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Question: What's your opinion on subject line?

by kinkarso
7 replies
Hey guys,

I was just wondering if I could get your opinion on something.

We built a list of University students after spending the past week doing physical promotions to our local college. These people are high-potential and gave us their information in order for us to send them free videos to help with their upcoming exam.

However, I've been sending out emails with great free content to them and the open rate is horrible.. around the 25% mark.

I was just wondering what you guys think is the most ideal subject line in this situation. I doubt they remember our brand.

Would something casual work? (e.g. here's the situation...), or something more formal (Important Information on your MATH327 Test Prep Session)?

Thanks!
#line #opinion #question #subject
  • Profile picture of the author TopKat22
    I prefer the Important Information one. But it is best to test them both and see which one gets better open rates.

    Send each to half the list and see.
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  • Profile picture of the author lotsofsnow
    Originally Posted by kinkarso View Post

    the open rate is horrible.. around the 25% mark.
    An open rate of 25% is not that bad at all.

    Originally Posted by kinkarso View Post

    Would something casual work? (e.g. here's the situation...), or something more formal (Important Information on your MATH327 Test Prep Session)?
    I would stay away from what you call "formal" subject lines. If you use that your unsubscribe rate goes through the roof. It is important for you, but not (yet) for them. If you use this approach the reader feels pushed, opens and unsubscribes.

    The casual approach usually works best. Try to throw in the subject matter.

    For example:
    "here's the situation with your MATH327 Test Prep Session..."

    "here is how to pass the math test"

    Or even better, deliver what you promised in the first place:
    Originally Posted by kinkarso View Post

    send them free videos to help with their upcoming exam.
    "here is the promised free video to help you with your upcoming exam."

    "here is #1 of the promised free videos to help you with your upcoming exam"

    "the free video for your exam"
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    • Profile picture of the author James Vang
      Think about this in terms of copywriting. An email subject line functions almost like a headline, it has to grab their attention and be provocative enough to get them to open it. Curiosity is also a great thing to use. For example "See the #1 Trick to Passing any Exam" is much better than "Here is Your Free Video"

      Grab attention, make big promises and build curiosity. Also, if you can add an attachment of some sort to the emails, this really ramps up the curiosity factor.
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  • Profile picture of the author UMS
    Originally Posted by kinkarso View Post

    However, I've been sending out emails with great free content to them and the open rate is horrible.. around the 25% mark.
    Using the figures from MailChimp where they compiled data from over 273 million emails, for the Education sector, the average open rate was 25.86% so your open rate certainly isn't horrible, it's bang on average.

    That's not to say you could improve it...
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  • Profile picture of the author kinkarso
    Ah alright, thanks for the tips! I'm going to test out a more casual-sounding subject line and see how that goes. Will update this thread with the results.

    Thanks!
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  • Profile picture of the author erwingoh
    I would think something more formal, only because you mentioned the "MATH327 Test Prep Session." I would think the name of the test itself might get the students to open it, especially if you can identify your company or the promotions you did recently in your subject line. This might jog the students' memories and make them recall your presentations, in which case, they would be much more likely to open your emails.

    I hope this helps - good luck.
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  • Profile picture of the author krestup
    For people to remember your brand, you have to regularly market your brand to them. Get them on your facebook and twitter. Building a strong brand will help increase your email open rate because they trust you.
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