The opinions of customers can help other users who are looking at a product to decide if it is worth buying it or not. If the opinions are positive, it can translate into a significant increase in sales for the store, so it makes sense that you want to encourage feedback from your customers.
Opinions are a fundamental marketing tool since they are seen by other users as authentic and very valuable experiences of other customers who have already bought and tested that product and made purchases with that store.
For those who are looking for a product in a store, opinions have more weight than all marketing efforts combined.
It can be a job to get customers to respond to emails to assess. As senders and receivers of this type of message, we all know how unproductive people are to fill in anything that resembles a survey. But it is true that they have changed in recent years and that they are now fully automated and very easy and quick to respond.
Even so, before the customer who has made a purchase completes this assessment and leaves his/her opinions, we must still achieve something more difficult if possible. Call his/her attention in the inbox.
The digital life of today leads to an avalanche of emails that seems to never end. Random companies that you do not remember having given your email, notifications, requests, updates… All these unwanted marketing emails messing up your inbox.
There are some basics that can help you increase the likelihood of being seen and read in the middle of this mess and that help people open your email.
How to write a good email subject to get more opinions
#1 – Activate people’s emotions
For instant decisions like opening an email or not, connecting with people on an emotional level is much more effective than choosing an informative approach and trying to appeal to the rational part of the brain. This means orienting oneself towards human emotions and desires. For example: “You have the power to live a better experience”.
The difficult part of appealing to the rational side of the human brain is that a customer has to be committed and motivated to process that information at that moment.
If not, they will directly choose to ignore it. Emotions, on the contrary, appeal to the subconscious mind. Which chooses shortcuts to avoid the evaluation of information and appeals to emotions and instincts previously learned to shorten the process of decision making.
And yes, as we have noted above, you can write something that sounds intellectual but can still act as an emotional trigger. “We need your reasonably calculated assessment” appeals to the intellect, but creates a sense of inclusion and importance about your position.
#2 – Be specific, relevant and personalized
Arrive quickly where you want to go, make sure it’s useful for customers and personalize the email to them. You can talk about you, but make sure everything addresses them. What will your customers get? It may seem difficult to convince them to value your store, but if you do it right, you will realize that your customers are not always as selfish as you think.“Helping us, helps you too”could be the concept that is implicit in all your email since with the comments you improve the experience of all the clients.
Therefore, using time and place as a way to create a sense of interest can be a good option. Something like“tell us about your purchase from yesterday” is a great way to create a sense of curiosity through personalization and that your clients leave their opinions.
#3 – Ask questions
People like to be consulted because we all like to be heard. Anything that awakens people’s desire to give their opinions is the key at this point.“What do you think we should do now?”It can be a good example.
#4 – Do not lie, make clear what is inside the email
It is commonly said that a well-crafted text should make every line you write give the reader the desire to move on to the next one. Yes, this is true, but if the message has nothing to do with the subject of it, you will begin to see the difference between the rate of views and the growth rate. People will not find coherence and will lose interest. If you use a header such as “Get your 90% off NOW” and then there is no discount on the email.
#5 – Awaken curiosity
“My robot is legal” This subject of the email is of the company of Daily Digg and illustrates perfectly how being absurd, no sense, or funny awakes the curiosity of the people. Leaving aside information will grab their interest. Remember that being smart and fun has nothing to do with cheating or lying.
And do not be afraid to experiment with your language, people get tired of always reading the same adjectives to describe different things.
#6 – Make it short and sweet
Make it a summary, because after 50 characters people stop reading headers.
This is not an absolute rule, if you believe that your clients will perfectly receive a longer issue, you should try.
However, unless it is an email addressed to customers who are more or less waiting for it, giving too much information usually means receiving less audience. “Give us your feedback”.
#7 – Call to Action
If your email has a specific goal. Why don’t inform it in the beginning? What matters the most in an email is the call to action. Therefore, if you clarify the goal of your email in the headline, there are more chances that your email will be opened. “Get a discount by sharing your review”.
#8 – Create a sense of urgency
This technique never fails. This strategy is a great tool to make users open the email as soon as they receive it, instead of leaving it for later. When that happens the risk is that no one opens the email.
Therefore, try to make it feel like the only way is to act at the same moment for example. “Review us today to get an extra discount for next purchases”.
#9 – Customize the E-mail Subject
You may use, for example, the username. That is a useful strategy and a good way to make the user read the email. Some companies forget that they are writing to human beings and write subjects that sound like written for robots i.e. “update”, you should rather use “John, look at the updates on our service”.
#10 – Take advantage of the novelty factor
Innovation is always attractive. Therefore, if you have the chance to announce something new, it is interesting to write a subjec6t line including some updates to the user like “see new rewards for sharing your feedback”.
#11 – Tell what others have done before
The best endorsement of companies is happy customers. If you have examples of clients who succeed after hiring your services, tell that in your Email Subject. This will enlarge the client’s trust in your business and will encourage the email opening.
Example: “3.000 customers enjoyed their rewards after sharing their opinion”.
#12 – Include advantages.
A good technique is to include an advantage or benefit that the user may take advantage to. For example, if you have a special promotion, say that in your Email subject, to catch the reader’s attention like: “only for those who shared their feedback: Extra 10% off”.
#13 – Build suspense
Write an email subject that finishes in the email content
You could use suspension points to indicate that for more information they have to open the email. A good example of this could be “Your opinion will be rewarded by a discount of…”.
#14 – Generate top of mind brand awareness
Even though you can work on this with other elements of the email (like the sender), including your brand name in the email subject is a good way to gain users recognition. If they like your brand, they will decide to read the message. Example: “Revi: new user registration”.
#15 – Juggle mentally with users
We are all curious and you can take advantage of that factor. Have you ever said someone not to do something and he/she did it anyway? Play with that, awaken their curiosity and the desire to open your message. A good example could be “Don’t open his message”.
#16 – Show your customers’ opinions
Show the positive experiences that previous customers had with you. Users love to read others experiences and recommendations about what they are planning to buy. That makes them trust and encourages them to open your email.
Example: “Hear what others have to say about X product”.
Some uncertain resources
Superlatives can work
Some words like ‘true’, ‘no failure’ or ‘worse’ can attract people to click, but be careful because it can sound ridiculous sometimes.
Number, numbers, numbers
This has been proposed as the panacea of writing on the Internet, if in doubt, use numbers. So, why do we put it as uncertain? Because after 10 years of people being bombarded with “Ten reasons why…” and “five ways to improve…” their strength and overexploitation can be their own destruction.
Exclamation points, symbols and special characters. It is difficult because sometimes they are used well and with a purpose and are effective, but most of the time, these kinds of things can make your email too similar to those aimed at sales, which will generate rejection.
Do not strictly follow these tips, try it yourself.
This type of principles is a guide for the creation of good subjects for your email and get your customers, among other things, leave their opinions. Not all can or should be applied to all types of email, they can even be relegated to the background if you find another one better used.
But blindly following the content marketing tips is not a good idea. Each company and its customers are different and find what works and what does not is a matter of trying and learning what connects better with your audience.
More than the content, the evidence is king. And not only should you try different email subjects, but make sure you also try different days of the week and hours of the day to see which are more effective to receive opinions, since a good subject line can be weakened by being sent at the wrong time.
Here were some of the basics, now it’s your time to discover how to improve your emails and collect more opinions.