If the user has never opened the email you send, then what about email conversion? The email open rate opens the door to the final email conversion rate. The higher the open rate, the better the final conversion effect. The mail header is one of the main factors that affect the opening rate of the mail. Before sending the mail formally, we need to test the effect of different mail headers. In this article, we will list the six test elements of the email header for your reference.
- Personalized fields
We usually think that adding some personalized fields to the email, such as the recipient's name or user name, can significantly increase the open rate of the email. However, this may not apply to your recipient list, or part of your recipient list. You need to test each version yourself: non-personalized emails, emails with personalized fields such as user names added to the emails, and test to determine whether personalized emails have a positive effect on your open rate.
- Specific vs. general
Sometimes, the email subject is relatively general, and users cannot clearly know what the email content contains through the email title, but it will arouse the user's curiosity and attract them to open the email to read it. However, sometimes it is specific, and an email header that clearly tells the user what email content contains will produce better results. Faced with different types of recipients and email content, we need to test ourselves to decide whether to use specific or general email headers.
- Provide discounts
Usually, if your email contains information about discounts or discounts, and the discount or discount is specifically mentioned in the email subject, it will greatly increase your email opening rate. However, we cannot rely too much on this. If your email always promises that users will have big discounts, then it may make users develop a habit of habitually expecting discounts when they receive your emails, if not, they will not open you s mail. In the face of our own recipient list, whether to provide discounts or not to provide discounts in the email header, we can test to determine which one is better. However, we have to remember one thing, don’t rely too much on giving users discounts.
- Different preferential methods
If we want to test the attractiveness of different discount methods to users, then the email header is a very good channel. You can judge which preferential method they are more interested in by opening the email or not. Is free shipping or a 50% discount more impressing your users? Put it in the mail header and you will know it at a glance.
- Short vs. long
If the email subject is too long, it may increase the spam index of the email and affect your email delivery rate and inbox rate. However, a short email subject may not give the user enough information. Therefore, we need to test the length of the email header to balance the relationship between the length of the email header and the amount of information contained.
- Create a sense of urgency
Under normal circumstances, including time limit, countdown and other words in the email subject, creating a sense of urgency for users will increase your email open rate. However, if many of your users are long-tail users and they don’t check their emails often, when they see the email you sent, the time-limit or countdown words in the email title will make them think that the offer may have been Expired, so the message is not opened. Therefore, we need to test to see which one is more suitable for our users.