There is no sure-fire formula for subject-line success, but there are definite pitfalls to avoid and steps you can take to improve the chances of your email being opened and read. Let's take a look at some important tips for getting the most out of your subject lines.
Keep it short
There are many reasons to keep your subject line short. First, depending on the recipient's email settings, they are not likely to see more than a handful of words in any email subject line. This means that you have to get your message through in as few words as possible.
Also, people tend to read just a few words before deciding whether or not to open an email. So, crafting long email subject lines is somewhat of a waste of effort.
As a rule of thumb, a well-crafted subject line should be up to 50 characters long.
Words to include
The words in your subject line should bear a close relation to the content of your email. For example, saying '25 percent reductions on all bathroom suites' will be more effective than just writing 'Great deals!'
You may also increase your open rate by personalising the subject line. This can be done easily if you use email software to manage your mailing list. So, instead of putting 'Bathroom suites' in your subject line, you could say 'Bathroom suites for [recipient's name].'
Bear in mind, however, that some users don't like personalised email from companies. You can try to find this out by asking members of your mailing list for their email preferences.
If the deal you are advertising is time-sensitive, make sure to mention this in the subject line: 'Bathroom suite deals, today ONLY.'
Phrases to avoid
Avoid using gimmicky phrases that might be thought of as cheapening your brand or offer. For example, 'Serious cash' and 'Free money' are words that will not only fail to attract readers, but they could even see your email being marked as junk by a filter, and never reaching the target inbox.
You should also avoid excessive punctuation. There's nothing like a whole set of exclamation marks, for example, to send an email rushing towards the Trash folder.
Also, avoid sending out subject lines in all capital letters as these can trigger spam filters too.
Using the 'From' field
Effective use of the 'From' field - which tells your readers where the email is coming from - can help free up space in your email subject line. For example, if your 'From' field includes your company name, you don't have to repeat it in the subject line.
Newsletter vs sales email
Email newsletters and sales emails require slightly different approaches to the subject line.
An email newsletter should always have the name of the publication and a reference to time in the subject line (e.g. 'Gardens Galore, Summer 2011'). You can also try to preview some of the email's content in the subject line. A slightly longer subject line is more acceptable in newsletter emails than in mails advertising special offers or promotions.
For sales emails, on the other hand, you can - and should - be more direct in your approach. For example, '25 percent off all stock now' will tell recipients all they need to know in a nutshell, as well as incentivising them to click on the mail.