 |
HOW TO: Create compelling
subject lines
The subject line of an email message is a specialized
headline meant to do one thing: get the email
recipient to open the email by revealing what's
inside.
Unlike an article headline, the subject line
is totally self-sufficient. It cannot rely on
page placement, layout or any other design assistance
for pulling readers into the body of an email.
Several key elements should be considered when
creating a good subject line:
- Clearly state
your offer in the subject line, but make sure
it's something that appeals to your target audience.
If this means segmenting your email campaigns
into smaller chucks, then it's worth the effort
it takes to ensure the most powerful, relevant
subject line is used. According to a recent
study by Return Path, 55.2% of recipients opened
the email because the subject line clearly stated
the offer.
- Message personalization
increases email open rates. Despite the fact
that spammers and phishing emails often add
names to the subject line, tests show that personalized
subject lines perform better. The trick is to
also avoid the spammy look and feel of those
types of emails. Using other information such
as specific job roles or recent product purchases
also create effective, personalized subject
lines.
- Place the most
powerful information at the front of the subject
line. Many email clients show only a small portion
of the subject line. The first few words of
the subject line are the most and should include
as many of the other elements as possible, especially
the offer or action item and the personalization.
- Use natural curiosity
to get subscribers to open their emails and
read the important messages inside. Offering
answers to insider secrets or insights from
leading experts will pull in readers looking
for that information. Of course, the message
must deliver on what is promised or risk losing
credibility on future emails.
Because of the heavy responsibility of the subject
line, the best performing ones should be used.
The subject line should also be highly tested
to ensure the best results. No matter how good
your message is, if the subject line doesn't do
its job, the email campaign will probably not
meet its performance goals.
Since nobody is going to read an email message
they don't open, crafting a compelling subject
line should be top priority for any email marketer.
Spending the time to create and test an effective
subject line will pay big dividends in with future
open email rates. -- Arial Software
Return
to Articles |
