Battling Inbox Clutter with Recognition
If you are sending out a newsletter, whether it’s weekly, monthly or quarterly think about consistency in your subject line. In my experience with newsletters and through subject line testing when there is regularity, the open rates tend to be higher.
When subscribers are scanning subject lines before your message is opened, hey are looking for familiarity and by keeping some parts of the subject line the same in every message your message has a better chance of being opened.
Now this doesn’t mean that your subject line should be exactly the same with every message, but including something as simple as the name of the newsletter with a description or even the volume or issue number provides your subscribers with a visual queue that triggers recognition.
Posted by MindComet on Jul. 25, 2007
Comments
DJ,<BR><BR>Thanks for weighing in.<BR><BR>Depending on the brand and in our some cases how conservative a brand or client is sometimes the “July 2007 e-newsletter” type of subject line is unavoidable. <BR><BR>-Maddy
Posted by MindComet on 07/26/2007 09:42 PM
Maddy - <BR><BR>Duly noted. Excellent point!<BR><BR>dj at bronto
Posted by DJ Waldow on 07/30/2007 11:36 AM
Maddy - <BR><BR>Agree. I have been sending out a bi-weekly newsletter for Bronto - AM News…tips, tricks and best practices from Bronto’s Account Managers. I have consistently started every subject line with, “A.M. News: blah blah blah.“ The “blah blah blah” ties directly to the main content. High open and click through rates and great client feedback!<BR><BR>FWIW, I am not a huge fan of “July 2007 e-newsletter” type subject lines. If you have a good brand or recognizable company name - USE IT!<BR><BR>Thoughts?<BR><BR>dj at bronto
Posted by DJ Waldow on 07/26/2007 09:18 AM