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Email Marketing: Writing Subject Lines That Get You Noticed

Email Marketing: Writing Subject Lines That Get You Noticed

By Kerry Williams

I’ve read some recent statistics that the average email user receives 145 emails every day. That’s a lot of email! And if you are marketing through email, you need to grab your reader’s attention in the subject line.

When we receive emails from an unfamiliar name, the subject line is often what compels us to open the email or hit the delete button. Here are some email marketing best practices to help you craft a well written and compelling subject line for email marketing campaigns.

Make it Meaningful
Your customers are busy. So why should they bother to open your email? Your subject line needs to tell the reader “what’s in it for them”. There has to be something meaningful in it that is useful. Use action words to inspire and drive action.

Make it Relevant
Make your subject line relevant to the message. Seems like a no brainer, but we often see marketers try and get clever with some attention grabbing subject line that has nothing to do with the actual message.

Keep it Short
Long subject lines had lower open and click rates than those that were shorter. Try to say it in 35 characters or less, or 2 – 4 words.

Beware Of Spam
When writing subject lines, one of the most important things to do is to stay away from any words or phrases that may raise the alarm of a spam filter. We could write an entire novel filled with words and phrases that are most often flagged as spam, but here’s the short version – avoid jargon phrases such as act fast, buy now, earn extra cash, no obligation, etc. and excessive punctuation, such as Save Lots of $$$ Now!!!

It’s Not About You
Recognize that these emails are not about you. They’re about the customer. It might be a tough pill to swallow, but your prospect doesn’t care about you. They’re focused on themselves. So be sure to focus on them and how your company will come to their benefit.

Test, Test, Test
Test your subject lines. A/B test your subject lines to see which performs better. If your list has 10,000 people on it send 1,000 people an email with subject A, and 1,000 people the same email with subject B. If one of them has more clicks, use that subject line when sending to the remaining 8,000 people on your list.

When done correctly, email marketing is one of the most effective ways of engaging with your customers and prospects. At Cox eLearning Consultants, we carefully study many campaign metrics and constantly make adjustments to refine an email marketing strategy and deliver a strong return on your email marketing investment.