Five tips on writing effective subject lines:
A short subject line won’t be cut off in your reader’s inbox and should effectively get your point across in less than 50 characters. Having said this though, don’t give away too much information. Your reader’s curiosity needs to be piqued enough to open the email.
For example a less effective subject line would read, ‘Illness causes band to cancel their tour to Cardiff’. This may be better, ‘Band cancels Cardiff tour’. Your subject line is still informative but will entice your reader to find out more about why the tour was cancelled.
Test your subject line with different mail groups to determine which subject line leads to more clicks. Schedule enough time for testing before your email campaign.
3. Make it personal
Personalising your subject line is tricky and email marketers remain divided on ways to personalize the subject line. Some will agree that putting your readers name in the subject line can entice your reader to open your email. Others feel that adding the readers name may come across as a sales pitch and your email will most likely be deleted.However personalizing your subject line with your reader’s preferences such as interests, content, product or past product purchases will entice your readers to open the email.The following would appeal to a young intrepid traveller, ‘Backpacking through Wales on a shoestring budget’.
Your brand is what your reader recognises. Your reader trusts your brand and they know that your email will have content that interests them, ‘Budget backpacking through Wales with Company Name’. Your company name in the subject line also lets the reader know that they are not going to find a virus running rampant on their PC after opening the email or that they are not receiving spam.
5. Give it a timeline
Give your subject line a deadline such as, ‘Special rates for Tenby for this week only’. If a customer sees that something is only available for short period of time they will be more inclined to read your email and act on it.