Things You Should Do & Things To Avoid When Creating The Email Subject Line When it comes to email marketing, the subject line holds more water than anything else.
This is the first item your readers will interact with and it greatly determines whether or not a client will open or trash your email.
This means the subject line has to be relevant, catchy and something that elicits unparalleled curiosity.
Needless to say, this makes writing the subject line of an email rather text. You need to be at your very highest level of creativity if you are to come up with something that will make your readers stop, take notice and want to find out more about the subject matter.
There are of course some tips that can help you get the creative juices flowing, but essentially, it’s all about your intended audience and your intended promotion. Combine the two items in perfect synergy and you might just come up with the best possible subject line.
Here are a few Things You Should Do & Things To Avoid When Creating The Email Subject Line.
Things to do:
Keep the subject line short
A subject line is supposed to be short, concise and preferably witty.
Make sure that your subject lines are less than 50 characters long and always to the point.
Having long subject lines with words that seemingly trip over themselves will always result in a lot of unopened emails.
People do not have the time to try and fathom what you are talking about. Your subject line should be the bait that gets them on the hook. Research shows that shorter subject lines (less than fifteen characters) have a higher opening rate than those with more than 50 characters.
This goes in line with the above point. Aside from being short and concise, your subject line should be clearly specific.
This is where you demonstrate to the reader what your email is going to help them with. You should never leave your readers guessing as to whether or not they really need to read your email.
Tell them from the get-go that the email is important and it is particularly beneficial to them in a specific way. People will always want to find out more about subjects that can help them better their lives.
Convey specific timelines and clear calls to action
If we were left to our own devices, very few things would ever get done. We often need outside stimulus and a sense of urgency in order to act upon many things.
With your email subject line, make sure the clients understand that they only have a very small window to act on the message that you are sharing otherwise they will lose out on the intended benefits.
This way, your clients will be forced to take the time and notice your message.
Better yet, once they have noticed the message, they will need to make an immediate decision on what they want to do about it other than wait for months until your message is no longer on their minds.
This is where a clear call to actions comes into play. Make sure they know what you want them to do.
Phrase it as a question
Research shows that these sorts of subject lines perform better when it comes to open rates. We are a curious breed by nature. Phrasing your subject line as a question will both subconsciously and consciously prompt us to want to know the answer.
Clearly identify the sender
This is critical. With the number of scams out there, people are skeptical about opening just any email from anyone. Your email needs to be clearly marked.
Let them know from the very first instant who the message is from. Use your company logo or name consistently. You can use them as part of the subject line if necessary.
Things you shouldn’t do (Don’ts):
1. Send out emails that ask your readers for help, financial or otherwise.
2. Include special characters within your subject line, this trips spam filters.
3. Have the subject line in all capital letters, this is the equivalent of shouting at your readers.
4. Include numbers in your subject line. This will lump your email with the millions and millions of ‘special offer’ emails on the web and increase its chances of being labeled as spam.
5. Personalize the subject line. Personalized subject lines that include first names tend to negatively impact the click through and open rates of emails being sent out.
Basically, your subject line should be something that you would be curious about had you been on the receiving end. You need to go into your readers’ mentality and see that you pique their interest with your chosen subject line. This is the only way to get your emails opened.