“Open Sesame:” It Starts With a Strong Subject Line
Many people focus all of their energy on creating the best email campaign (and that’s great, there is nothing wrong with that) but they stumble when it comes to what to put in the subject line. This makes sense because there’s little space to write something compelling and the subject line is one of the most important parts of the email. I say this because it’s not only the first thing customers see before ever opening, but can also determine if your campaign gets to the inbox.
Things to Include
Keep it short and sweet – we recommend 5-8 words or 40 characters. This requires you to come up with a strong statement for your subject. Longer subject lines often get cut off after 60 characters.
Examples: “Last chance to save 20% on all back-to-school supplies” or “The 3 biggest income tax mistakes you're making”
One subject line that got me to open an email recently was “7 Things That Will Get You Promoted “
Adding numbers is useful in making your subject line compelling. It also sets an expectation up front for your readers.
You know those emails that you get that based solely off of the subject line, you click delete and don’t open it? C’mon, you know the ones. Think about what made you pause before opening that email. Those trigger words that hinted to you that the email might be spam.
Words like free, guarantee, spam, etc. can often cause emails to end up in the spam or junk folder. But, be careful – even innocent things like using ALL CAPs, excessive explanation points, or dollar symbols can also cause trouble and make people avoid opening your emails.
Last but not least, remember to add some text to your preheader. Not all email clients will display a preheader when an email is received, but for the ones that do this can help improve the open rate too.
The preheader is essentially an item of text that display below the subject line when an email is received in your inbox. This is a chance to add an extra tag line, to give customers more of a preview as to what’s inside the email. Check out some preheader examples.
Continue the conversation with us. Let us know what kinds of subject lines you like most, or if you there’s something you’d like us to cover in a future post.