3 levers to improve opening and conversion rates

In email marketing, open and conversion rates are central concerns of advertisers. However, many of them ignore the potential of the subject, the pre-title and the ‘call to action’, three elements that play a critical role in the recipient’s decision-making. Here you will find the keys to optimal use of these elements …

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1. Object

Subject is a short text that tells us the content of the email. It is he who will encourage the recipient to open your email, especially if he does not know you yet. Therefore it is necessary to devote time to it and not rush into it.

In fact, according to a study conducted by the National Union of Direct Communications, 59% of Internet users open an email because the topic interests them.

Here are some tips to increase your unlock rate:

  • Prefer things with 6 to 10 words;
  • Put the important words at the beginning, and they should be among the first three or four terms;
  • Personalize your object using the data on your contacts (first name, city, etc.);
  • Ask a question to get the recipient to react;
  • State clearly what it is;
  • Highlight the rarity of your offer or product to interest the recipient;
  • Avoid capital letters and symbols;
  • Forget highly ambiguous things like “the May 2016 newsletter” or “the news.”

So the challenge is to have a clear, concise, and well-written object that interests the recipient.

2. Pre-title

A pre-title is the sentence that follows the subject of an email message in your inbox preview. It corresponds to the first line of text used in the email body. Like the object, the pre-head is a powerful lever to improve the opening rate. However, few advertisers are fully exploiting its potential.

To be effective, it must:

  • Be catchy and personal: remove the formula “If this message is not displayed correctly, click here”;
  • Act as a complement to the subject by summarizing the main information contained in your email in an appropriate manner;
  • Include 30 to 45 characters for optimal display on web messages and various media;
  • Be different with every message sent: it should always be related to the subject of the email.

3. A “Call to Action”

A “call to action” is a visual element, button, or link that encourages an Internet user to take an action (add to cart, sign up, click, etc.). Studies have shown that the conversion rate from readers to customers can be increased. However, to get the best possible conversion rate, it should be placed at the end of your email. After reading all of your emails, an Internet user tends to click on a call to action.

A strong call to action assumes the following:

  • To choose the words used carefully, they should grab the reader’s attention without appearing too directive or engaging;
  • Strategic placement in your email, preferably at the end of influencer content;
  • Sleek design grabs the reader’s attention and lets them know they can click.

You can double up and diversify your call to action, but don’t forget to follow the tips above.

Now that you have all the keys at hand, it’s up to you!

About the author:

Louisia Marliati: Web Editor at Mailkitchen (email routing solution), I’m particularly interested in email marketing related topics like spam, email campaign delivery, database cleanup, and much more.

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