If you are anything like me, you can tell if you want to open an email within 2 seconds of looking at it in your imbox - if it's from Facebook, you know you are curious, but if it's from a company other than Groupon, you are probably going to actually read the subject line before you open it. The email marketing experts are getting better at catching your attention.
The subject line is one of the most significant ingredients of a successful email marketing message, and can be one of the most important emarketing tools. It determines whether the email gets opened or is destined for the reject bin. The email marketing subject line also directs recipients’ attention to specific content when they do open the email.
Here are best practices for email marketing subject lines.
Know Your Goal.
Each and every email that you send has a specific goal. Know what that is and make sure your subject line reflects it by directing the recipient to pay attention to whatever you want to highlight. By that I mean if your goal is to get a reader to click though to a blog post then make it the sole purpose, likewise if the objective is to get the reader to click a link then that is the goal. Don’t confuse the subscriber one goal per email.
Keep subject lines short
Yes, once again size does matter. Research conducted by Mail Chimp in over 200 million emails suggests that the subject line needs to be less than 50 characters that include spaces. That is not much so make sure you put the most important words first – as they are the most visible. Long email subject lines will be cut off and you will lose the impact of the message.
Tell the truth
“You have just won $5000” – Have I really? I don’t think so!
When subscribers think that they have been tricked into opening an email they may dislike it, classify you as spam and head for the unsubscribe link. Make sure your email marketing subject line reflects what is in the body of the email.
Who are you again?
Although this is not technically the subject line it does relate to the subject line and getting your email opened. When you receive an email the first thing you do is look at the subject line, if the subject line grabs your attention then you look across to see who it is from. The recipient will be looking at the “from” field to see if it is from a trusted source. Keep your “from” field consistent –don’t change it for every email. Let the recipient get used to emails from you and more importantly classifying you as a trustworthy source through great content.
Don’t be boring
The subscribers of your email marketing campaign maybe C-Level executives, business owners or stay at home moms, but everyone needs a bit of humour now and again. When you get hundreds of emails a day it helps break up the monotony and might even bring a smile to the face of your recipient.
Use humour where appropriate and don’t overuse it as the subscriber may than see you as a bit of a joker.
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