In all the talk about how to transform your marketing to a mobile-first strategy, Aaron Orendorff, of iconiContent suggests that it’s only the first three lines of an email that matter. He believes this because 65% of emails are opened through a mobile device, according to US Consumer Device.
To help optimize our three-line opportunity, we review those three specific lines that Aaron cites in his piece on mobile email optimization: The subject line, the first line, and the “from” line.
- The subject line: Should be short and to the point. Quick and concise is always nice! How can you make these words draw the attention of your recipient? Make it personal and include someone’s first name, or make a direct reach using “you” and “I.” Most importantly, make it sound human, type with emotion. It’s good to even use words found in today’s pop culture to keep it fun and interesting.
- The first line: As Orendorff urges, “The key here is personalization and conversation.” With this line, you have the opportunity to show personality, and maybe even bring some wit to your message, so take it.
- The from line: Since it’s a key influence on why people open, the from line should also be personal, he says. Your name is important here because it continues to show you are real and not just another sales ad.
Using these recommendations, let’s take a look at what may need fixing here:
Subject line: Tenant of Happy Trails Apartments concerned about the leak and broken window in apartment 5B
First line: We in the maintenance office have received a complaint from you regarding some issues you say are occurring in your apartment.
From line: Maintenanceoffice@HTA.com
Now, what did you spot in these three lines that could use some fixing? For starters, the subject line consists of 16 words which are unlikely to draw the attention of the recipient. We can shorten this line though, and while we do that let’s bring some more personality to all three lines.
Subject line: We want to fix your leak and broken window! (Short, to the point and actionable.)
First line: Dear Jane, I am sorry to hear about the issues in your apartment and want you to know that we here at Happy Trails are committed to resolving this immediately because your happiness is our number one priority! (Uses the recipient’s name and expands on the subject line in detail.)
From line: BlakeDawson@HTA.com (Using a named email address shows that we are relatable, and should also match the signature at the bottom of the message.)
Connecting with your audience via mobile is key in keeping your business in the #TopRight corner of your market.