Marketers should write value-added and empathic email subject lines to boost email-opening rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 27, 2020, 8:52 AM UTC

Email subject lines should promise to deliver a value that addresses consumers’ current problems.

This piece suggests businesses should ensure their marketing emails convey a positive tone signifying strength and perseverance to the audience. Marketers should ensure the subject lines of their marketing emails directly addresses the situation.

Brands can use semi-urgent phrases like “don’t miss out”, instead of using words that convey immediate urgency like “hurry”, to increase email-opening rates. Marketers can also include steps that their organisations have planned to take when things get back to normal and businesses reopen.

In the email body, businesses should update their customers about the changes they have made in the products or services due to the ongoing crisis. Brands should also convey direct intent in their marketing emails while adjusting the sales messages based on the current situation.

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