When I was the head of marketing at Boomerang the tool started out as an extension for Gmail and now has evolved into a multi-platform system. Boomerang has plugins available for Outlook and Office 365 as well as apps for both iPhone and Android.
As a data nerd myself, I love that Boomerang’s products are developed based on academic research and data. I wanted to share some insights we learned on how to improve open rates, increase conversions, and get more people to say “yes” to your email.
There’s a lot of advice that sounds good but is actually contradictory to what the data says. That only made me want to dive into the data more and figure out what was going on.
I want to tell you what I’ve found.
The first area I want to discuss is subject lines. They are the first touchpoint where someone decides whether or not to open and read an email.
If they’re not going to open your email it doesn’t matter what the content inside is. We analyzed over 5 million emails and looked at the commonalities among subject lines that got more opens against the ones with fewer opens.
Overall, shorter subject lines did better. Subject lines with three or four words received the most responses.We’ve used this information to improve our own marketing emails. When I was at Boomerang, we offered a bi-monthly webinar for our users.
After going through our data we realize that if we called the webinar a free demo instead it boosted our open rates by 7%.
Little shifts like that can have a big effect on getting past Gmail’s internal filtering system and keep you in the main inbox tab instead of promotions or the social tab.
Better subject lines that will increase your open rates and list retention.
This article is based on an EHQ interview with the mentor.
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