Here are 4 things to consider:
1. Get to the Point: Relevance is key, so
get to the point in the most creative way with fresh information. Remember,
attention spans are short and brides time is valuable.
2. Don’t Mislead for an
Open: You
want to add a spark to a headline so that it creates curiosity and leads brides to open the email. With that being said, you don’t want to mislead them just to
get the email opened. Your subject should tie back to the content in the email.
This will improve long term email results, since your goal is to build trust.
3. Test It: Perform "A -vs- B"
for your subject line on brides. It will
certainly give you insight as to what works better.
Here are some of
the types of tests you could perform:
§ Personalization: Using the brides
first name
§ Proof:
Highlight an expert or a peer in the wedding industry
§ Scarcity: Highlight
that the content is exclusive or limited
§ Relevance: Mentioning
their city or a competitor
§ Brevity: Shorter subject line versus longer
4. Review and focus on the
end goal: Look back at your email and see which subject lines got you the best
conversions and click-throughs. Most of the time we tend to think that a higher open
rate is the best way to read the result (which
is true), but going one step deeper may help you identify the content that is
working, allowing you to write more relevant emails.
These tips, plus keeping
subject lines short (think 50 characters or 4-6 words) will surely
have an impact on your wedding email marketing success.
I would love to
know if these tips have helped you (or if I’ve missed any that you can share). What have you done to test whether your emails to brides are getting you the results you want?
