When it comes to email marketing, your subject line can be just as important as the body of your email. Knowing how to craft an accurate, insightful, and eye-catching subject line can mean the difference between your email getting opened or being filed away in the abyss of the spam folder.
Here are three tips anyone can follow to create a great subject line for an email marketing campaign. Simple as they are, they will make a huge difference in the overall success of a campaign.
Be Precise – Though a bit of mystery can get people to open your email to see what it’s all about, being too obtuse can cause your email to end up in the trash bin. The trick here is to provide enough information that readers get an idea of what the campaign is about but not so much that they learn all they need to know without viewing the content.
Make it Punchy – Make your subject lines interesting and eye-catching. Try using numbers (i.e. 3 ways to eat healthier today) or negative headlines (i.e. The investment disaster to avoid at all costs!). Announcing company news, contests, or sales can also add excitement to a subject line. In these instances, stick to the main announcement in the subject line and provide the details within the email. So for example, if you’re announcing a new location for your restaurant, your subject line should read “New location coming soon to the east side of Indianapolis!” rather than “New location opening May 30th at intersection of Post Rd and Washington St.”
Just a word of caution here: Be sure to not sensationalize your product or make false claims in an attempt to grab attention. Misleading your audience will cause readers to get upset and leave.
Keep it Short – Most emails these days are read on mobile devices. In order for the entirety of your subject line to be readable on a mobile device, you’ll need to keep your subject line to 7 or 8 words. If you’re going to go over 8 words, be sure to put the most important words towards the beginning of the subject line.
Subject lines are important and it’s worth taking a few minutes to create a strategy for each email campaign you send out. A small tweak can make a BIG difference, so craft your subject lines carefully.
Here’s another good read in case you need more help creating awesome email campaigns.