When it comes to email marketing, creating compelling subject lines is probably the most important piece of the email. If you can’t get your
subscribers to open your emails, it won’t really matter how good your content is.
You spend a lot of time crafting a great message. Don’t just slap a subject line on it without some serious thought. Spend the time writing the right headlines, and then test them to see which work at getting a good open rate for your emails. Here are five tips to writing compelling subject lines.
Keep It Short
The best subject lines for email are short and descriptive. They provide a reason for the recipient to open it and read more. Try to get your point across in 50 characters or less. You want your readers to see the entire subject line before they click it. (Pay attention to how your subject lines look on multiple devices.) You also want to make it easy for people to scan through their emails, while at the same time let them know what’s inside.
Avoid “Spammy” Words
Stay away from using any words we all associate with spam emails. Words like “sale,” “discount,” “coupon,” “free,” “limited time offer” and even “reminder” are all over used and can trigger a spam filter. Even if they actually make it to your reader’s inbox, chances are high they’ll get ignored.
While personalizing emails with someone’s first name has been overused in some markets, it still works well for many of us. Give it a try and see if it works for you. Don’t overdo it, but use it when you really need them to open the email.
Depending on what data you collect when your readers sign up, you can personalize other things; for example, their location. Seeing the name of your state or even city in an email subject line is sure to get their attention.
Pique Their Curiosity
We are all noisy and it’s hard to ignore subject lines that sound intriguing or only tell part of the story. Using “…” at the end of your subject line will also work. The idea here is simple. You want them to click and open the email to find out what the heck you’re talking about or how the story ends. Just be sure the body of your email matches the subject line. Trickery will not be appreciated.
Research and Test
Another great idea is to keep a swipe file of subject lines that grabbed your attention. What got you to open the email? Even if the emails are on a very different topic, you can adapt them for your own needs. Not everything will work well in every niche. Find the types of subject lines that get your readers to open your emails and tweak from there. Test different subject lines using A/B testing. This is the same content but different subject lines sent to segments of your list in a single campaign. See which resulted in more opens.
Go back through your previously sent email campaigns or those you sent using A/B testing and see which subject lines got the best open rates. Try to analyze why they worked well for your market. This will give you a sense of what your audience responds to.