It could be argued that there’s no quicker path to success or defeat in the marketing world than the email subject line. Is there a perfect subject line? In short, no. A powerful and effective subject line is something that while specific to the product or service, should follow a few simple rules.
1) Get Through the SPAM Filters
As spammers get more inventive with their emails, more and more legitimate messages get caught in the spam filter trap. Certain words such as “Free,” “Click,” “Cheap,” “Cash,” “Save” and “Discount,” or symbols such as “$,” “%” and “!” can act as triggers for spam filters along with many others like them. In some cases, these words and symbols may not trigger a response but placing it as the first word or the addition of ALL CAPS may be enough to send your message into the abyss.
2) Don’t Forget the From Line
As important as the subject line, the from information can make or break an email. Generally, a best practice is that the from and subject should work together and the from line should clearly communicate who you are as the sender. If you’re a sales representative for a company, a from line using your name may engender familiarity while a general marketing email is probably best sent in the company’s name.
3) Keep It Short
A subject line is like a highway billboard. Your customer is moving 70+ mph and only has time to catch a few key words before their attention is lost. Many people get hundreds of emails a day and have a hard time separating the spam from legitimate emails. If you’re adhering to CAN-SPAM laws, the customer will have opted in to receive your email. Make sure you’re using a familiar from line to grab their attention and then deliver a clear, straightforward message in the subject. Try to limit it to less than 50 words and always put the most important information first as many email readers truncate longer subject lines.
4) Avoid Pushy Language
Keep your content specific and relevant to the customer, avoid sounding pushy or salesy and avoid flashy promotional phrases and exclamation marks. Your subject line should specify a benefit for the customer. They signed up thinking they were going to get something they were interested in. Be sure to give it to them or you’ll see a steady drop in your numbers.
5) Urgency Can Sell
Does your offer have a deadline or a limited availability? Don’t waste a great opportunity! Let the customer know this information in the subject line and get ready for a measurably higher response rate.
6) Review Past Performance
Do you have a large history of sent emails and performance history for them? Don’t let that information go to waste! Periodically review your subject & from lines in comparison to open and click rates. Did something work well for you in the past? Create a new riff on that email. Also, think about using split testing to test the effectiveness of your subject lines.
In the end, your past email performance should give you an indication of what topics have generated the most activity. This information should drive your email marketing strategy moving forward.
