Email marketing and subscriber preferences are constantly evolving. The worst thing a company can do is remain stagnant in its email strategy and be left unread in an inbox. So how do you stay relevant and get subscribers to engage with, and open, your emails?
The first step is to stay on top of trends and tailor your telecom marketing strategy accordingly. Above all, an email requires a killer subject line to even be considered being opened. According to Convince&Convert, 33% of email recipients open an email based on subject line alone.
Below are a few subject line trends in play this year, and what they mean for your next email campaign:
Hyper-personalization
Personalization isn’t new to email marketing, but as we collect more and more data from subscribers, it’s expected to grow into a category described as “hyper-personalization.”
This shift towards hyper-personalization stems from list segmentation, which allows users to be placed onto different lists based on qualities such as interest, demographics, and more. List segmentation makes it easy to send highly targeted information and content that is tailored to the recipient.
Emojis
Thanks to the iPhone and texting, Emojis have become a part of our everyday communication. They have made their way into our inbox to help make subject lines stand out. If a subject line with an emoji has ever landed in your inbox, you may have noticed that your eye was immediately drawn to it, as it helps break up the monotony of words in an inbox. But what do they mean for telecom companies and B2B email marketing in general?
Emojis in subject lines are mostly used by e-commerce and B2C companies, but they are still a fairly new trend in professional email, but it could be a trend worth A/B testing.
Make a subject line as long as it needs to be
There is a ton of research that dives into how many characters or words a subject line should be. Many marketers search for the one magic number a subject line should stick to, but what’s more important, is the information the subject line contains.
Gone are the days where you should feel restricted to fit everything into certain number of characters. Instead, focus on the following:
- Clearly communicate what the email is about
- Set expectations for the reader
- Demonstrate the email’s value
Although one shouldn’t feel limited to a character count, a common frame to stay within in regards to length is 3-10 words.
Use sentence case
Using title case versus sentence case is a personal preference, but recently, the trend has been moving towards the latter. Sentence case is when only the first word and proper nouns are capitalized, as opposed to title case, where every word is capitalized.
Sentence case also has a more casual and conversational look, so it can help increase open-rates because emails look less formal and intimidating to readers.
What does this mean for you?
The two most important trends to implement in your next telecom marketing email campaign is hyper-personalization and longer subject lines. This ensures the subject line speaks directly to the reader while demonstrating what the email contains – both of which help increase open rates. Looking for more tips on how to increase email open rates? Check out this piece on how to write an effective email subject line.
Wondering how to incorporate these subject line trends into your next email campaign? Contact us to chat!
