Email marketing is a valuable tool for any business. It is able to reach many users in a very simple way. But, why are there times that our mail is not opened, or is it directly deleted? For best results, you must capture the reader's attention with, among other things, a good subject line.
Another of the most important aspects of any email is the introduction. The first paragraph of the email that we are going to launch can create or hinder its performance. As such, it's a good idea to familiarize yourself with good practices on how to start an email message to capture the reader's attention.
Why is the introduction critical?
There are a few reasons why you should spend time carefully preparing the first paragraphs of your email. Firstly because it will be the first thing the reader will see and, of course, it is natural that we want to make a good first impression so that they continue reading. If the content of this first paragraph isn't interesting or compelling, the person who received it is likely to decide that it's not worth reading the entire email, let alone clicking the CTA at the bottom of it. end of email.
Also, the first few lines of an email often appear in the “preview” of the email. This means that if your opening lines don't provide value or interest, recipients will most likely choose not to open the email, negatively impacting your open rate and overall campaign success.
Take it easy on the matter of search
It is important to consider that the subject and the introduction are two different things. HubSpot explains that 35% of email recipients open the email based on subject alone; therefore, if you don't write a compelling subject line, users won't open the email.
Here are some tips for writing better subject lines:
- Keep it short and sweet: Less than 50 characters is ideal, according to HubSpot.
- Pose a compelling question.
- Use action verbs to entice people to click.
- Make readers feel special with an “exclusive offer” or “private invite.”
- Try to make it clear what you will be able to read within the email.
- Use personalization.
Statistics show that people are interested in personalized emails. Campaign Monitor, for example, notes that personalized subject lines are 26% more likely to be opened, and personalized email content increases click-through rates by 14%.
How can emails be personalized? One easy way is to include the recipient's name in the subject line or opening text using combo tags – this is a feature found in HubSpot and other email marketing platforms that allows you to add a personal element to mass emails.
Set relevance but don't give it all away
It is important to make clear from the first line the reason the user has to take the time to read your email.
For example, you can offer a special promotion to your email subscribers; inform subscribers that you have published a new article on the blog that may interest them… Getting to the point of the first few sentences is enough, but if you want them to click inside the email, do not reveal everything.
There is no set way to start an email, but the bottom line is that the presentation of the email we are going to send should be interesting and captivating to attract readers in the body of the email.
