So here’s a question I get asked on a regular basis… Ken, what’s a good e-mail open rate?
There’s a study out now about this exact topic and it shows that we’re going to have to kick up our “Subject Lines” to get more of our emails opened.
Here’s what we know from current research…
“Epsilon, a leading marketing services firm, reported that of 6 billion emails sent in the first three months of 2009 across multiple industries on behalf of 200 clients, deliverability was stable at 94.1 percent, open rates increased to 22.1 percent, and click rates increased to 6.1 percent.”
So there is a new benchmark you need to shoot for in all of your home inspection marketing e-mail campaigns… 22% open rate and a 6% click through rate!
When you’re sending out your home inspection marketing email messages, be sure that you “Jazz Up” the subject line so that you’ll get a higher open rate.
Think about it this way…
A home inspection marketing email that isn’t opened goes unread. ;-(
But by writing effective email subject lines, you can routinely boost your average email open rates by 50 percent or more, and can instantly improve the profitability of any home inspection marketing email campaign you’re running.
Remember, the average Internet user is slammed with dozens, if not hundreds of different email subject lines every day. Most of us have developed an “anti-headline defense” and tune out when we sense an email subject line is trying to sell us something.
For both news articles and advertising, 75% of your success is ultimately determined by your headline. If your headline doesn’t convince the reader to read on, all is lost.
Email subject lines are the digital equivalent of print media headlines. The best email subject lines persuade the user to open and read the text messages that follow.
Like a good headline, a good email subject line is succinct. Some email hosts like AOL and Hotmail truncate the email subject line if it is longer than 45-51 characters.
Other email hosts permit up to 80+ characters.
Generally, shorter email subject lines produce higher open and click-through rates.
The objective of an email subject line is to persuade the reader to open the message and read the content.
So ask yourself this…
Is your email subject line sufficiently intriguing to prompt the recipient to open your email? Or do you “give away” the entire message in the email subject line, diminishing the subscriber’s incentive to read any further?
The strategic intent of any home inspection marketing email message is…
1. Lead generation (Oh yes, the love of my marketing life 😉
2. Increasing response rates or
3. Customer retention
Emailer Beware: The email subject line should be appropriate. In other words, the email subject line is not effective if it prompts the recipient to open your email message, but subsequently disappoints, confuses, or worse, alienates the recipient.
All great copywriters maintain an extensive “swipe file” to inspire them and help break a log jam of so-called “writer’s block.” You should, too.
So, every time you read an email subject line or news headline or magazine cover line or advertising headline that strikes a responsive chord for you, copy it into an every-growing document entitled, “Headlines I hope to use someday.”
Increasing your open rates through the use of effective headlines is essential to the success of your home inspection marketing email campaigns, so get your swipe file set up right away.
I’d love to hear about your successful emails, so please post a response below about your best open rates and the subject lines you used.