The subject line is the most important part of your email newsletter. It’s the first thing that subscribers see in their overflowing inbox, and it’s one of the aspects that push them to either open your message, ignore or delete it.
To help increase the likelihood that your audience opens your newsletters, here are a few tips on how to write better email subject lines.
You might think that if the subject line revealed exactly what your email is about, the recipient won’t bother opening the message. Users actually prefer specific email subject lines because it helps them determine whether they want to read the message or not without having to open it.
A vague subject line may sometimes get readers to open an email, but once they discover that they’re not interested in your message, they likely won’t bother reading future correspondence from you. Worse, they might even unsubscribe from your email list.
The number of characters visible on the subject line varies, depending on factors like email program used and screen size. Sometimes, these factors limit you to display no more than 50 characters in the subject line. In fact, there are mobile phones that show only 25 characters so make it count. Position all the important stuff at the beginning of the subject line so that the recipient will see them on any device.
There may be times when you have to send several reminders for a specific topic (e.g. an upcoming event); there’s nothing wrong with that. Avoid repeating the exact same subject line because this lowers the open rates of your emails.
You may think that including the recipient’s name in the subject line gives your message a personal touch, but this actually lowers the email’s open rate and click-through rate. Why? This makes your recipients suspicious and gives off the impression that the message wasn’t really made just for them.
It’s understandable why email marketers use special characters and symbols; they’re eye-catching, especially in a jam-packed inbox. There are a couple of problems with this practice, however:
If you must use special characters and symbols, see to it that you check how they appear in popular email platforms and screen sizes beforehand. Even then, try to minimise their use because you can get better results with relevant keywords.
To see if your approach to writing email subject lines is working (and if they’re displaying properly), you’ll have to perform tests and keep track of your performance. The Fairfax Marketing Services email marketing solution contains detailed analytics that can help you better understand what resonates with your audience, allowing you to further hone your message.
Your subject line isn’t the only factor that influences your recipients to open your email. When looking at their inbox, your subscribers will also see the “From” field and a preview of the content, both of which you should never take for granted.
According to a Return Path survey, 60 per cent of email recipients said knowing and trusting the sender was their main reason for opening emails. As a result, make sure that you:
Digital Marketing Services, Email Marketing
Tags: email marketing, email subject lines