One of the first things that a subscriber sees before opening an email is the subject line. This is a critical moment where your subscribers have the choice to delete or open (or dare we say it – hit this Spam button). If you want your subscribers to read your email, it’s important to have an effective subject line. Here are some tips:
Length - Most ISPs show about 60 characters in a subject line. If your subject line is longer than 60 characters make sure it makes sense when trimmed around 60 characters. It’s also a good idea to list the most important information first.
Entice - The subject line should intrigue the subscriber to know more. With that being said, also make sure the subject line doesn’t over deliver. The subject line should re-enforce what is in the email.
Separation - There should be something separating your subject line from the 100s of others in the subscriber’s inbox. One interesting way to do this is by adding Unicode characters.
Spell Check - This sounds like an obvious one, but it needs to be done.
Don’t Sell - Don’t sell in your subject line. Instead, tell the reader what is inside the email. On that same note, you should also avoid using spam trigger words. These are phrases like Free!, Click Here, Call Now, You’re a Winner, Collect, and Cash Bonus. This will also help improve your email deliverability.
Make it Personal - Making emails personal is the foundation for 1 to 1 Email Marketing. Not only should the email content be personalized, but so should the subject line. Consider adding things beyond the basics, like the subscribers name, to your subject line. For example use pervious purchase information, preferences, and other data you have about the subscriber.
Be Quite - DON’T SHOUT! All caps can be a Spam trigger. Regardless of that fact, no one wants their inbox shouting at them. It’s also a good etiquette to avoid using unnecessary exclamation points.
Name Tag - Research by Jupiter has shown that "including the company name in the subject line can increase open rates by up to 32 percent over a subject line without branding."
Compare - See what subject lines other people in your industry are using. This is a great way to get new ideas for your emails. There are many blogs out there that track the subject lines in marketing emails.
From Name & Pre-Header Text - The subject line is not the only thing the users see before deciding to open your email. Make sure you have an effective and consistent from name and pre-header text that complements your subject line.
Test, Test, Test - Something as simple as an A/B split test can identify the effectiveness of new subject lines. Try something new, but don’t forget to test it.
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