Subject line gimmicks won’t affect open rate
Friday 29th Jun 2012
With the rise in use of B2B email marketing, firms face an uphill task to try and make sure their content is looked at ahead of that from other companies.
One of the things that marketers have done in recent times to improve open rates is add signs or emoticons in the subject line of opt-in email marketing.
However, vice president of industry relations for Silverpop Loren McDonald said these changes might drive a short-term push for opens but it won’t solve the issue permanently.
Aprimo’s Colleen Petitt recently suggested that one way of staying out of the spam folder and improving open rates is to mark the incoming message with “Not spam” in the subject line.
Mr McDonald added: “The more permanent way to get attention and stand out in the inbox is to send email that reflects the ways each subscriber engages with your email. Build up trust.”
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