Health Insurance Blog

Subject Lines Made Simple-Directly Impact Email Open Rates

Emails serve no purpose if they’re not being opened by your prospects.

The biggest challenge faced by marketers today is getting their audience to open emails. The subject line of an email only has a second to capture your reader’s attention and entice them to open the message. A strong, compelling subject line often makes the difference between a successful email or one that ends up going unread.

Short and Simple

The subject line of an email is prime real estate. You have about 60 characters in the subject line, including spaces, to capture your reader’s attention and compel them to open your message. Research shows that shorter, more straight-forward subject lines receive better open rates, so if your subject line is longer put the important information at the beginning.

Identify

According to mailchimp.com, identifying yourself in the subject line can drastically improve email open rates. This is an easy and effective way to increase the number of emails opened by prospects and can be done by putting the company name in brackets [COMPANY NAME].

Relevant

Make sure your subject lines are consistent with the content of the email. Give your prospects emails you know they will want to read, and if you promise a free giveaway or incentive, make sure to follow through. Deceiving people and tricking them into opening your emails is a fast way to lose their trust.

Ask a Question

One of the best ways to spike your readers’ curiosity is to pose a question. For example, if you're sending an email to health insurance prospects with families, you may want to ask them if they have sufficient coverage if their children were to be injured in an accident. A question such as "Are You Protecting Your Kids?" is short and to the point, but still presents an issue to pique their interest.

The challenge is to keep the subject line honest, to the point, and respectful while captivating your audience’s attention. This can be difficult, but with practice you can easily master the art of the subject line.

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