Do you use the same subject line over-and-over again in your newsletters?
I have a client who has insisted on using the same subject line for their newsletters for a very long time. (It was the title or name of their newsletter.) I think what they were aiming for is for it to be consistent and recognized each month by their readers – kind of like magazines where they are recognized by the name alone.
But one month, a newsletter was sent out and one small important detail was missed from it by accident. So immediately an email was sent out that same morning with a headline that said “Important Information Missing in the Newsletter” explaining what happened along with the missing info.
The results were eye-opening for the client.
A noticeable change in their email stats were apparent that day. The open rates increased by 2% and the click rates increased by 7% compared to the initial email generating better interest to the content they had sent out.
They now had a first-hand understanding that a fresh subject line on each email sent out can alter the open and click rates of their email not to mention the interest in it. The same subject line continually used can leave people to pass over it as they may recognize your email, but it doesn’t necessarily gain their interest and/or spur them into action with it. Use a fresh subject line for each email that you send to your mailing list.