven method for convincing people to open an email. Create a subject line that offers breaking news or refutes common knowledge to grab people’s attention.

7. “John, You Might Also Like (product)”

Subject lines that play off of previous purchases and actions give emails a personal touch. They also display extra effort on the part of the company.

8. “You’ll Love This Offer (Just Ignore My Typos)”

Everyone makes mistakes and pointing out your own in a humorous manner makes people feel comfortable, while raising their interest level.

9. “Revisit Your Review”

People tend to be proud of their own work or input and allowing them to revisit it is an effective email marketing strategy. If your company has a section for reviews or comments, send out emails with subject lines such as “revisit your review” to get people to come back to your site.

10. “You’re Missing Out on (specific deal)”

Letting people know that they’re missing out on an exclusive offer is often all it takes to grab their attention.

11. “DO NOT Make This Mistake”

People hate making mistakes. Take advantage of this tendency in your subject lines and offer them advice for avoiding common errors.

12. “We’ve Encountered a Problem, Here’s What’s Happening”

When your company encounters a problem, such as a hacked website or a product recall, transparency is the best policy. A simple email with a subject line informing people of the issue will help them understand what’s going on.

13. “HUGO BOSS Fall Collection”

Use all capital letters to make your brand name pop or to draw people’s attention to your subject line, as displayed in this example for Hugo Boss.

14. “Shhhh… This Sale is a Secret”

Phrases that utilize onomatopoeia such as, “shhhh” or “pssttt,” build people’s curiosity. These phrases give your subject lines an informal style that makes people feel a friend is letting them in on a secret.

15. “3 Sales, 4 Days Left”

Using digits will add rhythm and consistency to your subject lines.

16. “Your Blog Has Three New Comments”

Notification emails should be direct in order to let people know why you’re emailing them.

I’ve also noticed the combined use of “Re:” and “new” always guarantee a click through from me:

17. “(company name)’s Fall Newsletter”

Sometimes, simplicity is the best option when it comes to email marketing. If your email contains a fall newsletter, the subject line “fall newsletter” employs a “take it or leave it” strategy that people tend to appreciate.

18. “What Can You Afford?”

Match people up with great deals by showing them items that are within their means.

19. “Have You Found the Perfect Holiday Gift for Your Spouse?”

Ask people questions that will cause them to open your email in search of answers, as suggested by Constant Contact.

20. “Announcement: New Store Hours for Christmas”

Whether you are announcing longer store hours or the release of a new product, this type of news is a catalyst for getting people to open emails.

21. “Reserve Your Seat for (event name) Today”

Convince people to open your email by giving a command regarding your event or sale.

22. “Three Money Saving Tips You Haven’t Thought About”

Subject lines that tease people are engaging and promote curiosity.

23. “Where to Dine Right Now”

Emails that arrive with convenient timing are more likely to be opened. An example would be a restaurant sending an email titled “where to dine right now” just before the dinner hour.

BONUS (My highest converting subject line: 84% CR) – “hey [name], did you really [do something related to their recent article/post]“

An example would be, “hey James, did you really skydive in Australia?” This evokes a natural response, whether it’s to settle my doubt or fill me in on the juicy details.

The goal is to set the stage for a follow-up. The follow-up will be focused on our actual goals, such as getting someone to check out content (for PR efforts). However, one of primary goals is relationship building, which makes friendly first impressions an excellent gateway to more “taxing” requests.

Considering that most organizations are taking advantage of email in their marketing schemes, being strategic has become more important than ever for the brands that want to stand out.

The aforementioned tips and subject line examples are a great place to start and can help you restructure your email campaigns and promote higher click rates.

The key to email marketing is sparking people’s interest with your subject lines, along with the content they present.

Below is a list of strategies for improving your email click through rates, followed by 23 strategic subject lines we can put to practice today. (Plus, I include my highest converting subject line at the end!)
12 Strategies to Boost Email Marketing Click Through Rates

1. Numbered Lists

Numbered lists are an easy way for people to digest information, which increases the likelihood of people opening your emails. Make it a “best of” list or a collections of tips, and you have an enticing subject line.

Numbered lists also give people an idea of how much content your email contains, allowing them to make a decision about whether or not they have time to read it.

bodybuilding email

This is a screenshot of an email I received (via mobile) from BodyBuilding. With high quality images and provocative list-headlines, these emails demonstrate an effective and professional strategy.

2. Ask Questions

question lines

Questions are a proven method for engaging people in the emails they’re reading, as cited by unbounce. By simply adding a question mark to your email subject lines, you can engage your recipients mentally and improve click through rates.

Questions like “Can I get your opinion?” tend to perform well, while “Would You Like To Make $1000 Right Now?” tend to filter straight into the spam folder.

3. Focus on Buyer Interests

Knowing your target market’s persona will make it possible to play on their interests in your subject headlines. Try creating a headline that mentions your target’s favorite sports team or a reference to their favorite movie.

Depending on the level of outreach (manual or automated), we can get super customized. If we’re sending massive blasts, we can take advantage of segmenting (making collections/groups of emails based on a certain demographic) and send tailored emails per each segment.

4. Say It With Symbols

Subject lines that utilize symbols stand out in our inbox. Unicode symbols, such as those displayed below, are being recognized by more email services, making it possible to stray away from the traditional symbols of percentages and dollar signs.

unicode symbols

What if we combine our Unicode symbols with the segmenting tactic from earlier?

Maybe we have a group of 100 emails we know are Jewish. We can impress them by sending a tailored email on a Friday, such as:

shabat shalom email

This is a customary social interaction on Fridays (‘Shabat Shalom’ is a general greeting on Shabat, while Happy Holidays might be a safe way to include additional segments depending on the time of year).

Unicode symbols open up many possibilities for grabbing our attention.

5. Be Clever

Clever subject lines that incorporate rhyming, puns and word play are interesting and encourage people to click. This image, via GetResponse, depicts examples of creative and attractive subject lines:

getresponse creative headlines

6. Timing

Strategic timing is an element that can play a big role in determining whether or not people open your emails. For instance, a restaurant that emails potential customers right before the dinner hour would likely see engagement from hungry members of their target market.

7. Pretend You’re on Twitter

Twitter is a platform for exchanging ideas and information very quickly with very few characters. Applying this strategy to email marketing is often effective, because concise emails get your point across without any fluff.

For example, if you are emailing people to promote your new blog post, simply introduce the topic and indicate that interested individuals can find further information via the link that you included.

8. Provide a Call to Action

Subject lines with a call to action will instill a sense of urgency in people, which could lead to higher click rates. Brackets make for a nice way to include a call to action at the end of a subject line, as demonstrated by unbounce:

convincing captions

9. Take Advantage of Preview Text

When you see an unopened email in your inbox, the subject line is displayed along with a preview of the first line of the email. Use this preview to increase the impact of your subject lines by offering further information or explaining the statement in your subject line.

Buzzfeed uses this strategy by offering a generic statement such as “not cool guys,” then explains their grievance in the preview text, as discussed by HubSpot.

10. Use Trigger Words

Utilizing certain keywords in your subject lines can trigger higher click rates. For example, emails with subject lines featuring the terms “sale” and “free delivery” produce more opens than emails without those terms, as cited by Econsultancy.

11. Be Specific

Letting people know exactly why you’re emailing them in the subject line is a simple and effective strategy to encourage better open rates. Sites such as LinkedIn and Twitter have mastered this strategy, with their notification emails announcing new connections and followers.

12. Give Incentives

havahart email

(via)

Don’t just say thanks when someone signs up for your RSS/newsletter. This is the perfect opportunity to give incentives and turn readers into potential customers.

The example above features multiple incentives, specified with green check marks, along with a Free Shipping CTA. Plus, they have a cute raccoon to seal the deal.

Let’s take a look at a phenomenal email I received after signing up for a newsletter. Most  initial emails are just a simple “Thanks for subscribing” coupled with links and images to the main site. Let’s see what CJ Pony Parts is doing differently.

Top-Half

top half cj email

The top half flaunts a sexy mustang, clear savings copy, and a header that reflects a functional nav-bar. They’ve turned our inbox into a website. This sets them apart from 99% of the emails we receive.

Bottom-Half

bottom half cj email

The bottom half looks more like modern email marketing standard. Given that this is the initial email, they’ve done a nice job rewarding us for signing up.

Normally, we just receive a thanks and we move on. In this case, we just received a pretty big coupon (5% is a lot on auto-part orders). Lastly, they end with “Welcome to the CJ Pony Parts family!” making use feel like more than “just another subscriber.”

This is an exceptional introductory email for a newsletter, fueling both business goals and customer satisfaction.
23 Strategic Subject Lines

Strategic subject lines are critical for encouraging people to open your emails. Below is a list of 23 proven subject lines to increase the likelihood that people will open your emails.

1. “How to Increase Productivity”

Subject lines that people can benefit from, such as methods for increasing productivity or saving money, have proven to be effective. Give people an incentive to open your emails and people will open them more often.

2. “5 Tips for Improving SEO”

Amidst the typical clutter of an email inbox, an orderly and self-explanatory list is a compelling option for potential readers.

3. “Only 4 Hours Left to Save on (product)”

last chance emails

Urgent subject lines that indicate ending sales or offers is another style that has proven to be successful. For instance, tailoring the subject line to read “only 4 hours left to save” to promote one of your products will increase the likelihood that your email will be opened.

4. “Hey – Barack Obama”

Barack Obama’s reelection campaign featured an email with the subject line “hey,” along with Obama’s name. Try the same trick with one of your company’s top-level executives or another recognizable figure to spark interest.

barack obama email

(via)

5. “Struggling to Create Fresh Content?”

Use subject lines that cite a common complaint or grievance in order to build rapport with email recipients. Subject lines such as, “struggling to create fresh content?“ or “SEO is too time consuming…“ will give people something they can relate to and make them curious about what you have to say on the issue.

6. “Why SEO is the Wrong Strategy”

Shock value is one proven method for convincing people to open an email. Create a subject line that offers breaking news or refutes common knowledge to grab people’s attention.

7. “John, You Might Also Like (product)”

Subject lines that play off of previous purchases and actions give emails a personal touch. They also display extra effort on the part of the company.

8. “You’ll Love This Offer (Just Ignore My Typos)”

emphasis on you

Everyone makes mistakes and pointing out your own in a humorous manner makes people feel comfortable, while raising their interest level.

9. “Revisit Your Review”

People tend to be proud of their own work or input and allowing them to revisit it is an effective email marketing strategy. If your company has a section for reviews or comments, send out emails with subject lines such as “revisit your review” to get people to come back to your site.

10. “You’re Missing Out on (specific deal)”

Letting people know that they’re missing out on an exclusive offer is often all it takes to grab their attention.

11. “DO NOT Make This Mistake”

People hate making mistakes. Take advantage of this tendency in your subject lines and offer them advice for avoiding common errors.

12. “We’ve Encountered a Problem, Here’s What’s Happening”

When your company encounters a problem, such as a hacked website or a product recall, transparency is the best policy. A simple email with a subject line informing people of the issue will help them understand what’s going on.

13. “HUGO BOSS Fall Collection”

Use all capital letters to make your brand name pop or to draw people’s attention to your subject line, as displayed in this example for Hugo Boss.

14. “Shhhh… This Sale is a Secret”

Phrases that utilize onomatopoeia such as, “shhhh” or “pssttt,” build people’s curiosity. These phrases give your subject lines an informal style that makes people feel a friend is letting them in on a secret.

15. “3 Sales, 4 Days Left”

Using digits will add rhythm and consistency to your subject lines.

16. “Your Blog Has Three New Comments”

Notification emails should be direct in order to let people know why you’re emailing them.

I’ve also noticed the combined use of “Re:” and “new” always guarantee a click through from me:

new comment lines

17. “(company name)’s Fall Newsletter”

Sometimes, simplicity is the best option when it comes to email marketing. If your email contains a fall newsletter, the subject line “fall newsletter” employs a “take it or leave it” strategy that people tend to appreciate.

18. “What Can You Afford?”

Match people up with great deals by showing them items that are within their means.

19. “Have You Found the Perfect Holiday Gift for Your Spouse?”

Ask people questions that will cause them to open your email in search of answers, as suggested by Constant Contact.

20. “Announcement: New Store Hours for Christmas”

Whether you are announcing longer store hours or the release of a new product, this type of news is a catalyst for getting people to open emails.

21. “Reserve Your Seat for (event name) Today”

Convince people to open your email by giving a command regarding your event or sale.

22. “Three Money Saving Tips You Haven’t Thought About”

Subject lines that tease people are engaging and promote curiosity.

23. “Where to Dine Right Now”

Emails that arrive with convenient timing are more likely to be opened. An example would be a restaurant sending an email titled “where to dine right now” just before the dinner hour.

BONUS (My highest converting subject line: 84% CR) – “hey [name], did you really [do something related to their recent article/post]“

An example would be, “hey James, did you really skydive in Australia?” This evokes a natural response, whether it’s to settle my doubt or fill me in on the juicy details.

The goal is to set the stage for a follow-up. The follow-up will be focused on our actual goals, such as getting someone to check out content (for PR efforts). However, one of primary goals is relationship building, which makes friendly first impressions an excellent gateway to more “taxing” requests.

Considering that most organizations are taking advantage of email in their marketing schemes, being strategic has become more important than ever for the brands that want to stand out.

The aforementioned tips and subject line examples are a great place to start and can help you restructure your email campaigns and promote higher click rates,