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The Secret Behind Email Opens

Posted on 12.13.2016

Consumers spend a considerable amount of time interacting with their email inbox (on both desktop and mobile device) so it only makes sense that digital marketers regularly/routinely cite the channel as one of the most effective for driving a return on investment.

One of the hardest things to learn as a Web professional and a digital marketer specifically, however, is how to construct email subject lines so that they not only engage users but encourage them to take action as a result.

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It's part art, part science and a totally essential skill. The secret is really in knowing which words trigger opens (finding out which words incite engagement after that is another challenge).

Compelling email subject lines draw readers in with perfect sense of imagery and naturally compelling content that appears flawlessly across devices (i.e. short enough to be seen on mobile devices).

Personalized emails employ meaningful customer information in ways that connect with customers — not only with regard to who they are, but also what they like. Useful email serves a purpose: helping customers accomplish something quickly, making recommendations based on prior behaviors, or reminding them to do something that will benefit them.

Finally, great emails reach customers at the moments when they are working, reading, watching, purchasing, or doing whatever it is that you as a business want to touch. Whether they are in stores, on their mobile devices, or using dashboards in their cars — your email needs to be there.

Understanding how customers engage with email can be tough, and most marketers today employ a reactive strategy, sending emails and waiting for users to engage. However, with customers sharing more and more about their habits and preferences, marketers have unique opportunities to transform email programs into foundations upon which incredible experiences can be built.

The future of email is here, and it’s all about the customer experience. Data-driven campaigns are the cornerstones of exceptional customer experiences — dynamic, relevant, cross-channel, and cross-device. Using the full power of customer data to drive meaningful experiences and deliver holistic, in-context email-marketing programs isn’t just smart — it’s expected.

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