How to write an effective case

One of the most important elements when sending an e-email marketing campaign is the subject line. We need to make our message attractive to the user with a short line of text. Having an effective subject line is critical to increasing our openings, click-through and conversion rates.

Do you know how to do it? Here are 12 tips for a perfect subject matter

1. Write a title as short as possible

Our subject line will be read on both web pages and mobile devices. Therefore, it is important to take care of the length, as emails with very long subjects are not very effective on mobiles. Ideally, the subject line should be no longer than approximately 50 characters. Content should stand out and be concise.

2. Sense of urgency

Now or never. Conveying to the user the idea that if they do not perform the action at the moment they will never be able to do it again increases the conversion rate. It is widely used by marketers to arouse the desire to buy.

3. Identify yourself

Trusting relationships and customer engagement are essential in the business environment. If you don't want to end up on a SPAM list, or see your opening rate plummet, you should always be identified. We also recommend that you verify your domain through Easymailing and sign up for the paid version in order to authenticate your domain, so that the "From:" field of the email sent will contain the email address from which you sent the campaign

4. Customise the sending

Emails related to special occasions of our contact (birthdays, celebrations, discounts profiled to your needs, etc.) usually work very well. Standing out from the multitude of messages that the user receives every day is a winning bet. Nothing pleases a subscriber more than noticing that your company has remembered him on a given day. To make it easier for you, Easymailing has a Tagging system to customize the topics of your campaigns

5. Do not lie

Not everything is good to promote yourself. Remember: trust is a fundamental pillar for building strong relationships with your customer. Attractive email business should never promise false or partial things. If you lie in email marketing you will be penalized. Users may click once, but when your brand falls into disrepute they will unsubscribe from your list. Be honest with your customer: listen to their needs and offer them valuable products and services.

6. Use segmentation

This is key in email marketing. Send emails only to those contacts you know want to receive them. To do this, gather a qualified contact list (those who have authorised you to send them information) and segment it according to the relevant characteristics of the recipient of your campaign (age, sex, work, location, etc.). If we do not do this, many of our mailings will be lost (and our money with them), while users who gave permission to send them information but who are not interested in the offers sent to them, will unsubscribe from our list due to lack of interest.

7. Use concise language

No complex ideas, convoluted sentences or bombastic words. Everything must be understood at first sight and without effort. Use simple, straightforward words. Really get into the nitty gritty. Practice until you master the art of conciseness.

8. Start your sentence with a verb

Starting with a verb is a great idea to give dynamism to our subject. They prompt the prospect to take action by telling them directly what you expect them to do: "Buy" "Find" "Sign up", etc.

9. Capture attention with numbers

Numbers summarise the message and save space. It is possible to compose an email subject simply by using numbers. They attract the user's attention in a very powerful way and define precisely what we want to convey. Example: "2x1 until the 31st at Optica Bellavista!"

10. Use questions

By using questions you will arouse the curiosity of the user, who will open the email to see the answer to the question. Example: "Do you know what's happening this summer at Óptica Bellavista?"

11. Puns are sexy

Introduce some fun and lightheartedness! Appealing to the reader's complicity will help what should be your fundamental objective: to stand out among your peers. You can trigger the virality of your email with a sparkling association or a double entendre.

12. Watch out for capital letters!

On the Internet, capitalization means screaming, so don't abuse it. Many marketers use them as a substitute for bold, but it is an unsightly mistake that will ultimately damage our reputation (capital letters are associated with spammers and fraudulent and aggressive emails).