The Art of Crafting Click-Worthy Email Subject Lines for Higher Education
Email subject lines are an important part of any email marketing strategy. However, they can be difficult to master. For higher education marketers, the challenge is even greater. Prospective students are bombarded with app notifications, brand messages and other promotional emails, making it challenging for higher ed marketers to be heard above the noise.
One way to rise above the noise is through personalization and localization. These tactics allow marketers to deliver targeted content and messages that resonate with their audience and encourage them to take action.
Localization: Using the recipient’s name and/or location in an email subject line can boost engagement. Personalization increases relevance and creates a more personalized experience for the recipient, which can lead to higher click-through rates and conversions. Localization takes personalization a step further by tailoring content and messages to the specific context and situation of your audience.
For example, using a recipient’s first name in an email subject line and referencing their job role, industry, or a goal or challenge that they are facing can further increase the relevancy of an email message and encourage click-throughs.
Curiosity
Creating an air of mystery or intrigue is another way to entice recipients to open your email. For example, EF Tours uses a quirky emoji and a sense of urgency in their subject line to draw the reader in. This type of subject line is perfect for generating curiosity, as it teases an offer that will benefit the recipient and make them want to know more.
FOMO (Fear of Missing Out)
Nothing gets people clicking like the fear of missing out. For example, using words like “limited time”, “first come, first serve” or “while supplies last” can create a sense of urgency that encourages people to act quickly and avoid losing out.
Emojis: Email subject lines that use emojis are more likely to be clicked than subject lines that do not. However, it is important to use emojis sparingly to avoid overwhelming your email audience. In fact, Klaviyo data shows that subject lines with more than one emoji are often less effective than those that do not contain emojis.
Ultimately, the best subject lines are those that capture the essence of your audience and speak to their needs and desires. Whether you’re trying to pique the interest of prospective students, drive clicks on a new product launch or increase engagement with a blog post, keeping these tips in mind will help you craft email subject lines that are both engaging and effective.
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