最近在帮客户做电子邮件营销方面的事情。从效果上来看，不理想！只有5%左右的打开率。
如何提高邮件的打开率呢？最先想到的就是邮件主题！这是给用户的第一印象。自己平时收信时，很多邮件一看标题就直接删掉或者丢进垃圾箱！在圈子里也做了一些小调研，大致相仿。
碰巧读到一篇关于邮件主题的调研文章，举了一些实例。很有参考价值。如下：
最佳标题（打开率60%-87%）
- [COMPANYNAME] Sales & Marketing Newsletter
- Eye on the [COMPANYNAME] Update (Oct 31 – Nov 4)
- [COMPANYNAME] Staff Shirts & Photos
- [COMPANYNAME] May 2005 News Bulletin!
- [COMPANYNAME] Newsletter – February 2006
- [COMPANYNAME] Newsletter – January 2006 [ *|FNAME|* *|LNAME|* ]
- [COMPANYNAME] and [COMPANYNAME] Invites You!
- Happy Holidays from [COMPANYNAME]
- ATTENTION [COMPANYNAME] Staff!
- ATTENTION [COMPANYNAME] West Staff!!
- Invitation from [COMPANYNAME]
- [COMPANYNAME] Jan/Feb 2006 Newsletter
- Website news – Issue 3
- Upcoming Events at [COMPANYNAME]
- [COMPANYNAME] Councils: Letter of Interest
- [COMPANYNAME] Coffee Exchange – Post-Katrina Update
- We’re Throwing a Party
- October 2005 Newsletter
- [COMPANYNAME]: 02.10.06
- [COMPANYNAME] Racing Newsletter
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最差标题（打开率1%-14%）
- Last Minute Gift – We Have The Answer
- Valentines – Shop Early & Save 10%
- Give a Gift Certificate this Holiday
- Valentine’s Day Salon and Spa Specials!
- Gift Certificates – Easy & Elegant Giving – Let Them Choose
- Need More Advertising Value From Your Marketing Partner?
- [COMPANYNAME] Pioneers in Banana Technology
- [COMPANYNAME] Moves You Home for the Holidays
- Renewal
- Technology Company Works with [COMPANYNAME] on Bananas Efforts
- [COMPANYNAME] Update – A Summary of Security and Emergency Preparedness News
- Now Offering Banana Services!
- It’s still summer in Tahoe!
- [COMPANYNAME] endorses [COMPANYNAME] as successor
- [COMPANYNAME] Holiday Sales Event
- The Future of International Trade
- [COMPANYNAME] for your next dream home.
- True automation of your Banana Research
- [COMPANYNAME] Resort – Spring into May Savings
- You Asked For More…
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那么，怎样设置标题最佳呢？秘诀就是…
The Secret Formula for Subject-Lines
So what’s our advice for email subject lines? This is going to sound “stupid simple” to a lot of people, but here goes: Your subject line should (drum roll please): Describe the subject of your email. Yep, that’s it.
Always set your subscribers’ expectations during the opt-in process about what kinds of emails they’ll be receiving. Don’t confuse newsletters with promotions. If your email is a newsletter, put the name and issue of the newsletter in your subject line. Because that’s what’s inside. If your email is a special promotion, tell them what’s inside. Either way, just don’t write your subject lines like advertisements.
When it comes to email marketing, the best subject lines tell what’s inside, and the worst subject lines sell what’s inside.