Just 3 Lines Hold Key to Mobile E-mail Opens

Mobile e-mail optimization is essential now that the majority of e-mails are first opened on a mobile device. So what's the key to boosting mobile open rates?  Just three lines of type, points out a recent MarketingProfs article. A look at major mobile default e-mail displays finds that all automatically show only three vital lines: the subject line, the first line and the From line. When it comes to subject lines, only 20-30 characters are available, and the optimum number of words averages around eight to nine, per studies. But not just any words will do the trick. Marketers need to pull response triggers by making it personal (using first names, or "you" and "I," for example), emotional (using words that evoke the pleasure derived or the pain avoided by a key benefit) and on-trend (referencing pop culture icons will go further than a traditional pitch). Next create a first line that draws opens via continued personalization and a human, conversational tone. Then make the personal approach believable with a From line using a human being's name--not a brand name, "customerservice," "sales" or the robotic "auto." See the MarketingProfs article for real-world examples: http://www.marketingprofs.com/articles/2015/26925/increase-your-mobile-email-open-rates-how-to-optimize-the-only-three-lines-that-matter