According to Smart Insights, the average email open rate for the legal industry is 26.82 percent and the average click-through rate is 3.08 percent. Although not abysmal, both are lower than what you’ll find for many other industries, and you’ll certainly want to take initiatives to raise these numbers.
But what if there was a ridiculously simple way to increase your email open and click-through rate and maximize the potency of your email marketing campaign as a whole?
It turns out there is. All you have to do is say thanks.
Allow me to explain.
A Recent Report
Cheetah Digital recently released their quarterly benchmark report that analyzed data from October, November and December of 2017. They looked at several different aspects of marketing with one being the subject lines of emails. Their goal was to figure out how experimenting with different subject lines could impact the open rate and click-through rate.
Although they found a lot of interesting trends, one of the more notable was that saying thanks in the subject line can increase your email open and click-through rate dramatically.
Here’s What the Data Says
Cheetah Digital reports a lift in unique open rates by:
- 94 percent in surveys
- 53 percent post purchase
- 47 percent in buyer segment promos
As for unique click rates, they increased by:
- 48 percent in surveys
- 36 percent post purchase
- 124 percent in buyer segment promos
Wow! That’s really impressive. Who would have thought that something this simple could result in such a massive increase? This just goes to show that expressing gratitude can really go a long way in email marketing.
Analyzing This Trend
But this makes sense when you really think about it. Put yourself in your average email subscriber’s shoes. Most are barraged daily with bogus spam messages, annoyingly hyped up email promotions and so on. These types of email are major turnoffs and will usually be overlooked or marked as spam. People simply don’t want to be hassled, especially when their inboxes are already filled to the brim.
Taking a entirely different approach by including terms such as “with heartfelt thanks” and “thank you!” is an effective way of showing that you value their time and appreciate their business. It’s the perfect way to slash through their skepticism and mistrust.
Besides the immediate payoff of a higher open and click-through rate, this is a great way to build positive relationships and establish a sense of trust. And this is critical for lead nurturing and ultimately getting prospects to contact your law firm.
Putting This Data to Use
The takeaway here is that expressing gratitude is more powerful than you may have thought. So you’ll want to keep this in mind when creating future email subject lines and get into the habit of thanking your subscribers whenever it makes sense. Doing so should help increase your email open and click-through rate. In turn, this will allow you to drive a higher volume of traffic to targeted landing pages on your site and help you reel in more clients.
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