When it comes to beauty industry, everything has to be as beautiful: from products you’re trying to sell to marketing tools you’re using to encourage a purchase. As any purchase in email marketing starts from a click, and a click, for its part, cannot occur without an open, we decided to carry out an inbox experiment on the element of the email that affects the opens directly — a subject line.
Not to go far from fashion email marketing research that we have conducted so far, we turned to the beauty industry, which is one of the top-developing sectors now. Read on to check our findings on how beauty brands turn the subject line of their emails into a door to further purchases.
At the beginning of the research, we chose well-known beauty brands and added them to an Excel spreadsheet. Our file included the company’s name, information about the campaigns and the subject lines, as well as the total number of emails:
After that, we subscribed to beauty emails of these brands and had been monitoring the activity in our inbox for ten days.
We analyzed the gathered data to find out how beauty brands use email subject lines to onboard new subscribers and what are some common rules, if any, companies stick to while composing them.
Subject lines for welcome emails from beauty brands
We got welcome emails from 80% of analyzed beauty brands, the half of which turned their emails into a welcome series.
For example, Olay used the first email to welcome the new subscriber and thank for the signup with the first order special offer. Its subject line fully reflected the content of their email. By the way, the email looked rather personal as in the subject line, the company was addressing the subscriber directly by name.
The company’s second email pointed out how the user can benefit from the membership. The brand offered subscribers the expert skincare advice and shared their customers experience of using the company’s products.
With their third email, the company tried to bring value and treated their recipients with a personalized offer. The brand asked the subscriber to send a selfie to get a personal skincare plan. Subscribers didn’t even have to open the email to fish that out — a glimpse on the subject line was enough.
Subject line length in emails from beauty brands
Studies show that users are more likely to open an email if the subject line is from six to ten words. In our case, 70% of the companies followed this rule — their subject lines fitted into that marker.
Anyway, ten words are not always enough to convey the message and encourage users to open the email. In this case, an email subject line linked to the preheader can come in handy not only for marketers but also for subscribers. Statistics show that a subject line connected with preheader boosts open rates by 30% as it allows readers to learn as much as possible about the content of the email while just skimming through the inbox.
Our study showed that 60% of beauty brands extend the subject line using a preview text:
Subject line techniques in emails from beauty brands
The research revealed that beauty brands mainly turn to personalization while creating a subject line for the campaign — 33% of the subject lines we’ve got addressed us by name. 27% of email subject lines were calling for FOMO (fear of missing out) and 20% for curiosity.
In a nutshell, here’s what our research cleared up:
50% of analyzed beauty brands created email subject lines of 6-10 words;
60% of beauty brands connected their email subject line with the preheader;
80% of beauty companies we investigated used personalization in their subject lines.
We hope our beauty findings will come in handy for creating your winning subject lines. Turn on your imagination and don’t forget to A/B test your creations with SendPulse!
Watch a video on the best practices for email subject lines on the SendPulse YouTube channel: