Like it or not, the 2013 holiday season is here. Whether this is good news or bad news for your holiday email campaigns depends on your ability to deal with two trends in email marketing: increased volume and inbox foldering.
Not only has annual email volume increased year over year, but each holiday season, there is an additional increase of about 20 percent in the number of marketing emails sent. This means more and more messages are competing for recipient attention in the inbox, especially in November and December.
With the rollout of Gmail Inbox Tabs--the largest implementation of automatic inbox foldering to date--you may be competing for limited attention in a purely promotional inbox. Even if Gmail users represent a small percentage of your list, the inbox foldering trend is only going to grow, so if you're not feeling a need to adjust your strategy now, you will soon.
I laid out a framework for getting email opens in two previous articles: first, get attention; then, drive action. To get attention, you'll need to stand out among the other messages competing for your recipients' eyes and mind.
Getting Attention in a Crowded Email Inbox Tab
Attention is concentration on one item while excluding other items. In cognitive science (the study of the brain and thought processes), the brain grants concentration in one of two ways. Understanding these two different mechanisms by which the brain gives focus to things will help inform how your subject lines can stand out, especially in highly competitive environments.
When looking at an inbox, most brains will be in goal-oriented mode, looking for important items that require their attention. In goal-oriented mode, the more similar other stimuli (subject lines and from names) are to the target object (your subject line), the less likely your target object is to stand out and get attention. You want to make your subject line stand out visually from the other subject lines as much as possible. This will increase the chances that it will be the subject line that captures your recipients' attention.
Tips for Stand-Out Subject Lines
How can you make your subject lines stand out? Here are a few suggestions:
As inbox foldering becomes more common, strategies to increase the salience of your subject line compared to others become even more important, since the context in which your subject is viewed (i.e. a tab specifically for marketing emails) means that the neighboring subject lines are more similar than they would be in a general inbox.
Standing Out to Recipients in Exploratory Mode
Now, the exploratory mechanism is a little less related to our case, but still somewhat relevant. The exploratory mechanism--literally localized in a different part of the brain than the goal-oriented mechanism--has the job of discarding a lot of stimuli and only granting attention to the stimuli it deems most important to survival and success.
In order to do it's job effectively, this part of the brain must efficiently filter out things it recognizes as being inconsequential (i.e.: the familiar).
Remember the first time you went into a new building or moved into a new place, and every little thing caught your attention? That old nail on the wall, the color of the paint, the way the door opened. At first, your brain doesn't know what's important and what's not in this new environment, so it pays attention to all of it. Once you've gained some familiarity, you don't pay attention to all those little things, unless someone calls your attention to it and you go into the goal-oriented mode.
In a similar way, recipients become habituated to your emails over time. If your from name is consistent (good) and your subject line always has the same structure (not as good), your recipient is less likely to even grant attention to your email much less engage with it. That's why using icons in your email subject lines might result in great open rates initially, but if you use icons consistently, recipients will become familiarized to this style of subject line, causing inbox attention (and thus open rates) to decline.
To stand out to recipients browsing in the exploratory mode, you need to continuously switch it up:
The above suggestions are but a few ways in which you can go about garnering recipient attention in the competitive holiday inbox.
Remember: in order to stand out, your email subject lines need to be both visually different from your competitors and from your own previous subject lines. So this holiday season, take a chance on something different-you may find it's more effective than you expected.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
As one of StrongView's in-house marketing strategists, Justin Williams helps email marketers develop and implement strategic lifecycle marketing campaigns that are continually optimized to increase engagement and revenue. For the past five years, Justin has applied his expertise in email marketing, social media, web design, and other interactive marketing disciplines across a variety of industries, including retail, finance, media, and technology. In addition to founding his own consulting company, Justin has built go-to-market strategies for early-stage startups and worked with brands like Cisco, Qualcomm, and Geeknet. Justin holds a BA in cognitive science from the University of California at San Diego.
March 19, 2014