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data-dropdown-indicator-class="<i aria-hidden="true" class="fas fa-angle-down"></i>" class="eael-advanced-menu-container eael-advanced-menu-align-right eael-advanced-menu-dropdown-align-left" data-hamburger-breakpoints="{"mobile":"Mobile Portrait (> 767px)","tablet":"Tablet Portrait (> 1024px)","tablet_extra":"Tablet Landscape (> 1200px)","desktop":"Desktop (> 2400px)","none":"None"}" data-hamburger-device="tablet"> <ul id="menu-hauptmenu-schweiz" class="eael-advanced-menu eael-advanced-menu-dropdown-animate-to-top eael-advanced-menu-indicator eael-advanced-menu-horizontal"><li id="menu-item-36996" class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-36996"><a href="#">Leistungen</a> <ul class="sub-menu"> <li id="menu-item-36997" class="menu-item menu-item-type-post_type menu-item-object-page menu-item-has-children menu-item-36997"><a href="https://e-dialog.group/ch/bessere-kampagnen/">Digitale Werbung <br> & Kreation</a> <ul class="sub-menu"> 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</ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-60707"><a href="#">REFERENZEN<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-37013"><a href="https://e-dialog.group/ch/success-stories/">Success Stories</a></li> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-60708"><a href="https://e-dialog.group/ch/branchen/">Branchen</a></li> </ul></div> </li> <li class="menu-item menu-item-type-custom menu-item-object-custom menu-item-has-children menu-item-37015"><a href="#">KNOW-HOW<span class="menu-item-arrow"></span></a> <div class='sub-menu-wrap'><ul class='sub-menu'> <li class="menu-item menu-item-type-post_type menu-item-object-page menu-item-37012"><a href="https://e-dialog.group/ch/event-ubersicht/">Events</a></li> <li class="menu-item menu-item-type-post_type 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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/ch/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Marketing Automation</span> <span class="arrow">></span> <span class="child">E-Mail Betreffzeile optimieren: 10 Tipps für effektive Betreffs mit Beispielen</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2022/02/email-3249062-1.png" data-rocket-location-hash="8569e3b676aeb988b5ae3229a49b1db6" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>E-Mail Betreffzeile optimieren: 10 Tipps für effektive Betreffs mit Beispielen</h1><p class="author">von Mariella Giraldo</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">01. September 2021</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 5</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Ihre Empfänger entscheiden binnen Sekunden, ob sie Ihre E-Mail öffnen oder nicht. Ihre Betreffzeile ist bei dieser Entscheidung einer der Hauptfaktoren. In diesem Blogbeitrag fassen wir 10 Tipps für das Verfassen effektiver Betreffzeilen zusammen.</p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Marketing Automation</div><p><p>Von klassischen Newsletter Kampagnen zu automatisierten, hochgradig personalisierten Nachrichten - mit der richtigen Strategie wird der Kanal E-Mail zum Performance-Hit! </p> </p><a href="/ch/bessere-kampagnen/#marketing-automation" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="127e58da3ef4b5d2f6e0ab95b216c808" data-elementor-type="wp-post" data-elementor-id="40678" class="elementor elementor-40678 elementor-28059" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-579eafe2 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="579eafe2" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-29e45bff" data-id="29e45bff" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-55ccec1c elementor-widget elementor-widget-text-editor" data-id="55ccec1c" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">“Newsletter öffne dich!” – mit diesem Titel haben wir vor einiger Zeit schon einmal einen </span><a href="https://e-dialog.group/blog/e-mail-marketing/newsletter-oeffne-dich-11-tipps-wie-sie-mit-effektiveren-betreffzeilen-ihre-oeffnungsraten-steigern/"><span style="font-weight: 400;">Blogartikel </span></a><span style="font-weight: 400;">verfasst, in dem wir Ihnen wertvolle Tipps für das Verfassen effektiver Betreffzeilen mitgegeben haben. In der Zwischenzeit gab es in puncto wirksame Betreffzeilen weitere Erkenntnisse und Trends, die wir in diesem Blogartikel ergänzend aufgreifen möchten.</span></p> </div> </div> <div class="elementor-element elementor-element-004a8a8 elementor-widget elementor-widget-text-editor" data-id="004a8a8" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Die Betreffzeile ist nicht die Zusammenfassung von Inhalten aus Ihrer E-Mail. Ich wiederhole. </span><b>Die Betreffzeile ist NICHT die Zusammenfassung von Inhalten aus Ihrer E-Mail.</b><span style="font-weight: 400;"> Vielmehr ist die Betreffzeile der einzige Indikator mit dem Ihre Empfänger binnen Sekunden entscheiden, ob sie Ihre E-Mail öffnen oder nicht. Betreffzeilen zu optimieren kann also in vielen Fällen bares Geld oder eine erhebliche Steigerung der Markenaffinität bedeuten. </span></p> </div> </div> <div class="elementor-element elementor-element-3d6df23 elementor-widget elementor-widget-text-editor" data-id="3d6df23" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Anschließend fassen wir</span><b> 10 weitere Tipps zum Verfassen effektiver Betreffzeilen</b><span style="font-weight: 400;"> für Sie zusammen. Da jeder einzelne der nachstehenden Tipps für Ihre individuelle Zielgruppe immer nur eine Hypothese sein kann, empfehlen wir auf jeden Fall, Ihre Betreffs und Preheader bei jedem Versand </span><a href="https://e-dialog.group/blog/e-mail-marketing/newsletter-ab-testing-so-erreichen-sie-hoehere-oeffnungs-klickraten/"><b>A/B zu testen</b><span style="font-weight: 400;">.</span></a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-2c82d43 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="2c82d43" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-080bd4f" data-id="080bd4f" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-bc6378f elementor-widget elementor-widget-text-editor" data-id="bc6378f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Quicklinks zu den 10 Tipps</h3><p><a href="#Anker1">1. So konkret wie möglich</a></p><p><a href="#Anker2">2 In der Kürze liegt die Würze</a></p><p><a href="#Anker3">3 Achten Sie auf Leserlichkeit</a></p><p><a href="#Anker4">4 Personalisieren</a></p><p><a href="#Anker5">5 Das Zusammenspiel von Betreff und Preheader</a></p><p><a href="#Anker6">6 Verknappung</a></p><p><a href="#Anker7">7 Stellen Sie eine Frage – machen Sie neugierig</a></p><p><a href="#Anker8">8 Seien Sie ungewöhnlich</a></p><p><a href="#Anker9">9 Spam vermeiden</a></p><p><a href="#Anker10">10 Testen, testen, testen</a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3d62c7b9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3d62c7b9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-50c61508" data-id="50c61508" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-464b610c elementor-widget elementor-widget-heading" data-id="464b610c" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">1. So konkret wie möglich</h3> </div> </div> <div class="elementor-element elementor-element-6d129656 elementor-widget elementor-widget-text-editor" data-id="6d129656" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Betreffs mit konkreten Angeboten, Informationen oder einem konkreten Nutzen für die Empfänger schneiden bei den Öffnungsraten am besten ab. Versuchen Sie deshalb Ihren Betreff so klar wie möglich auf den Punkt zu bringen.</span></p><p>Beispiel:</p><p><i><span style="font-weight: 400;">“Erhalten Sie jetzt Ihr persönliches Angebot” </span></i><span style="font-weight: 400;">(unkonkret) </span></p><p><i><span style="font-weight: 400;">“-25% auf unser gesamtes Ski Sortiment”</span></i><span style="font-weight: 400;"> (konkret)</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1be979c9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1be979c9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1fa1896e" data-id="1fa1896e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a155442 elementor-widget elementor-widget-heading" data-id="a155442" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">2. In der Kürze liegt die Würze</h3> </div> </div> <div class="elementor-element elementor-element-1edc4c7e elementor-widget elementor-widget-text-editor" data-id="1edc4c7e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Die Anzahl der angezeigten Zeichen Ihres Betreffs und Preheader im E-Mail Postfach Ihrer Empfänger ist begrenzt. Fassen Sie sich also so kurz wie möglich und platzieren Sie die wichtigsten Informationen wie z.B. einen Rabatt oder ein Datum am Anfang des Betreffs. Die Anzahl der angezeigten Zeichen Ihrer Betreffzeile unterscheidet sich stark je nachdem, welchen E-Mail Client Ihre Empfänger verwenden, wie die nachstehende Aufstellung zeigt:</span></p><p><b>Unterschiede in der Anzahl der angezeigten Zeichen des E-Mail Betreffs nach E-Mail Client</b></p><ul><li style="list-style-type: none;"><ul><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Apple iPhone: 41 Zeichen</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Gmail: 70 Zeichen</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Android: 38 Zeichen</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Outlook: 73 Zeichen</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">Yahoo Mail: 47 Zeichen</span></li><li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">GMX: 63 Zeichen</span></li></ul></li></ul> </div> </div> <div class="elementor-element elementor-element-601b940 elementor-widget elementor-widget-image" data-id="601b940" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img fetchpriority="high" decoding="async" width="750" height="877" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%20877'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24384" alt="Betrefflänge" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange-257x300.jpg 257w" data-lazy-sizes="(max-width: 750px) 100vw, 750px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange.jpg" /><noscript><img fetchpriority="high" decoding="async" width="750" height="877" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange.jpg" class="attachment-large size-large wp-image-24384" alt="Betrefflänge" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Betrefflange-257x300.jpg 257w" sizes="(max-width: 750px) 100vw, 750px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für einen zu langen E-Mail Betreff</figcaption> </figure> </div> </div> <div class="elementor-element elementor-element-ba8a876 elementor-widget elementor-widget-text-editor" data-id="ba8a876" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Viele E-Mail Marketing Tools ermöglichen die Auswertung der E-Mail Clients Ihrer Empfängerliste. So können Sie selbst am besten die optimale Länge Ihres Betreffs feststellen. Es gilt jedoch: je kürzer desto besser.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-44aeb17 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="44aeb17" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7ae01ea" data-id="7ae01ea" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-e93d51a elementor-widget elementor-widget-heading" data-id="e93d51a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">3. Achten Sie auf Verständlichkeit und Leserlichkeit</h3> </div> </div> <div class="elementor-element elementor-element-ee3a2cf elementor-widget elementor-widget-text-editor" data-id="ee3a2cf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Der Betreff </span><i><span style="font-weight: 400;">“Brustkrebs vermeiden – Kernspintomografie jetzt in Ihrer Nähe” </span></i><span style="font-weight: 400;"> ist nicht so leicht verständlich wie </span><i><span style="font-weight: 400;">“Brustkrebs vermeiden – jetzt Termin zur Vorsorge in Ihrer Nähe vereinbaren”</span></i><span style="font-weight: 400;">. Denken Sie stets daran: Ihre</span><b> Empfänger entscheiden binnen weniger Sekunden,</b><span style="font-weight: 400;"> ob sie Ihre </span><b>E-Mail öffnen oder nicht</b><span style="font-weight: 400;">. Ist der Betreff nicht leicht greifbar und verständlich, wird Ihre E-Mail übersehen.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-60984c7b elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="60984c7b" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-44b6a29c" data-id="44b6a29c" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3f533107 elementor-widget elementor-widget-heading" data-id="3f533107" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">4. Personalisieren</h3> </div> </div> <div class="elementor-element elementor-element-2d44c6a0 elementor-widget elementor-widget-text-editor" data-id="2d44c6a0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Die Personalisierung des E-Mail Betreffs hat sich schon längst als effektives Mittel bewährt. Jedoch gibt es hier mehr Möglichkeiten als das bloße Ansprechen der Empfänger mit Vor- und Nachnamen. </span></p> </div> </div> <div class="elementor-element elementor-element-a289002 elementor-widget elementor-widget-image" data-id="a289002" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="750" height="1019" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%201019'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24385" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung-221x300.jpg 221w" data-lazy-sizes="(max-width: 750px) 100vw, 750px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung.jpg" /><noscript><img decoding="async" width="750" height="1019" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung.jpg" class="attachment-large size-large wp-image-24385" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Personalisierung-221x300.jpg 221w" sizes="(max-width: 750px) 100vw, 750px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für Personalisierung auf Standort</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-aaa0984 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="aaa0984" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d9dc409" data-id="d9dc409" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-a1dcf4e elementor-widget elementor-widget-text-editor" data-id="a1dcf4e" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weitere Beispiele:</p><table><tbody><tr><td><b>V1: nicht personalisiert</b></td><td><b>V2: personalisiert</b></td><td><b>Segment</b></td></tr><tr><td><i>“Ihr sommerliches Accessoire sichern”</i></td><td><i>“Sichern Sie sich Ihr Strandtuch für die Donau diesen Sommer”</i></td><td>Empfänger in Wien</td></tr><tr><td><i>“Unser Koch empfiehlt: unsere Zoodles”</i></td><td><i>“Andere Pasta-Fans lieben unsere Zoodles, und Sie?”</i></td><td>Kunden, die vermehrt Pasta kaufen</td></tr><tr><td><i>“-10% auf deine nächste online Bestellung”</i></td><td><i>“-10% auf deine nächste Pizza Capriciosa”</i></td><td>Kunden, die bei mehr als der Hälfte ihrer Bestellungen eine Pizza Capriciosa wählen</td></tr></tbody></table> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-607bd8e9 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="607bd8e9" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-38021361" data-id="38021361" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5fb6cf9 elementor-widget elementor-widget-heading" data-id="5fb6cf9" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">5. Das Zusammenspiel von Betreff und Preheader</h3> </div> </div> <div class="elementor-element elementor-element-61551472 elementor-widget elementor-widget-text-editor" data-id="61551472" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Im Postfach Ihrer Empfänger stehen Betreff und Preheader direkt nebeneinander. Es empfiehlt sich daher, diese beiden Elemente Ihres E-Mail Marketings abgestimmt einzusetzen. Die Formulierung eines </span><b>Call-To-Actions im Betreff</b><span style="font-weight: 400;"> mit dem dazugehörigen Kontext im Preheader hat sich beispielsweise in der Vergangenheit als wirksam erwiesen.</span></p> </div> </div> <div class="elementor-element elementor-element-5385986 elementor-widget elementor-widget-image" data-id="5385986" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="750" height="1002" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%201002'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24386" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader-225x300.jpg 225w" data-lazy-sizes="(max-width: 750px) 100vw, 750px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader.jpg" /><noscript><img loading="lazy" decoding="async" width="750" height="1002" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader.jpg" class="attachment-large size-large wp-image-24386" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Zusammenspiel-Betreff-und-Preheader-225x300.jpg 225w" sizes="(max-width: 750px) 100vw, 750px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für das Zusammenspiel von Betreff und Preheader</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-3c34da73 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="3c34da73" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6d70ef34" data-id="6d70ef34" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-128b2604 elementor-widget elementor-widget-text-editor" data-id="128b2604" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weitere Beispiele:</p><p>Betreff (CTA)<span style="font-weight: 400;">: </span><i><span style="font-weight: 400;">“Nur noch bis 31.03. anmelden”,</span></i> <b>Preheader (Kontext)</b> <i><span style="font-weight: 400;">“Google Analytics Conference von 9.-24 April 2021</span></i></p><p><b>Betreff (CTA)</b><i><span style="font-weight: 400;"> “Lösen Sie jetzt Ihren Gutschein ein”, </span></i> <b>Preheader (Kontext)</b> <i><span style="font-weight: 400;">“Nur noch heute: -25% auf Schuhe”</span></i></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-22411a0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="22411a0" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bf0dc9b" data-id="bf0dc9b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-08eb3b2 elementor-widget elementor-widget-heading" data-id="08eb3b2" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">6. Verknappung</h3> </div> </div> <div class="elementor-element elementor-element-033b076 elementor-widget elementor-widget-text-editor" data-id="033b076" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Nützen Sie ein Verknappungselement in Ihren Betreffs. Menschen haben Angst davor etwas zu verpassen. Zahlen Sie mit Ihrem Betreff direkt auf diese Angst ein und verwenden Sie dabei mehr als herkömmliche Angebot-Floskeln.</span></p><p>Beispiel:</p><p><i><span style="font-weight: 400;">“Nur noch für kurze Zeit: 20 € Rabatt auf Winterschuhe”</span></i><span style="font-weight: 400;"> (Angebot-Floskel)</span></p><p><i><span style="font-weight: 400;">“Sie verpassen gerade 20 € Rabatt auf Winterschuhe”</span></i><span style="font-weight: 400;"> (Angst vor Versäumnis getriggert)</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-168f27c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="168f27c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-af9e4b5" data-id="af9e4b5" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7bd4fd8 elementor-widget elementor-widget-heading" data-id="7bd4fd8" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">7. Stellen Sie eine Frage - machen Sie neugierig</h3> </div> </div> <div class="elementor-element elementor-element-3aa86dd elementor-widget elementor-widget-text-editor" data-id="3aa86dd" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Oftmals kann das Stellen einer Frage die Empfänger neugieriger auf den Inhalt Ihrer E-Mail machen als das In-den-Raum-Stellen von Fakten. Die aktive Ansprache weckt das Interesse Ihrer Leser.</span></p> </div> </div> <div class="elementor-element elementor-element-bcb43bf elementor-widget elementor-widget-image" data-id="bcb43bf" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="750" height="988" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%20988'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24387" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen-228x300.jpg 228w" data-lazy-sizes="(max-width: 750px) 100vw, 750px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen.jpg" /><noscript><img loading="lazy" decoding="async" width="750" height="988" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen.jpg" class="attachment-large size-large wp-image-24387" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Frage-stellen-228x300.jpg 228w" sizes="(max-width: 750px) 100vw, 750px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für eine Frage im Betreff</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-63253552 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="63253552" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26955986" data-id="26955986" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-71606599 elementor-widget elementor-widget-text-editor" data-id="71606599" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weiteres Beispiel:</p><p><i><span style="font-weight: 400;">“Die 10 häufigsten Fehler bei der Formulierung von E-Mail Betreffs”</span></i><span style="font-weight: 400;"> (Feststellung)</span></p><p><i><span style="font-weight: 400;">“Passieren Ihnen diese 10 Fehler bei der Formulierung Ihrer E-Mail Betreffs?”</span></i><span style="font-weight: 400;"> (Frage)</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-187ff94 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="187ff94" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e0ec635" data-id="e0ec635" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-3f50778 elementor-widget elementor-widget-heading" data-id="3f50778" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">8. Seien Sie ungewöhnlich</h3> </div> </div> <div class="elementor-element elementor-element-c17b383 elementor-widget elementor-widget-text-editor" data-id="c17b383" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Bei den Hauptgründen für die Abbstellung von Newslettern wird auf Platz 1 meistens die Irrelevanz der Inhalte angegeben. Platz 2 nimmt das </span><b>hohe Volumen an E-Mails im Postfach</b><span style="font-weight: 400;"> ein. Welchen Schluss ziehen wir aus dieser Statistik? Ihre Empfänger haben ziemlich sicher ein extrem volles Postfach. Die meisten E-Mails darin werden von Ihren Empfängern also gar nicht wahrgenommen. Wie auffallen? Seien Sie ungewöhnlich.</span></p> </div> </div> <div class="elementor-element elementor-element-a24960b elementor-widget elementor-widget-image" data-id="a24960b" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="746" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20746%201024'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24388" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-746x1024.jpg 746w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-219x300.jpg 219w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein.jpg 750w" data-lazy-sizes="(max-width: 746px) 100vw, 746px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-746x1024.jpg" /><noscript><img loading="lazy" decoding="async" width="746" height="1024" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-746x1024.jpg" class="attachment-large size-large wp-image-24388" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-746x1024.jpg 746w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein-219x300.jpg 219w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-ungewohnlich-sein.jpg 750w" sizes="(max-width: 746px) 100vw, 746px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für einen ungewöhnlichen E-Mail Betreff und Prehead</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-bc95857 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="bc95857" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-75ea890" data-id="75ea890" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-9d9a5aa elementor-widget elementor-widget-text-editor" data-id="9d9a5aa" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Weitere Beispiele:</p><p><i><span style="font-weight: 400;">“Nicht Öffnen!”</span></i><span style="font-weight: 400;"> (Angebot online Handel)</span></p><p><i><span style="font-weight: 400;"> “Ihr eBook ist drinnen”</span></i><span style="font-weight: 400;"> (kostenloses eBook online Verlag)</span></p><p><i><span style="font-weight: 400;">“Schnipp schnapp, Haare ab”</span></i><span style="font-weight: 400;"> (Newsletter, Frisörsalon)</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-749eea6 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="749eea6" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-469d31e" data-id="469d31e" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1afb17b elementor-widget elementor-widget-text-editor" data-id="1afb17b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wichtig: seien Sie ungewöhnlich –</span><b> mit Maß und Ziel</b><span style="font-weight: 400;">. Wir empfehlen sich langsam an diese Strategie heranzutasten und jedenfalls unterschiedliche Betreffzeilen auf ihre Effektivität hin A/B zu testen.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-1bf8d21 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="1bf8d21" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1b4ff65" data-id="1b4ff65" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8c0a671 elementor-widget elementor-widget-heading" data-id="8c0a671" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">9. Spam vermeiden</h3> </div> </div> <div class="elementor-element elementor-element-79101fd elementor-widget elementor-widget-text-editor" data-id="79101fd" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Ob Sie bei Ihren Empfängern im Spam Ordner landen hat nicht nur Auswirkungen auf die Performance Ihrer aktuellen E-Mail Kampagne, sondern möglicherweise auch auf alle zukünftigen. Es gibt </span><b>gewisse Indizien</b><span style="font-weight: 400;"> anhand derer E-Mail Clients</span><b> E-Mails eher in den Spam</b><span style="font-weight: 400;"> Ordner befördern. Dazu gehören z.B. GANZE WÖRTER ODER BETREFFS IN GROSSBUCHSTABEN ZU SCHREIBEN oder viele Ausrufezeichen hintereinander zu verwenden!!!!!!!!!!</span></p><p>Weiteres reagieren E-Mail Clients auf bestimmte Spam-Wörter wie z.B. <b>kostengünstig, preiswert, Geschenk, gratis, Spezialangebot, Geld sparen, Sie haben gewonnen. </b><span style="font-weight: 400;">Diese Aufzählung ist als Beispiel und nicht als komplette Liste zu verstehen. Wir empfehlen, vor dem Versand Ihren Betreff auf Spam-Wörter zu überprüfen. </span></p> </div> </div> <div class="elementor-element elementor-element-fa90d21 elementor-widget elementor-widget-image" data-id="fa90d21" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <figure class="wp-caption"> <img decoding="async" width="750" height="589" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20750%20589'%3E%3C/svg%3E" class="attachment-large size-large wp-image-24389" alt="" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1-300x236.jpg 300w" data-lazy-sizes="(max-width: 750px) 100vw, 750px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1.jpg" /><noscript><img loading="lazy" decoding="async" width="750" height="589" src="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1.jpg" class="attachment-large size-large wp-image-24389" alt="" srcset="https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1.jpg 750w, https://e-dialog.group/wp-content/uploads/2022/02/Screenshot-Gewinnen-1-300x236.jpg 300w" sizes="(max-width: 750px) 100vw, 750px" /></noscript> <figcaption class="widget-image-caption wp-caption-text">Beispiel für E-Mail Betreffzeilen mit Spa Wörtern</figcaption> </figure> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-5faf560c elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="5faf560c" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-346d8a3d" data-id="346d8a3d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-28014032 elementor-widget elementor-widget-heading" data-id="28014032" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">10. Testen, testen, testen</h3> </div> </div> <div class="elementor-element elementor-element-494786bf elementor-widget elementor-widget-text-editor" data-id="494786bf" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><span style="font-weight: 400;">Wir geben Ihnen Tipps für die Formulierung von effektiven Betreffzeilen an die Hand, die wir als Ergänzung zu unserem </span><a href="https://e-dialog.group/blog/e-mail-marketing/newsletter-oeffne-dich-11-tipps-wie-sie-mit-effektiveren-betreffzeilen-ihre-oeffnungsraten-steigern/"><span style="font-weight: 400;">bestehenden Blogartikel zu effektiven E-Mail Betreffs </span></a><span style="font-weight: 400;">für Sie zusammengefasst haben. Wie Sie Ihre Empfängerliste am besten ansprechen und zum Öffnen Ihrer E-Mails animieren können jedoch nur Ihre </span><b>Empfänger selbst entscheiden</b><span style="font-weight: 400;">. Daher empfehlen wir bei jedem Versand jedenfalls die </span><b>Betreffzeile</b> <b>A/B zu testen</b><span style="font-weight: 400;"> und so die beste Betreff Formulierung für Ihre individuelle Empfängerliste zu finden.</span></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-e9d2b1a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="e9d2b1a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-74ab1cf" data-id="74ab1cf" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-28c4dd6 elementor-widget elementor-widget-heading" data-id="28c4dd6" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Benötigen Sie Unterstützung bei Ihrem E-Mail Marketing?</h2> </div> </div> <div class="elementor-element elementor-element-299f423 elementor-widget elementor-widget-heading" data-id="299f423" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Wir analysieren Ihre KPIs und leiten strategische Empfehlungen ab. Wir analysieren Betreffzeilen, Preheader und den Inhalt Ihrer E-Mail Kampagnen und arbeiten umfassende A/B Testing Konzepte für die Optimierung Ihrer E-Mail Kampagnen aus.</h3> </div> </div> <div class="elementor-element elementor-element-1387f35 elementor-widget elementor-widget-heading" data-id="1387f35" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bei Interesse kontaktieren Sie uns unverbindlich unter <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! 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