“Keeping up with the Joneses” is a familiar phrase which is more and more relevant when it comes to standing out in an overcrowded inbox. You definitely want to make sure you’re keeping a pulse on what your competition is doing and how your subscribers may be engaging with the other guys. Below are some top tips for key areas to concentrate on when you’re evaluating your competition.
The first step in standing out in an overcrowded inbox is maximizing the impact of the subject line. The subject line is your first, and sometimes only, opportunity to appeal to your subscribers over your competition. According to Convince & Convert, 33 percent of email recipients make a split-second second decision to open an email based on the subject line alone. They also report that an astonishing 69 percent of email recipients will mark an email as spam or junk solely based on the subject line. Keeping an eye on phrases and keywords used by your competition (or other best-in-class senders) can give you tremendous insight into crafting your own subject lines that will keep you from becoming one of the statistics that’s lost in translation.
Some key takeaways to look out for when evaluating subject lines from your competition:
Use these insights into subject lines for inspiration and testing to help improve your own program. And while the subject line is a key focus for many marketers, it’s important not to overlook the entire inbox experience. The from/friendly from, subject line, preheader summary, and messaging frequency all play a critical role in making your message stand out from the crowd.
Content and Offers
Whichever subject line tactics you use, make sure to follow it up with relevant content and a clear call to action. Don’t go for the bait and switch…that will only work for so long before you start to lose the trust and interest of your subscribers—no matter how enticing the subject line might be.
Some key content areas to evaluate for the competition include:
The sign-up process can be your best opportunity to get to know your subscribers on a more personal level and help you to customize your messaging to drive better engagement. Test out the subscription process for some of your top competitors and top-tier marketers to see what ideas you can incorporate into your own program to drive engagement.
Following the sign-up process, do they have a compelling welcome series?
By targeting these key areas, you can make sure not only to “keep up with the Joneses” but to set yourself apart from the Joneses and grab your subscriber’s attention!