Chris Drummond, AAF, of Plaza Flowers in Philadelphia has discovered a “secret” for improving open rates. Put a low price point in the subject line.
Drummond experimented with the idea last year, when he included $39.99 in the subject line of a Thanksgiving promo sent out about nine days before the holiday. He had a hunch the price would get people clicking, an instinct that proved correct.
“Open rates and click-throughs were up over 20 percent,” he said.
What’s more, average sales increased by about 1 percent. The trick there, Drummond says, is to properly organize the landing page your customers find from the email. Customers attracted to the idea of a good deal might actually be willing to spend more, if you give them the chance and some truly attractive options.
“Bury the low price point below more impressive high price points,” Drummond advised.
Get additional tips on how to craft subject lines for effective email promos.
