The email open rate is one of the most important metrics to pay attention to. Besides overall deliverability, getting a sizable percentage of subscribers to open your law firm’s emails is the first domino that makes everything else fall into place.
After all, opening leads to reading your email, which leads to clicking through to your site, which leads to browsing your site, which ultimately leads to converting and becoming a client.
One of the most effective ways to increase your open rate is to perform a series of subject line split tests (also known as A/B tests) to determine what works best. Here are some specific tests you can experiment with that should have a positive impact on your open rate.
Short vs Long Text
There have been numerous studies done to find the sweet spot for subject line length. Most experts agree that shorter subject lines tend to perform better than longer ones with a big reason being that so many people (40 percent) initially open emails on a mobile device. However, it’s certainly worth doing some of your own investigation to see what’s right for your law firm.
Include the Recipient’s Name vs Not Including It
Personalization is a hot marketing trend these days. Adestra even found, “Personalized subject lines are 22.2 percent more likely to be opened.” Therefore, it’s wise to see what results you get by sending a batch of emails that include the recipients name and a batch of emails that do not.
Your Name vs Your Law Firm’s Name
One of the main things that people look at when deciding whether to open an email, ignore it or send it to spam is the “from” field. Finding the right formula here should have a positive impact on both your open rate and deliverability rate.
Urgent vs Non-Urgent
One particular study found that subject lines that conveyed urgency had a 22 percent higher open rate than those that didn’t. So it’s certainly worth running a test where you use words like:
- Limited time
- Don’t miss out
Capitalization vs No Capitalization
For many, using all caps in a subject line can come across as spammy—like you’re desperately trying to grab the attention of readers. But another school of thought is that it will help your email stand out from the others in a person’s inbox. Both are valid points.
So for your split test, use the exact same subject line, but use call caps for one.
Sentence Case vs Title Case
This final experiment may be splitting hairs and may only have a marginal impact. Nonetheless, it can be worth the effort and will show you whether or not people respond more favorably to sentence case or title case.
If email marketing is one of your law firm’s go-tos, you’ll want to do everything possible to refine and improve your results. Subject line split tests are a simple yet potent way to accomplish this. The experiments listed here should help you optimize this process so that you can increase your open rate.