Whether it’s a job interview or meeting your other half’s parents for the first time, we’ve all been coached on the importance of a good first impression.
Your email is no different.
Your subject line is the first tidbit of your newsletter that your subscriber gets to view – it’s the first level of engagement between the reader and your email. It makes a promise to your reader, telling them what they can expect to gain from your email.
Essentially, a killer subject line can boost your open rate. Which means more readers… perhaps more click-throughs… more sales…
1. Short and Sweet.
A straight-shooting subject line is always appreciated. Keeping it short and simple is a good fall-back strategy to have. Different email clients cut off subject lines at different lengths (anything between 25 to 160 characters), so the rule of thumb is to keep your subject line below 50 characters.
Short, punchy subject lines get good open rates, but it’s also a good idea to vary the length of your subject lines. Sometimes a longer, more informative subject line gets a very good open rate too – consider how much information you have to relay for your send. Of course, if you want to use a humourous phrase that’s a bit longer, my guess is that it’s worth going for the extra length. Which brings me to my next point…
2. It’s funny ‘cause it’s true…
You’re dealing with people, not just a mailing list. And, as with all social situations, being able to get someone to crack a smile is your best way to get a foot in the door. When I see a subject line that promises a touch of humour in between all the “business as usual” emails in my inbox – well, no prizes for guessing which email I’ll open first!
3. Sorry, who?
Chances are your subscribers don’t know you personally. So why set your From name as a personal name? After all, email marketing is a brand awareness tool – you want to feature your brand identity as strongly as possible. Sure, if your name carries a certain celebrity or professional appeal using your own name could work (or, of course, if your emails are a form of personal branding), but I think for the most part using your brand name as From name is your best bet. It’s more recognizable.
Keep in mind that if you have used your brand name as From name, there is no need whatsoever to repeat it again in the subject line. Why waste valuable space on repeating yourself?
4. Add some character
A quick and effective way to an eye-catching subject line is to insert some unusual characters and symbols: “…”; “::” ; “+” or even an “ ” can stand out in a long list of subject lines. Just remember to run your email through our spam check before sending if you do intend to use some of these characters!
Avoid exclamation marks. It’s fine to use them once in a while, but your subscribers will soon catch on if you use on every time – and especially if you use them excessively. They’ll soon realize that, no, it’s not a Once in a lifetime offer!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! every week. Exclamation marks are one of our more affectionately used punctuations, but when it comes to subject lines, use them wisely.
5. Yeah, you said that.
Don’t use the same subject line over and over and over… It’s dull. It’s boring. And, eventually, we’ll stop opening.
6. Shake it up!
To counteract number 5, mix up your subject lines: Alternate different tactics and go for the element of surprise. Mixing a variety of copy styles, content, punctuation and length will keep your subject lines fresh and enticing.
7. Shave 20% of your price, not your value.
Mentioning discounts, promotions or special offers in your subject line is a good tool for a once-off boost to your open rates, but as part of a long term strategy you can’t use this tactic with every send. Intersperse special offers and deals with subject lines that promise valuable content (and make sure you follow up on it). You’ll build a more sustainable relationship by offering readers something of value.
8. Die trying.
You have to keep trying different things until you find the subject line that works for your business – and then you’ll need another one for your next send. It’s a never ending process, and sticking to what worked for your subscribers initially will eventually become very predictable. So the only way to keep your subject line fresh and charming is to persevere in a continuous hunt for the perfect subject line…or die trying.
It’s the one instance where “die trying” is probably the preferred option.
Parting thought: I mentioned in the intro that your subject line makes a promise to your reader – it has to deliver on that promise. Write subject lines that are relevant to the content of your email and no matter what your approach, make sure that the content of the email delivers what the subject line promised.
Okay, so now you have the tips and you know how to write your subject line, but you’re still not sure what it should say? For some content inspiration for your subject line, read this forward-thinking article posted on our US blog.
Image supplied by Salvatore Vuono.
