If done correctly, e-mail marketing can be a successful way to capture brand exposure. However, it all boils down to the actual number of recipients that make the conscious decision to open your e-mail. One surefire way to improve your open rates is by constructing an effective subject line.
Below are a few tips to keep in mind when creating a subject line.
- Be descriptive.
It’s great to include cleverness, but be sure that your subject lines don’t lose their clarity. In this fast-paced world, recipients will want to know what content your message contains before they even open it. Nobody wants to spend the time trying to speculate about what you’re talking about. Try to always include the benefits and a call-to-action in each subject line.
- Make it personal.
People receive hundreds of e-mails a day. It’s often easy to overlook a message if it seems generic. Studies show that recipients are 42% more likely to open your e-mail if it’s personally branded. It can be as simple as including words like “you” or “your” in the subject line. If possible, consider taking it one step further and include your recipients’ names and locations.
- Create a sense of urgency.
What happens when you see a message in your in-box that includes phrases like “Don’t Miss This” or “Hurry”? You’re more than likely more compelled to open it. Make recipients feel as if they need to open your message right then and there. Try including time-sensitive language to entice recipients to open it.
- Be mindful of length.
According to statistics, 63% of all e-mails are viewed on smartphones. That being said, the longer the subject line, the more chances of it getting cut off. Try to keep it short and to the point. The general rule of thumb is 50 characters or less. Read your proposed subject line out loud, and determine if there is a simpler way to summarize the thought.
- Omit certain phrases.
There’s nothing worse than sending off a message but having it go directly to a spam folder. Spam filters are designed to search for specific phrases. Some of the dangerous phrases include sales language like “Percent Off” and “Clearance.” To ensure that your e-mails reach inboxes, make sure you’re fully aware of the complete list of phrases.
The bottom line is that, when it comes to creating a compelling subject line, there isn’t just one best practice. Consider using the above tips and also A/B testing with different subject lines to determine what will be most effective.
By Luke Acree, President of ReminderMedia