Small businesses looking to improve their email marketing campaigns can focus on using trigger language in subject lines to elicit greater responses from their target audiences. According to a report from Epsilon, 96 percent of messages that included trigger language had higher open rates than those with usual subject lines.
Epsilon said in its report that common forms of trigger language include “Welcome,” “Thank You,” “Birthdays” and other similar words. While this method isn’t appropriate for every campaign, choosing the right points to send trigger messages can help companies boost engagement with email content.
“With triggered messages, marketers can create meaningful relationships with consumers in real-time based on specific behaviors or milestones,” Judy Loschen, vice president of digital analytics at Aspen Marketing Services, said in Epsilon’s release. “Leveraging dynamic content and a series of messages, as opposed to a single message, will solidify the customer experience.”
More SMBs have adopted the practice of using this engaging language, with triggered message outreach growing 20 percent in 2011 compared to 2010. Creating quality content that matches the subject line is equally important, however. Frequently, small businesses use the high-response subject lines but fail to include links to website content that matches this tone.
While SMBs find new ways to boost response rates within their email marketing campaigns, many are still ignoring one of the most frequent complaints consumers voice. ContentLEAD recently reported that 32 percent of consumers dislike email marketing campaigns because they receive too many messages from companies. Even the best subject lines and most compelling content will be ignored of a recipient feels as though they’re being spammed. Moderation is key, and businesses should send messages only when they have valuable content to offer subscribers.