An effective subject is a very important element for the success of an Email Marketing campaign, that’s why best strategies always integrate an A/B testing and an accurate analysis of the few keywords that make it up.
However, measuring the success of an email only by the number of openings resulting from the subject is not the right point of view since the goal of an Email is in the final part of the funnel: the conversions.
For many of us the analysis of a Campaign is divided into steps:
- The email subject aims to get a high number of openings
- The email content aims to get clicks
- The goal of a landing page is to get conversions.
This analysis is reasonable, but tricky since leads us to believe that a higher open rate leads greater opportunities for conversions, given the highest number of users entered into the funnel.
Based on this idea, the users are chosen to generate the largest number of openings by using vague or family falsely terms. This is a simplified version of how the target works because it assumes that all openings are identical to each other – and of course they are not.
The goal of an email is not specifically to generate more openings, but to generate openings from more receptive users to a certain offer. These are the users that will have to enter the funnel. The idea of maximizing the openings is tempting, but focusing on a broader goal than the email in itself, you can realize that the real problem of a campaign is not getting more openings, but to not acquire the conversion by those users who had intentionally opened it.
Since “receiving too much emails” and “receiving insignificant emails” are among the most frequent reasons for unsubscribing, as Email Marketers we must constantly weigh and find a compromise between the potential opportunities and the annoyance generated by an email. The myth of the opening rate as the only indicator of success is very pervasive, but it should be reformulated considering it as a second metric. In fact, is better focusing on “deep” metrics than taking into account the conversion and the reader’s historical targeting.
Email Marketing offers many opportunities on this topic, its customization and dynamic content allow us to build an automated and highly customized communication system. Likewise the segmentation allows to send particular messages only to individuals that we consider most suitable for receiving it.
A segmented database according to demographic criteria is the first step towards profiling. Bancomail offers complete profiled business records according to sectors, macro and micro categories, location criteria and other business parameters.
In a second frame, along the reader’s life cycle, the email subject turns into a targeting parameter being the key element through which the user decides if the message may be of its interest. This approach increases the target’s knowledge allowing to distinguish between interested users and users to engage in another way. Studying these values allows you to deliver more relevant emails, decreasing “remorse by opening” that could lead to unsubscriptions.