It’s no secret that a well-crafted subject line can improve your email results. In most cases, it’s your one chance to convince a reader to stop and open rather than move on or delete. But how does one master the art of the effective subject liner? Here are five ideas to get you started.
1. Get creative
We see it all the time — campaigns introduced simply as, “Monthly Newsletter.” Even if your mailings are recurring, like a monthly newsletter, a weekly update, or breaking news, each one and its content is unique. The subject lines should be too. Depending on the industry that you are sending to, you could try using emojis in your subject line to grab your reader’s attention.
You can still use your newsletter’s name to introduce it (which is a great way to let people sort by subject line later on), but don’t stop there. Instead, make sure you introduce your fresh newsletter content with an equally fresh subject line.
Average subject line:
May Newsletter
Attention-grabbing subject line:
Flower Village May Newsletter: Roses are in Bloom!??
2. Identify yourself
In the above example, you’ll notice that we incorporated the business name, Flower Village, in the subject line. Remember that your subject line is another form of identification for your email, and that in the split second you have to grab a reader’s eye, having your name (or your connection to the reader) in the mix may be just the thing. This is particularly useful in inboxes where your address is displayed as it being sent from you but your name isn’t.
Average subject line:
Event registration reminder
Subject line with some urgency:
ACA Members: Remember to register for Friday’s May Day Festival!
3. Inform, but also entice
Most subject line experts agree that a great subject line tells you what’s inside but stops short of telling you the whole story. If your subject line is too vague, your reader might not feel any urgency to open it. Too descriptive, and he or she may not feel the need to open it. In other words, give your subject line some real meat, but save a little juice for the content inside.
Pretty good subject line:
News Alert: The Mayor Appoints Roger Blume as Energy Commissioner
A more enticing, yet informative, subject line:
News Alert: The Mayor has just named a new energy commissioner…
4. Avoid using words that could get your email filtered
Your subject line is a part of the mailing, and therefore part of what filters review in deciding whether to route your email to the inbox or the junk folder. Our editor has built-in proofing tools, so you can catch suspect words and phrases before you send out your campaign. In addition, we always recommend sending a test of your campaign and suggest that you refer to the pre-send campaign checklist beforehand.
5. Conduct a split test to see what really works
As with most email marketing rules, these will differ based on your particular situation and style. To find out what really works for you, conduct a subject line split test and see which performs best for your audience. You’ll be able to test two versions of the same mailing and change only the subject line. Or, you can also conduct a split test on an entire campaign.