7 Little Tweaks That’ll Improve Your Email Marketing’s Conversion Rates

So you write a fantastic email about a company sale you’re having and then send it out to your list. You’re certain this is the email that will rake in those sales this week and have all your customers love you.

But 24 hours after sending the email… nothing happens. Your conversions are at all-time low – almost no one took action – and you wonder where you could have gone wrong.

That’s what we’re here for. In this post, we’ll walk you through seven small tweaks you can do on your email campaigns to see big improvements in your conversions. But first, here are a couple reasons why your emails might not be getting you the results you want.

Why is your email marketing campaign not bringing results?

There could be a number of reasons your email marketing campaign isn’t bringing you the conversions you thought.

For one thing, you might not be giving your subscribers a compelling reason to open your emails.

Let’s face it, the average person probably gets about a hundred emails a day if not more – and if you’re not standing out from their crowded inboxes, you can bet they’ll be skimming over your name and email without question.

Secondly, it’s possible you’re sending your emails to the wrong people.

One main reason people unsubscribe or don’t open emails isn’t just because they have so much already – other times, it’s because they don’t feel that your emails are relevant to them anymore.

And lastly, another reason your email marketing campaign is performing poorly: your email’s copy is all about you.

Jason Chow, Head of Marketing and Outreach at HostScore, says that this is a common mistake that even seasoned marketers make.

One of the jobs of a marketer is to convince potential customers that their product or service is the best one available in the market, so the tendency is to put the spotlight on the product or service. But what many marketers don’t realize is that their customers don’t care about all of that. They want to know what’s in it for them and how will they benefit from your product. If you don’t address this in your emails, they won’t convert.

Jason Chow

Head of Marketing and Outreach at HostScore

People open emails and click through to links and promotions from brands and businesses because they see some kind of value in doing so. So if you aren’t making your benefits for your customer clear, then you won’t be seeing any conversions.

How to improve your email marketing’s conversion rates

Now that you’ve seen some ways you might be able to diagnose problems in your email marketing, let’s take a look at these seven quick tips that can help you remedy them and get you on the road to better-performing email.

Use your name in the From Name field

One easy thing you can implement right away is adding a human touch to those email campaigns.
By just using your real name instead of business name in the From Name field, you can stand to increase email open rates by 35%.

sender details

Take advantage of the Preview text

The preview text are the handful of words that people see from their inboxes without having to open your email.

preview text example

If supported by your email service provider, you can edit this preview text right as you build your campaign. If not, you can simply make the first line of your whole email more exciting and compelling.

Here are a few Preview text ideas you can use to entice readers to open your emails:

  • Ask a question
  • Hint at an exciting announcement
  • Use curiosity-inducing words
  • Include urgent callouts

 

Regularly clean your list

One key strategy for keeping a healthy email list is regularly pruning cold subscribers. These subscribers are people who haven’t engaged with your emails or brands for at least three3 months.
These cold subscribers can seriously hurt your overall conversion rates in the long-run, and imagine all the money you’d save if you cleaned out cold subscribers who are only taking up space in your mailing list.

Segment your email list

When you further segment your email list according to different characteristics like goals, interests, or even gender, you’re able to create more highly-personalized emails that can increase your chances of getting subscribers to convert.

You can segment subscribers based on which lead generation form they might have signed up for – say, a business might segment people who signed up for a free email marketing paper, they’d be added to a segment called Email Marketing, while those who opted in for a social media statistics report might be in a segment for Social Media.

This way, you can send more relevant emails to subscribers per segment and enjoy better open rates and click-throughs.

Make A/B testing a habit

If you’re not already A/B testing consistently for your email marketing, now is a good time to start.

Subject lines are the thing you’ll most often be testing, but you can also experiment with these things:

  • Campaign send times. You can experiment with different days and times for your emails to see which ones get the highest opens and click-throughs.
  • In-email links. Seeing which links your audience is clicking on in your emails, such as social media links or different CTAs, can give you a lot of insight for future campaigns.
  • Images. Sometimes one kind of design will encourage better conversions. Experiment with different images and video stills on your campaigns to start getting insights about what people are clicking on.

 

Include a clear and compelling CTA

One thing that will always be email marketing best practice is to include clear and persuasive CTAs. To optimize conversions and click-throughs, use action words such as “Buy now,” “Click to read,” or “Watch now.”

Opt to sprinkle in your CTA in different parts of your email and not just once, and make sure there’s contrast – such as a bright button or bold link – that signals some kind of action your audience can take.

email marketing from casper

Brush up on your copywriting skills

Copywriting is a huge contributor to your conversion rates. If you’ve already got your audience opening your emails, you should be able to persuade them by the end.

Whether you want to persuade them into changing their mind about a topic or into taking action, practice better copywriting in each campaign to consistently get better results.

Value first, sales second

Last but not least, you will always need to provide value before you can ever make the sale.

Convince your audience that you’re the expert in a given topic, give them helpful free resources or tips, and always think about how your email – even if sales-related in nature – can provide value in their lives.

To do this, think of your product’s benefits instead of features. Tell audiences transformations they can expect when they buy from you or click this link or work with you.

Always put the focus on helping your audience, and the sales and conversions will come.

Key Takeaways

If you aren’t seeing the results you want from your email marketing campaigns, be sure to take a good look at your current strategy and see where to make improvements. Review the tips listed in this article as a start. Then over time, as you implement better strategies and techniques, you’ll being seeing those conversion rates skyrocketing in no time.

Tips to Create the Best Valentine’s Day Email Marketing Campaigns

It always seems like, as soon as Christmas decorations come down in the stores, the aisles are magically flooded with red and pink hearts. Yep, it’s that time of year already: Valentine’s Day is just around the corner and your email marketing campaigns better be ready!

While you’re trying to decide if you really need that adorable giant teddy bear (it might be a bit too much?), your customers are figuring out what gifts to buy and what places to go to celebrate this love-filled holiday. Valentine’s Day is a perfect occasion to use email to strengthen your relationship with your contacts and let them know you have what they’re looking for. So roll up your sleeves and start building your Valentine’s Day email campaigns now with these tips and examples!

Send a first email campaign before Valentine’s Day

Don’t be afraid to send your subscribers a sneak peek of your upcoming Valentine’s Day sale. While they may groan at the realization that the holiday is right around the corner, they’ll appreciate the reminder that they need to start shopping. Keep your first campaign simple and play with the expectation and excitement that comes with Valentine’s Day. If you start by creating a tempting first email in your festive campaign, your customers might remember your email and show more interest as the day approaches.

Example #1: The Valentine’s Day alert

This email is a great example of an initial campaign that reminds subscribers that Valentine’s Day is around the corner and that they need to start shopping.

Philosophy's Valentine's Campaign
Philosophy’s Valentine’s Day email campaign

Segment your email marketing for Valentine’s Day based on activity

By now, you’ve heard us say it a million times. Segmentation is a great way to reach your audience on a more personal level. For example, you can start your Valentine’s Day campaign with a more general email about your upcoming sale to your main list, then send a campaign to the ones that converted, with some upselling or cross-selling opportunities.

Of course, segmentation is not the only way of adapting your message to your audience. You can also send personalized content by using Mailjet’s dynamic content blocks to create sections within your email campaigns that are specifically tailored to each user. For example, a travel site could suggest subscribers’ favorite destinations as inspiration for a Valentine’s Day getaway. Don’t get too personal, though! Your users appreciate smart use of data, but showing them examples that are a little *too* close to home can come across as creepy and might make your customers uncomfortable.

Example #2: The sneak peek

This American Apparel email gives customers an overview of products both for her and for him, thus showing the brand caters for all tastes. This is the perfect way to encourage a Valentine’s Day splurge.

American Apparel Valentine's Gift Guide
American Apparel’s Valentine’s Day email campaign.

Leverage your order confirmations

Valentine’s Day is a great time to go for the upsell. It’s a time where people go all out for their significant others, so use email to make sure they are aware of all their options, even after they’ve placed an order. For example, if one of your subscribers orders a necklace, follow up with an email to let them know they can purchase matching earrings or a jewelry box to go with it. Since transactional emails have consistently higher open rates than marketing emails, you can use them to ensure your message gets to the customer.

Urkel_Valentines

You can also use your transactional emails to offer buyers a special deal on their next purchase. That way, your customers will be more enticed to return to your site after the Valentine’s Day excitement has calmed down. In other words, your order confirmation may be the last email a one-time customer opens from you, so make it count!

Give your procrastinators an extra nudge on Valentine’s Day

Has someone clicked your emails several times leading up to the holiday without making a purchase? You might be dealing with a classic holiday procrastinator. These shoppers are professionals at waiting until the last minute to order gifts, then trying to order something in a panic, on super short notice (and they will still expect to get them on time for Valentine’s!). So, to avoid panic and stress for everyone, let them know that all is not lost through your emails and remind them of the items that they viewed on your website.

Try retargeting the group of people on your list that have opened and clicked without making a purchase to remind them when the last day to order for Valentine’s Day delivery will be. If they miss it, follow up with an email about same-day or next-day delivery (if you can offer it) or simply give them the opportunity to purchase a digital gift card. Your customers will appreciate the last-minute options, so that they’re not caught empty-handed when the big day arrives.

Example #3: The reminder email

This email from Birchbox reminds customers that there is limited time left to buy a gift, and provides two last-minute gift option to encourage potential customers to make an immediate purchase.

Birchbox Valentine's Email
Birchbox’s Valentine’s Day email campaign

Show your love with a Valentine’s Day email, too

Valentine’s Day isn’t just for the couples, it’s also a great chance for you to show your subscribers how much you love them! Send them a personalized deal that will make them feel valued and special. If they’re a frequent customer, sending them a coupon for your product or service is a friendly way to remind them that you appreciate their business. For example, if you’re in the restaurant industry, try sending your most loyal customers a small discount that can be used on Valentine’s Day.

Example #4: The Valentine’s Day gift

This example shows how you can make your customers feel unique and special and to encourage them to click to find out about a special something that you have in store for them.

Just for you Valentines GIF

Don’t forget those who are not in a relationship

Sure, Valentine’s is supposed to be the occasion for people to celebrate with their significant other. But what about those who are not in a relationship? We don’t want them to feel excluded, do we? Send out an email campaign encouraging your subscribers to indulge and get something for themselves.

Example #5: The treat for singles

Max&Co include in their Valentine’s email campaign a special message dedicated to singles, inviting them to treat themselves.

Max&Co Valentines Email
Max&Co’s Valentine’s Day email campaign

Summing up

We hope you’re not feeling too sappy after our love-filled email examples. Don’t miss your chance to form a love connection with your contacts this Valentine’s Day – you might even enjoy a boost in your sales!

Remember the tips:

  1. Send a first email campaign before Valentine’s Day.
  2. Segment your email marketing for Valentine’s Day based on activity.
  3. Leverage your order confirmations.
  4. Give your procrastinators an extra nudge on Valentine’s Day
  5. Show your love with a Valentine’s Day email, too.
  6. Don’t forget those who are not in a relationship
Send stunning Valentine’s Day email campaigns with Mailjet
Collaborate with your team to design and send beautiful email campaigns that they truly speak to your audience.

Create your account now

If you’re feeling the love when creating your Valentine’s Day email campaigns, share them with us on Twitter!

Email Campaign Ideas to Test in the New Year

Since 2020 is already in full swing, and we’re totally confident that you haven’t dropped any of your New Year’s resolutions yet, why not add one more into the mix? We’ve already told you about the exciting trends we expect to see in an email this year, but what about some cool email campaign ideas to make 2020 your Year of Email?

No need to panic, we’ve got you covered. While you were signing up for spin class, our minds were spinning with fun email campaign ideas that you can test in the new year. Give these a try, and you’ll feel great about your email strategy for 2020 (even if those other resolutions don’t last).

Email Campaign Ideas for 2020

Idea #1: Re-engage your customers after the holiday season

Once all the excitement dies down, it’s time to take a rest from sending email campaigns, right? Wrong. Surprisingly, the post-holiday season is a great time for sales, and a reactivation campaign is the perfect way to get in on the action. Try sending out a campaign to encourage your subscribers to visit your store or website again.

At the beginning of the year, the sales that started after Christmas are likely to still be on. Leverage on this to attract customers to your products and remind them why they subscribed to your brand in the first place. This is a great way to reduce post-holiday unsubscribes.

You can also segment your list to promote to each customers items that they may be more interested in, based on previous purchasing behavior. Continue to engage your subscribers to avoid being ignored after the holiday hype calms down.

Example: Nasty Gal

This Nasty Gal campaign plays with the new resolutions that usually emerge at the beginning of the year, implying that buying from their sale is a good decision. This is a great way to encourage post-holiday shopping and make customers feel good about it.

NastyGal New Year Campaign

Idea #2: Make the most of a not-as-popular holiday

Think about it: your customers’ inboxes are flooded during popular sales periods like Black Friday and Christmas, but what about holidays that aren’t traditional shopping days? Take advantage of the email lull and send your subscribers a special sale when they’re not expecting it. This will capture your subscribers’ attention and incite their curiosity, as they may not be aware of that festivity.

Using a campaign comparison tool, like the one Mailjet offers, will allow you to test various holiday campaigns throughout the year. That way, you’ll know which holidays cut through the inbox clutter and bring you the most engagement from your customers.

Example: Mardi Gras

This Mardi Gras email takes advantage of the excitement surrounding a holiday that’s not typically known for shopping, and encourages customers to indulge in shopping and savings (in addition to eating in abundance, as the festivity requires).

Banana Republic Mardi Gras Campaign

Idea #3: Own up to your mistakes

It’s every marketer’s worst nightmare, and it probably happens to you once or twice a year. You see your beautiful new campaign land in your inbox, only to realize that your call to action links to the completely wrong page, or worse, it has no link at all!

But wait, don’t faint just yet. Use it as an excuse to send a quick follow-up campaign apologizing for the goof (and including whatever you missed in your previous email).

Even if it was a technical problem with your website, don’t be afraid to apologize. Your customers will likely open the email just to see what went wrong, and they may even click through for the deal that you were promoting in the first place. Use powerful subject lines that will play with your customer’s FOMO, to ensure that they will be opened.

Be sure to take a look at your campaign statistics after you’ve sent your “Oops!” email, to see if it increases engagement. Now, we know this little trick is amazing, but don’t go finding excuses to use it, ok? We wouldn’t want you to get carried away. 😉

Example: Forever 21

In this email, Forever 21 takes advantage of their ‘Oops’ moment to offer customers free shipping. Best excuse ever to activate your winter sales.

Forever 21 Ops Email

Idea #4: Play to your customer’s competitive side

Use your slower seasons to give your customers fun incentives. Try creating a game that invites your subscribers to interact with your brand for a prize. This is a fun idea that you can test using multiple platforms. For example, if you’re looking to increase your social following, try running a contest on one of your social platforms, then send an email campaign to let your subscribers know that they’re missing out!

You can also run a campaign encouraging your customers to make purchases over a period of time for a chance to win a prize (think McDonald’s Monopoly game). Giving your customers a little extra push to make a purchase during a traditionally slow season is a great way to re-engage your contact list.

A fun competition is also a great chance to run an A/B (or even better, A/X) test on the various elements of your email. Figuring out which style of subject lines or email imagery excites your subscribers will give you great insight for designing your future holiday campaigns. You can also segment your email list to offer your most loyal customers special deals or opportunities for extra points.

Example: Starbucks

This Starbucks for Life summer game is a great example of creating new excitement through competition. Customers compete to win bonus stars or a lifetime supply of Starbucks by making purchases and hitting specific targets.

Starbucks Email Campaign

Wrapping Up

Testing new campaign ideas is a great way to capitalize on slower seasons. With whatever you decide to try in the new year, make sure to follow your statistics to track the effects of your campaigns. Once you’ve tested your new creations, you’ll be ready to implement the best ideas into your emails for the busier seasons.

So, are you feeling totally pumped to make 2020 the best email year yet? Don’t let us stop you – start building those new campaigns with Mailjet now!

Do you want to try Mailjet?
Create your free account in seconds and start building and sending responsive email campaigns directly to the inbox.

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Did you try one of our 2020 email campaign ideas? Share the results with us on Twitter.

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This blog post is an updated version of the post “Email Campaign Ideas To Test In The New Year“, published on the Mailjet blog on January 5th, 2017 by Patrika Cheston.

Getting Your Super Bowl Email Strategy Right

We’re less than a month away from one of the biggest marketing moments of the year (oh, and I guess one of the biggest days in American sports too).

The Super Bowl, set for February 2nd this year, is one of those few days in the year where nearly everyone’s attention will be on one event. Reaching over 100M viewers every year, the Super Bowl brings in nearly 3x the traffic you can expect from other major events like the Oscars, NBA Finals, or a regular season football game. The best performing TV show might reach 15-16M, but nothing ever comes close to the Super Bowl on an annual basis. Ok yes, the FIFA World Cup Final certainly outperforms the Super Bowl with a global audience of 163M in 2018, but this is not only a global event but an event that only takes place once every four years.

<Super Bowl Viewership vs Other Major Television Events.

 

The point is, the Super Bowl presents a rare opportunity for you as a marketer, and given email marketing continues to drive the highest ROI compared to other marketing channels (yes, including social media, digital advertising, and, of course, Super Bowl commercials), it’s a rare opportunity to leverage this event to drive more conversions from email.

In this post, we’ll help get you ready for this event with some tips on how to optimize the impact you can get from your email campaigns before, during, and after the Super Bowl. We’ll also take a look at some tips for your Superbowl email subject lines.

Preparing Your Email Strategy for the Super Bowl

In the lead up to the Super Bowl there is a lot you can do to ensure that both you, and your customers are ready for the big game.

Roughly half of the Americans that watch the Super Bowl plan to do so at a party, that means over 50M people will be out of their house, bringing food, drinks, and gifts. In fact, 79% of people planned to spend money on food, beverages, or other merchandise in 2018. As you can imagine, spending on Super Bowl Sunday has gone up every year and is up over 60% in the last decade. In 2018 spending reached $15.3B with 25-34 year olds spending the most, with an average of $118.43 each.

To capture your share of this pie, you need to anticipate your customers needs and wants for the day, and help them spend their money the best way. This could include sending relevant and personalized sales a couple days or weeks ahead of time, like deals on dip bowls, food, big screen TVs, or streaming packages.

 

West Elm Super Bowl Sale
West Elm Super Bowl Sale

 

Or you could help your customers have a stress-free day by letting them pre-order certain items ahead of time, like pizza or wings.

 

Shaws Super Bowl Pre-Order
Make Pre-Orders Easy with Email

 

Almost as important as getting your customers ready for the Super Bowl is getting you and your marketing team ready as well. As you’ll see in the next section, there are many marketing opportunities during the game that you’ll want to be ready for, and as our VP of Sales always liked to say: “In anything, Preparation is 90% of your Success!”

Preparation at Mailjet

There are a lot of knowns and predictable moments in lead up to the Super Bowl, and you should use this to your advantage. We’ll start off easy:

  • We know the kick off time is 6:30pm EST on February 2nd.
  • We know it’s taking place in Miami and will be broadcast on Fox.
  • We know football games are usually three hours long, so a good guess is that the halftime will take place at 8pm EST and will feature Shakira and Jennifer López.
  • We know that 1 in 3 people over the age of 35 will be checking their email during the game, and that over 80% of people will be on their phone multiple times throughout the game.

But let’s go beyond this.

  • We also know who will be advertising during the Super Bowl, as AdWeek is tracking everything they know about upcoming commercials.
  • Because of this we know, for example, that Kellogs will have a commercial about Pop-Tarts, and if this spot is relevant to your brand in any way you can adjust your messaging to stay relevant.

We’ll have a few more tips for you later on, to show how you can leverage the obscene ad dollars from major brands ($5M for a 30-sec ad) to help your own campaigns. Can’t Wait? Jump over to our tips for after the Super Bowl.

Ultimately, with all of this information up front you can begin to plan your email campaigns accordingly. If you want engagement on your site, you can schedule a campaign to go out three hours before the game to advertise last minute deals. If you want to take advantage of moment marketing, you could get your design team ready with images, related to football or the halftime show so you’re ready to quickly send a relevant email campaign at a moment’s notice.

Prepare. Prepare. Prepare.

Taking Advantage of Email During the Super Bowl

There is a lot happening when the game is on, and of course people are distracted. While, as we already mentioned, many people are actually checking their email and social media during the game and the commercials, you are going to see a noticeable drop in engagement during the game.

Make Sure Your Emails Are Mobile Friendly

Moveable Ink put together a really interesting study to look at if and how people are engaging with email during Super Bowl Sunday. They found that email open rates on Super Bowl Sunday were on par with open rates you can expect any other Sunday throughout the year. However, they did find that emails were opened much more frequently on smartphones and tablets than on desktop devices during this time.

 

Superbowl Open Rates
Email Open Rates During Super Bowl Week

This is understandable given people are away from their desks on most weekends, but it’s a good reminder that it’s important to ensure your emails are responsive on all devices, and also that your campaigns, CTAs, landing pages, and promotions are also optimized for mobile conversions.

Make it easy for people to go to your website or buy your product on a mobile device if you’re planning on sending on Super Bowl Sunday.

Take Advantage of Retargeting with Email

While of course social media, like Twitter, has quickly become the digital channel people are engaging with during the Super Bowl to discuss the game and the commercials, they are often engaging with brands, websites, and search.

Patrick Tripp, senior product marketing manager at Adobe Campaign explains why: “They’re using their mobile device to enhance their viewing experience by researching the celebrities and brands, new products/services making their big debut and more. Most importantly — in addition to all of this second-screen activity — they’re checking their email during the Super Bowl.”

While you can certainly take advantage of the fact that your customers are potentially reading your emails during the game, it’s more important that you are leveraging re-marketing and contact capture opportunities that occur during the game.

For example, if someone is reading an article you wrote about the Super Bowl on your site during the game, or are researching your products, make sure you set up transactional emails or automation workflows with promotions or calls to action to keep them engaged.

Kraft’s Family Greatly Twitter campaign in 2018 directed people to a landing page where they were promoting an email newsletter with easy and delicious recipes.

Patrick Tripp from Adobe explains further. “With the right tools, marketers can create more than a spike in social mentions, but actually boost the bottom line by remarketing in email to create more meaningful, relevant engagements, leveraging insights they already have about the consumers’ interest in the game — from the team they’re rooting for to the brands they’re researching and possible online shopping carts they’ve abandoned.”

Moment Marketing at the Super Bowl

Finally, there is of course moment marketing, making sure you are ready to jump on relevant moments from the game. Oreo won this game in 2013 with their “You Can Still Dunk in the Dark” Twitter post during 2013’s Super Bowl power outage, but many brands can take advantage of these moments on both social media and email to leverage a shared experience for brand awareness and engagement.

To do this right, you’ll need to have your email marketing team ready, maybe launch a “war room” at the office to watch the game, have some pizza (maybe even some beer) and be on the ready to quickly design a new campaign and write some new copy to capitalize on the shared conversation happening online.

Maximize Impact After The Super Bowl is Done

Once the game is done, your work is not.

It’s only starting, actually. One way to understand this is to look at how people interact with advertisers before and after the game. During the game, Millennials are the most likely to visit an advertisers website, whereas Gen X’ers and Baby Boomers are far more likely to engage with your brand right after, or even up to one week after.

Website Visits Super Bowl Ads
How Different Generations Engage with Super Bowl Advertisers

Be Apart of the On-Going Conversion

While we can’t all be advertisers at the Super Bowl, there are opportunities to take advantage of the discussion happening online about the game, the commercials, the players, and the brands. You can send campaigns that reference those moments from the game, that follow up on your social media posts, or maybe even email out your own (much cheaper) Super Bowl commercial with a YouTube link.

Either way, over 100M Americans are riding high from an event – take this opportunity to start and/or continue a conversation with them.

Piggy Back Off of Major Brand Awareness

Another massive opportunity, depending on your industry is to leverage the good will of the advertisers for your own products and services.

Super Bowl commercials are often more about pushing a new idea or concept, as much as they are about pushing a specific brand or product. For example, Amazon’s fantastic 2018 Super Bowl commercial for Alexa was as much about the future of the connected home and voice control, as it was about a specific Amazon product. In fact, they never actually name the product in the ad (the Amazon Echo).

“The commercial built awareness of Alexa and Echo devices, says Deb Gabor, CEO of brand strategy consultancy Sol Marketing. “While it didn’t offer much in name of showcasing the value proposition of Alexa, it seemed aimed at driving the adoption of smart speakers into mass use.”

Brands who don’t have $5M to spare on a Super Bowl ad, but with an interest in the connected home industry, can piggyback off of the attention smart speakers and connected devices will now have in the zeitgeist. It often doesn’t need to be a competing company, it’s almost more impactful if you are a completely different product entirely.

For example, if you sell smart thermostats, maybe send an campaign after with the subject line “Our smart thermostats never lose their voice”.

We know which brands will be advertising during the Super Bowl, and in fact we will likely already be able to see the actual commercial since they are commonly leaked ahead of time (whether intentionally or not). Major brands will be pushing new ideas and new industries. Identify where your brand can jump into this new window to capitalize on this new concept awareness.

Subject Line Tips for Your Email Campaigns

Finally, one of the most frequently asked questions about email marketing is how to write the perfect subject line. On a crowded marketing day like Super Bowl Sunday, standing out with good copy is even more important.

According to CoSchedule, 35% of recipients open emails based on subject lines alone. So what can you do to try to capture attention and inspire action? Here are a couple of tips that you can incorporate into your campaigns. We’ll apply each of these tips to the same Super Bowl themed email campaign.

Our case study will be a Home & Decor shop advertising their sale on beer mugs for your Super Bowl party.

Here are the beautiful mugs, and below are ways you can use subject lines to maximize sales. We’ve created a few examples under each tip.

Super Bowl Beer Mugs

Generate Curiosity

This is obviously easier said than done, but there is always a way to generate curiosity with your subject lines, and it’s often a matter of reconceptualizing the same question in a slightly different way.

❌ Beer mugs on Sale This Week

✅ Here is one item you’ll need for your Super Bowl party

Create Urgency & Scarcity

By creating urgency or scarcity, you are creating a small window for your customers to click. Anything that makes them think they can deal with this later reduces your chances of them coming back to your email. This is especially true for emails on a mobile device – act or lose them forever. In fact, subject lines with words that imply time sensitivity (e.g. “urgent”, “breaking”, “important” or “alert”) are proven to increase email open rates….but careful not to sound spammy. If they expect to hear from you, then this won’t be a problem.

email urgency

❌ We have all the beer mugs you need for the big game

✅ Today Only! One item you’ll need for your Super Bowl party

Personalize

We’ve said it a thousand times by now, but you should always be personal with your customers. Personalized email messages can improve your click-through-rates by 15% and your conversion rates by 10%. Often you will have the person’s name, so use this in the subject. Many brands also have much more information they can use such as transaction history, and city.

❌ Beer mugs on sale for the big game!

✅ Mike – we have Boston’s best selling mugs on sale today only

Kick Off Your Team’s Super Bowl Campaigns

Mailjet is devoted to helping teams send their emails faster, together. As you prepare for the Super Bowl, and all of 2020’s upcoming marketing moments, it will be more important than ever to have your entire email team on the same page. Be sure to check out our Collaboration Toolkit to help build your campaigns in real time and get ready for the biggest marketing moment of the year.

What email strategies will you employ for the Super Bowl? Tell us all about your own #SuperBowlEmails on Twitter!