Do you have some interesting statistics, success stories, or other numbers that you feel could be interesting for your customers? If you do, then we\u2019ve got a project for you. Think of ways to present them in the subject line in a compelling way to boost your CTR. For example: imagine you\u2019re running a B2B business called ABC that sells a live chat app. Recently, one of your customers has written an awesome review like this.<\/p>\n\n\n\n
\u201cThanks to ABC, we can now serve our customers faster. The inquiries started to come in within the first two minutes after we installed it on our website. So, in just a month, we increased our sales by 5 percent! Thanks again, Mark.\u201d <\/em><\/p>\n\n\n\n That\u2019s nice, right? The customer said he was able to increase sales by 5 percent in just a month<\/strong> thanks to your app. It means that, you can take that review and turn it into an amazing subject line:<\/p>\n\n\n\n See what I did there? By using the data that your customer provided, you can write a nice and compelling subject line. The data makes it more eye-catching, so a business owner would be more likely to click to see how another company was able to increase sales. It means an increase in CTR and conversion rate This technique applies to many other situations as well. <\/p>\n\n\n\n If you\u2019re writing an email to promote a virtual event<\/a>, for example, you can turn to testimonials of those who attended the previous meeting. Try to find a testimonial describing something relevant and interesting enough for the audience, and feel free to use it in the email. So, take a good look at your customer reviews to see if there are some nice numbers you can use. Also, don\u2019t forget to let the customer\/attendee know that you\u2019re going to use their review.<\/em><\/p>\n\n\n\n Do your best to find at least two different cases to try out. Then use an A\/X split test<\/a> to see which case attracted the most clicks. <\/p>\n\n\n\n Why can such a subject line work well for your business? It’s simple: the fear of missing out. <\/strong><\/p>\n\n\n\n It\u2019s a marketing communication approach that seeks to appeal to the customers\u2019 desire to take advantage of an opportunity before it goes away. It means that many people who see that others are benefiting from using your product or service will want to join. The big secret reason why they do is that they\u2019d rather make the decision to buy rather than regret not doing anything late<\/em>r. That fear of missing a profitable opportunity is a powerful factor that can convince them to at least open your email and check out what\u2019s going on. Because of that, you\u2019ll want to try a data-driven subject line to show your potential customers what they might be missing. <\/p>\n\n\n\n Preview text – the text that appears after the subject line in the inbox. It’s an extremely undervalued aspect of successful email marketing<\/a>. Although really short – which is probably the reason why some email marketers ignore it – it still gives one more opportunity<\/strong> to grab the attention of the customer. That\u2019s priceless, considering all those 120 emails arriving in an inbox of your customers every day.<\/p>\n\n\n\n The best way to write a preview text is to make it continue and support the idea you started in the subject line. Here\u2019s an example. The subject line lets the customer know about the contents of the email (clothing designs for Father’s Day). The preview text nicely adds more details about the offer (fun and unique gifts made especially for fathers).<\/p>\n\n\n\n After reading both the subject line and the preview text, the customer will surely have a good idea about the contents. So, let\u2019s summarize this method in this formula:<\/p>\n\n\n\n [the topic of the email] + [1-2 details about the topic]<\/em><\/p>\n\n\n\n Also, note how great the subject line looks with those emojis. To send out similar emails to your customers, you need to choose an email marketing tool that allows adding an emoji to email subject lines<\/a>. Here\u2019s another great example. The subject line contains the main detail – minus 20 percent on gifts – while the preview text another important detail: the offer lasts for two days only. <\/p>\n\n\n\n The formula for writing:<\/p>\n\n\n\n [X% off your product] + [one more important detail (timeframe, selected products, free shipping, etc.) to induce the sense of urgency]<\/em><\/p>\n\n\n\n Common preview text mistakes<\/strong><\/p>\n\n\n\n These are the most common mistakes that businesses make in emails.<\/p>\n\n\n\n Dive Deeper: Using Emojis in Email Marketing – Pros and Cons<\/a>. <\/p>\n\n\n\n This is a common tactic to<\/strong> increase the open rate and CTR in email marketing. <\/strong>The email isn\u2019t the only marketing tool suitable for this. Marketers often use it in other tools, like a video, a top websites page<\/a>, a blog article, or a landing page. So, by placing a timer or giving a timeframe for an offer, you might be able to increase the interest of your customers in it. Now, if the subject line and the preview text do their job well to convince the customer to open your email, it\u2019s time for the main message to make a difference. <\/p>\n\n\n\n There are a few ways to induce a sense of urgency in email copy effectively:<\/p>\n\n\n\n This email from Under Armour below does a really good job of following these guidelines. The copy is really short, to the point, and gives all information the customer needs to know without being pushy. <\/p>\n\n\n\n So, the point here is to be as short as possible without overwhelming the customer with traditional-style marketing calls to actions. <\/p>\n\n\n\n Storytelling<\/a> is a popular technique in email marketing that helps you boost CTR. Stories are great because people remember them 22 times more than facts and figures<\/a>. You should try writing stories for your emails, too. Let\u2019s now break down a great example of storytelling in email marketing so you know how to write an awesome copy. The email below comes from Man Crates and uses a story to introduce grilling gift kits.<\/p>\n\n\n\n Here\u2019s the sentence-by-sentence breakdown for you:<\/p>\n\n\n\n Now, that’s a beautiful sequence! But, note that the copy is really short and reads like a story, rich in details that the intended customer is sure to notice. The story-like introduction provides a great transition to the product, so the copy is super non-promotional and relevant to the brand\u2019s target customers. Write your email copy this way and have some fun introducing your products, boosting your CTR at the same time. <\/p>\n\n\n\n Here\u2019s where to start:<\/p>\n\n\n\n However, there’s one more important thing. Storytelling in email marketing means making a custom email design to fit the story. Writing a super long story isn\u2019t a good idea because it might make your emails so long no one\u2019s going to read them. Try consulting with good writing websites<\/a> before turning your story into a ready-to-use copy. They can help to keep the copy within reasonable limits. <\/p>\n\n\n\n The CTA that gives you the best chance to increase the CTR of your campaigns isn\u2019t just a button with a catchy copy. It\u2019s an element that finishes the theme started in the subject line and gives one final push for the customer to convert. <\/p>\n\n\n\n This makes a marketing email similar to a great story. Firstly, the customer – or a reader, if you will – is drawn into the story with the subject line. Secondly, they get inspired by the main content, which eventually leads them to the most important part – the climax, which is the CTA. To make sure that the CTA finishes the job well:<\/p>\n\n\n\n Below is a great example of a CTA that follows these tips. It summarizes the previous section, mentions the products, and is pretty short. <\/p>\n\n\n\n2. Add a preview text that supports the subject line<\/h2>\n\n\n\n
![\"Conversioon](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2020\/06\/4-3.png\")
<\/figure><\/div>\n\n\n\n![\"Email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2020\/06\/5-3.png\")
<\/figure>\n\n\n\n3. Create a sense of urgency in the email body copy<\/h2>\n\n\n\n
![\"Email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2020\/06\/1-5.png\")
<\/figure><\/div>\n\n\n\n4. Grab attention with a nice story<\/h2>\n\n\n\n
![\"Email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2020\/06\/3-3.png\")
<\/figure><\/div>\n\n\n\n5. Make sure that the CTA finishes the job well<\/h2>\n\n\n\n
![\"Email](\"https:\/\/elasticemail.com\/wp-content\/uploads\/2020\/06\/2-4.png\")
<\/figure><\/div>\n\n\n\n