Praise be, subject lines can live again. Email marketers may concentrate on the first time messages hit inboxes, but there’s another consideration: Consumers search their inboxes using keywords when they’ve put off purchases, but are now ready to revisit them.
How will they search? Most likely, they will plug in keywords related to what they want to buy. The marketers at the top of the list may get first consideration.
The reason this article topic came to mind is a bit unsuitable for work. Let’s just say, if marketers want to peruse a topic trending on Facebook on Thursday and see the importance of keywords, check out: “The United States of Porn: A State-By-State Guide.” Each state cares about different keywords, according to the Feb. 25 piece by Vocativ. And that brings us to our checklist.
How will consumers use keywords to search for older subject lines?
- Consumers Will Read the Top Search Results. “Let’s say that someone has emailed a couple of different Web designers for a project,” writes Kristi Hines of Moz in September 2015. “They put the project on hold for a bit, then decide to pick it up again later on. What will they likely do? They'll search their inbox for the web design quotes they received. If your subject line includes those keywords, your email will make it into the search results.”
- Consideration Will Happen Quickly. So they’ve waited a long time, but now they’re in a hurry. This may be true even for B-to-B searchers, as this guide for Outlook shows: “Instant Search shows the first 30 matches.”
- Recipients Will Ignore Throwaway Words. For instance, Yesware finds: “Drawing on data from over 500,000 sales emails sent by Yesware users in Q1 2014, we found that subject lines containing the word ‘hey’ resulted in lower open and reply rates than other common subject line keywords.” At the same time, do pay attention to courtesy, because it matters on the email’s first viewing, advised Adestra eight months ago. “Looking at the top 10 best performing keywords across all industries, we’ve seen both ‘thanks’ and ‘thank you’ on the list,” writes Jennifer Watkiss. “While this shows that customers enjoy acknowledgment of their actions, these types of emails are generally automated ones. This makes me believe that timing also has a crucial impact on the open rates of these types of emails.”
What’s been the best keyword for marketers reading this piece to see conversion on old email subject lines?
Please respond in the comments section below.
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