How to Write Impactful Marketing Campaign Titles?
As a marketer, you already know how difficult it is to write a winning campaign title that not only meets the low hanging metrics – open rates, CTRs etc. but also meets the north star metric – conversions. While that is a persistent challenge that you’ll have to work with but how will you tackle zillion campaigns that create much noise and hamper your campaign deliverability and success rates?
So what’s the best way to rise above the noise?
It begins with an extremely well written campaign title. The most effective campaign titles are short, crisp, includes emojis and include a compelling reason for the user to click your email and push notification campaigns.
In our previous post we introduced our very own campaign title performance predictor and in this article, we go over various steps of writing an effective and winning campaign title for both email and push notifications.
Capitalise on Campaign-Audience Fit
When you are conceptualising and planning a campaign, the most important thing to consider is defining your audience. Before you even get started with writing a title, you need to understand what audience will this campaign cater too. Shooting the campaign to your entire campaign list will skew your campaign goals.
This is where you need to focus on segmentation. Build campaign specific segments to ensure campaign-audience fit. Once your audience is defined, your campaign title has to be written keeping the audience in mind.
A good practice is to come up with a working title before you finalise on one. It is very specific and gives you a direction of how your title should be. Of course, understanding what your user needs and finding the lingo that resonates with them is critical.
Whether you are trying to make a sale, offer a discount/promotion or just trying to reach out to your users, your end goal will determine what content goes into your title. Be very specific about the value that your users will get. This will help your write killer titles that will entice the users to not only open it but also converts them into customers.
Incorporate Power Words for Powerful Campaign Titles
Don’t ever shy away from trying certain words and phrases to see how your audience is responding to your messages. Compelling copywriting takes some serious skill and effort and involves variety of forms and channels. A strong title turbocharges your push notification campaigns and email campaigns.
Power words are words that are used to make an emotional or a psychological impact, and they fit naturally into copywriting. They aren’t inherently special than the words you use in your regular conversation but are more effective in communication. Using power words in your titles will lead to higher open rates, CTRs and campaign goal conversions.
Power words gain highest engagement scores and they can be categorised into four main groups: words that convey urgency (today, right now, alert, pending, critical, etc.); words that convey exclusivity (accepted, eligible, limited, etc.); words that convey emotion (happy, excited, dream, epic, warning, etc.); and words that convey value (offer, promotion, deals, sale, etc.).
Ex: Exciting Deals on Puma Shoes!
Grab them at flat 50% off.
In addition to power words, Adding the personalisation element such as first name will help in capturing a user’s attention. However, personalisation does not limit to just first names. You can use other personalisation elements like:
- Most recent interactions with your brand
- Birthdays and anniversaries
Optimise Your Title Character and Word Count to Improve Open Rates and CTRs
With limited space, urgency and word crunch in campaign titles, every word and every character counts. There’s no one size fits all to how long your title should be. It depends on which channel your title will appear on.
For email, the campaign title has to be optimised to between 41 characters (portrait view on mobile phones) to 70 characters. Here’s some data on what would your open rates and CTRs depending on the number of words you would use in subject line.
And for push notifications, it can be a little complicated as opposed to email campaign titles. You have web push and you have mobile push, each of them have different character restrictions based on the type of browser, operating system and the device of the user they are sending it to.
However, to ease your job, marketing automation tools have a set template with an indication of character limit for respective channels, operating systems and devices. So all you’ve to do it keep it short and work on effective copy that will give your campaign more open rates and CTRs.
Leverage the Power of Emojis
Emoji has grown and evolved a lot in the past decade and is continuing to grow strong. It is being used in both formal and informal communication. According to Phrasee, use of emojis in marketing language and the impact of its performance at scale showed that 60% of the time, emojis work — lifting open rates almost by a quarter of a standard deviation.
Using the emojis in rightful manner makes your user go 😍 and when overdone it’ll make your users go 😤
Using Emojis in your campaign title will:
- Help convey a lot more than words
- Help save title space
- Help convey what words can’t
- Add personality to your business
Always A/B Test Your Campaign Titles
Let’s say you have Campaign Title A and Campaign Title B. How will your users react to each of your titles? Which title out of the two will not only result in the most engagement, but also bring in the more conversions? A/B Testing helps answer all of these questions.
During an A/B test, your sample audience segment will receive only one of the two campaign titles. Some users will receive Title A, and others will receive Title B, but not both. Once you see a title performing better than the other, you can send that title to the rest of your audience segment.
A/B Testing your campaign titles will help you in executing your campaigns with a data-driven approach. It gives more predictability to your campaigns and its performance. Let your audience decide what they’d like to click on.
Go Forth and Start Writing Winning Campaign Titles
Crafting a persuasive campaign title is the first step towards producing a better ROI for planning and executing your marketing campaign efforts.
The most important thing to remember while writing a campaign title is to get your users to click the title. For that your copy has to be well crafted and most importantly has to significantly offer value to the users. Your users will click on your campaign if they find a definite value.
Don’t forget to use our Campaign Title Performance Predictor tool to analyse your titles and fine tune them based on the recommendations provided to enhance your campaign performance and conversion goals.
Vijay Mandeep is a data-driven B2B Saas marketer with a vested interest in startups. He’s passionate about growth hacking, content marketing, and everything social media for B2B SaaS. He works as Senior Growth Marketer at Smartech.
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