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The
Importance of a Good Email Subject Line
Copyright 2007 by
Nancy Michaels, Owner,
Impression Impact
You put a lot of work into crafting the perfect email,
right? But how much thought and creativity do you put
into the Subject line? Many people treat this important
part of the email as an afterthought when, in fact, it
is part of the first impression your readers will
receive - one that can get your email delivered and
convince recipients to open it and read further.
It's helpful to think
of the Subject line of your email as the headline of a
news story. The headline draws the reader in, enticing
her to get the whole story. With an email Subject line,
however, you only have three to five words to do this.
Following are some tips to help you reach out to readers
with winning Subject lines.
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Brand It. According to the DoubleClick Study: When
asked how they define spam, 95.5% of respondents said,
"emails from senders that are unknown to me." So, make sure
your email conveys who you are. Do this by incorporating
your brand into the Subject line, especially if the 'from'
field does not make this clear. And, be consistent in your
branding so that recipients become familiar with your
communications.
Keep it Short. The typical email Subject line
window has room for between 30 and 40 characters including
spaces. The recipient will decide whether to open or delete
your email in 3 seconds or less. And if the Subject line is
too long to fit in the window, the recipient is likely to
delete your email. Make up for your lack of space with solid
words that offer value.
Spell Out the Benefits Not the Features. Let the
reader know what's in it for him, before he even opens the
email. State a clear benefit; let the recipient know how
your offer or content will save him money, time, or
otherwise improve his life.
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According to the DoubleClick Study:
Of all types of subject lines, 59.5% of all respondents say
discount offers are the primary motivational factor for
opening emails, while 48.6% say they are motivated by
compelling news and information.
Never Mislead. According to the DoubleClick Study:
When asked how they define spam, 95.5% of respondents said,
"emails intended to trick me into opening them." The use of
misleading Subject lines is also punishable by law in some
states. So, be honest and straightforward in your Subject
line.
Overstating your offer or benefit is also a bad idea.
Spam-wary people are sensitive to inflated claims and the
possibility of scams. If your Subject line sounds too good
to be true, recipients won't give a second thought to
hitting the 'delete' button.
Make it Urgent. If appropriate, give the recipient a reason
to open the email right away, such as a limited time offer.
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Don't Be on a First-Name Basis. At least not in
the Subject line. This is primarily because Subject line
personalization is a tactic that spammers have adopted, but
secondarily because it is a waste of valuable real estate.
Better to personalize the body of the email and leave the
all-important Subject line to carefully chosen words that
will compel the recipient to open your message.
Easy on the Punctuation. In many cases, you can
eliminate punctuation altogether. Subject lines don't even
need to end in a period. And by all means, stay away from
exclamation points. These are highly likely to get your
email filtered. Unless your Subject line is a question (and
therefore needs a question mark), it's best to stay away
from punctuation.
DON'T USE ALL CAPITAL LETTERS. Subject lines
rendered in all caps are a one-way ticket to "filterville"
or at least the bulk mail folder. If your email does make it
through, all caps have become a signal to recipients that an
email may be spam -- a rap that will send yours straight to
the recycle bin.
Proofread. Check your Subject line for errors
before you hit the 'send' button. Run it through spell
check, and have someone you trust give it a read as well.
Nothing can undermine someone's credibility like incorrect
grammar or misspelled words.
ABOUT THE AUTHOR:
Nancy Michaels
owner of
Impression Impact,
provides a unique and off-the-wall perspective
to corporations, small businesses, and
franchises interested in attracting and
retaining customers for life. Sign up for
Nancy's e-zine, Michaels on Marketing by
visiting
www.impressionimpact.com
and, look at some of her products in her
online catalog.
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