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What are some tips for email subject lines and placement of calls-to-action?
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3 Answers
First of all there is no "general" set of recommendations for a good Subject or CTA.
It depends on the audience you have, the expectations you set and the type of call to action.
Example : A CTA to have your audience sign up for your blog might be placed differently then a CTA that invites your subscriber to buy a specific complementary product to the one they bought from your website.
As far as subject lines, don't be confusing, be clear and precise as to what the reader can expect when opening the email.
The best thing to get started is to go ahead and do some A/B split testing.
Try sending different style campaigns with different CTA and placement of CTA to parts of your audience and see which campaigns yield the best results.
Split testing will give you great insights on how your audience is experiencing your email marketing efforts!
One tip is to test your subject lines to mobile readers: they have less screen real estate at their disposal and this way you can test whether the length of your subject line has any impact or not. The same goes for call-to-action items and their placement.
On subject lines: DMA UK has a nice piece on how to test them: http://www.dma.org.uk/_attachments/Resources/7162_S4.html
Furthermore don't get too creative with the subject lines themselves: just like Bram said it's important to tell what's inside the email. If you do that and stay within a reasonable amount of characters, you're fine: as long as it inspires instead of confuses your audience.
Bram and Remy are spot on.
However, one thing to consider when it comes to subject lines is C.U.R.V.E.
C - Curiosity
U - Urgency
R - Relevance
V - Value
E - Emotion
You need to have 2 out of 5 of these elements in order for you subject line to work.
Alex Williams, a colleague of mine wrote an excellent blog post on this located here: http://trndl.in/h9Trw6
Andrew Kordek
Co-Founder, Trendline Interactive
A Cross-Channel Messaging Agency
Twitter: @andrewkordek & @trendlinei
Email: andrew@trendlineinteractive.com
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