Email subject lines can make or break open rates
I like to write to deliberately appeal to a small portion of the audience. The preview and subject line are the first, top-level filter available to email marketers.
I realised this after a client did an event which specified the age participants should be. It was a roaring success – because people knew immediately if it was right for them (or not).
Photo by Jacob Mitani on Unsplash
The downstream benefits
- audience segments can be built based on responses, opens, replies and clicks
- deliverability improves driven by open rates
Remember, good email marketing software allows you to edit the preview text. This is a secondary audience filter and it does not have to be the same text as your opening sentences.