Short post today… but a very powerful post.
Subject lines are the thin edge of the wedge. If your email subject line is working you have a much better chance of getting someone to read your email message.
One big piece of advice first: DON’T TRICK PEOPLE!
They don’t like it and won’t respond well once they find out. Sure you’ll get a high open rate but clicks and sales will not be there. So I guess it depends what’s important to you.
Four Killer Subject Line Tips to Get The Right Reader to Open Your Email
1. Use a shorter subject line
There have been enough studies of subject line length that this one should be an easy best practice. Although you’d be surprised at the number of times I see long subject lines from big companies or top marketers.
Anything less than 45 characters or so is good.
Anything longer than 55 characters is not so good.
If you can nail it in less than 12 characters you might just catch a wave.
The famous “Hey!” subject line from the Obama campaign comes to mind. During the last campaign the email team (20 or so people) tested every variation and combination of subject lines and messages they could imagine and the “Hey!” version generated the highest open rate AND the highest donation rate.
Generally though. Just strip it down to the shortest message you can. People are busy.
2. Match the subject line and the first sentence
This one is a bit trickier to do but well worth it! Take your concept from your subject line and extend it or clarify it or make it more compelling in your first sentence.
This has two purposes.
First, if your reader is using a preview pane to screen emails with, they will have more information to motivate them to read the balance of the message.
***This is a good reason to NOT use the popular “If you can’t read this message” text many ESPs insert for you. THAT doesn’t make me want to read it at all AND it tips me off to expect a marketing message.***
Second, if your subject line and the first sentence don’t match up in theme or concept, you’re running the risk of breaking the tenuous thought that’s in their head as they make that fleeting decison to read the rest of the message.
Stay on topic.
3. Match the subject line with your FROM address
Who is the email FROM? Do they know you? Are you a stranger? Is your FROM address a company name or the popular info@?
If you can make the FROM address personal then you can also use a personal subject line. If your email address is corporate you may have to be a bit more formal in the subject line.
FROM addresses are a big reason why people open an email… don’t forget about it.
4. Write your subject line like a marketing headline
This topic alone is worth writing a small book or report about. Simply put. If you want to get someone’s attention you have to think like a world-class copywriter.
And that means headlines.
So learn how to write good headlines. Can’t go into it here because it’s just too big a topic. But let me say this.
If you’re getting tired of the heat and someone sends you an email that says “Escape the sweltering heat” you’re going to look at it.
You’re about to buy a new truck and you get an email that says “Save $4,000 off your next truck purchase” you’re going to look at it.
Can’t sleep? “Learn 3 sleep secrets of world travelers”
If your headline is tuned in to your audience you’re going to get killer open rates. If you can connect your subject line to your readers interests and problems you’re going to get great results.
You won’t do as well with clever, tricky, ambiguous, or funny subject lines.
Try it. You’ll see.
