Since the dawn of email marketing, many believed that best practice suggests that subject lines are the key to email marketing success. I want to break that perception of best practice. While subject lines are very important, they aren’t as critical as you might think. There are other areas you need to focus on first.
Who is the email from?
The general sub-concious process your subscribers take when they see an email in their inbox is:
- Who is the email from?
- What is the email about?
It is more than likely that your subscriber will make the decision on whether to open the email or not, based upon the answer to these questions. Therefore the starting point should be to look at testing your from name, before looking at your subject lines.
Whenever we have tested the from name, we have experienced uplift of at least 20% in opens, and most importantly clicks. How? We use a first name as part of the from name, so ‘Name – Company Name’.
Why does this make a difference? Well we think it is because we all prefer email from an individual, rather than a blast from a faceless company. It also gives you the ability to add your personality into the email before they open it, with many of these made-up names becoming cult heroes amongst the subscriber base!