Earlier this month, Experian Marketing Services released their 2013 Email Market Study. Their detailed report showed that despite living in a world in which all sorts of age demographics communicate via social media, it is email that continues to reign as one of the most profitable channels for marketers and a key touch point for further engagement.
And so, before you invite someone to your Pesach seder or ask donors to partake in your Purim fundraiser, don’t spend countless hours perfecting the text and aligning your email so that it will sound and look “just right”.
Instead, personalize your subject line and consider the following words from their study:
Emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails (19.4 percent with personalization compared to 15.4 percent without). The lift from personalization, however, varies by industry. Personalized subject lines have provided the biggest boost in unique open rates for travel companies (unique open rates of 28.5 percent with personalization compared to 17.3 percent without).
After reading this post, we hope that you remember to take advantage of the subject line. Keep in mind that it’s this very small space that really helps your message stick out in the inbox of your donor, student or congregant.