SUBSCRIBE TO THIS FEEDHow to create high impact subject lines
If you're wondering how much difference a subject line can make, the answer is "plenty!" A well-crafted subject line can be powerful enough to immediately attract the reader to your message. Still, the subject line's importance is often overlooked. In our experience with clients, it's common to find them agonizing over the offer, the creative and landing page. Yet, too often it is the pivotal subject line that is written or chosen just minutes before mailing. Fact is, your subject line deserves as much attention as any other component in your email campaign.
Separating "good" from "bad"
Creating a successful subject line is critical in a world filled with marketers competing for attention. Without a good one, even the best offer from the most trusted brand can be deleted in one quick click. Remember that past the open, subject lines are a major driver of click-through rates. They direct recipients to pay attention to specific articles, products, and information.
Establish objectives first
You know how important research is-whether it's understanding target audiences, testing different offers and creative approaches, or including subject line testing in the mix. Many factors can help isolate effective subject lines. It starts by determining your objectives, such as:
* Increasing open rates
* Improving conversion rates
* Acquiring new customers
* Building awareness for a new product or service
By defining your goals early on, you help set the tone for subject line testing.
Be consistent
While subject lines should obviously be unique for each message, they should also become instantly trusted and recognized by recipients. After testing and learning what style works best, maintain it-whether humorous, straight, provocative, incentive-based, tip oriented, etc. Be sure to avoid the generic and boring. Along the way, send lines with different subjects to yourself. What kind of response do they elicit? Gotta open? Ignore? Read it later?
"Listen" - monitor your own inbox for ideas
What piques your interest? What motivates you to open?
Less is more
Testing proves that shorter subject lines provide more credibility. Keep it short and simple--less than five words whenever possible.
Avoid problem words
Certain words and phrases almost guarantee instant deletion. If it sounds too good to be true, (even if it is), it will never work.
Here is a list of the words and phrases to avoid:
cialis
levitra
valium
vicodin
xanax
For Only
FREE
Life Insurance
Your own
Free access
Free Samples!
Dear Friend
your family
As seen
Also, don't start your subject line with any of these words:
Free
Hello
Buy
Buying
Some email services (SubscriberMail has some powerful and handy tools) offer SPAM content scoring. These tools will help define where you may have issues with these problem words.
Branding in subject lines
People tend to accept and open messages from brands they know and trust. If you have an established brand or product, reference it in both the subject line and the "from" address. However, beware of reckless subject lines that mislead or over promise. They also open the door to serious legal trouble, not to mention damaging your brand, destroying trust, and driving customers away.
Segment/personalize
This does not mean using the recipient's name in the subject line. Rather, try messages that are targeted, contextual, and relevant to the recipient's needs and wants. Your job is to figure out what offers, topics, and products are of most interest to varying segments-then deliver that information regularly. As such, your subject line should be as narrow as possible for each segment.
Track what works
Track and analyze the best open and click-through rates. Categorize and assess them by various approaches, such as long vs. short, use of certain words (dollars off versus percentage off, tips vs. steps).
Test, test, test. Subject lines are easy to test. Split your list three or more ways and try variations. The key is to try different ones and learn what works. Also, test more than once to verify results.
More tips when writing
* Make the first word important and information-carrying. For example, start with the name of your company, brand, or product the message reflects.
* Empathize. Your message may go to millions, but it's still received by individuals. Think "what's in it for me (the recipient)".... Translate features into benefits for them.
* Be witty, but avoid "cute" or clever headlines.
* Do not use leading articles like "a" and "the" in the subject.
* Be daring, more aggressive, more creative. Try new styles and test them via split tests.
Separating "good" from "bad"
Creating a successful subject line is critical in a world filled with marketers competing for attention. Without a good one, even the best offer from the most trusted brand can be deleted in one quick click. Remember that past the open, subject lines are a major driver of click-through rates. They direct recipients to pay attention to specific articles, products, and information.
Establish objectives first
You know how important research is-whether it's understanding target audiences, testing different offers and creative approaches, or including subject line testing in the mix. Many factors can help isolate effective subject lines. It starts by determining your objectives, such as:
* Increasing open rates
* Improving conversion rates
* Acquiring new customers
* Building awareness for a new product or service
By defining your goals early on, you help set the tone for subject line testing.
Be consistent
While subject lines should obviously be unique for each message, they should also become instantly trusted and recognized by recipients. After testing and learning what style works best, maintain it-whether humorous, straight, provocative, incentive-based, tip oriented, etc. Be sure to avoid the generic and boring. Along the way, send lines with different subjects to yourself. What kind of response do they elicit? Gotta open? Ignore? Read it later?
"Listen" - monitor your own inbox for ideas
What piques your interest? What motivates you to open?
Less is more
Testing proves that shorter subject lines provide more credibility. Keep it short and simple--less than five words whenever possible.
Avoid problem words
Certain words and phrases almost guarantee instant deletion. If it sounds too good to be true, (even if it is), it will never work.
Here is a list of the words and phrases to avoid:
cialis
levitra
valium
vicodin
xanax
For Only
FREE
Life Insurance
Your own
Free access
Free Samples!
Dear Friend
your family
As seen
Also, don't start your subject line with any of these words:
Free
Hello
Buy
Buying
Some email services (SubscriberMail has some powerful and handy tools) offer SPAM content scoring. These tools will help define where you may have issues with these problem words.
Branding in subject lines
People tend to accept and open messages from brands they know and trust. If you have an established brand or product, reference it in both the subject line and the "from" address. However, beware of reckless subject lines that mislead or over promise. They also open the door to serious legal trouble, not to mention damaging your brand, destroying trust, and driving customers away.
Segment/personalize
This does not mean using the recipient's name in the subject line. Rather, try messages that are targeted, contextual, and relevant to the recipient's needs and wants. Your job is to figure out what offers, topics, and products are of most interest to varying segments-then deliver that information regularly. As such, your subject line should be as narrow as possible for each segment.
Track what works
Track and analyze the best open and click-through rates. Categorize and assess them by various approaches, such as long vs. short, use of certain words (dollars off versus percentage off, tips vs. steps).
Test, test, test. Subject lines are easy to test. Split your list three or more ways and try variations. The key is to try different ones and learn what works. Also, test more than once to verify results.
More tips when writing
* Make the first word important and information-carrying. For example, start with the name of your company, brand, or product the message reflects.
* Empathize. Your message may go to millions, but it's still received by individuals. Think "what's in it for me (the recipient)".... Translate features into benefits for them.
* Be witty, but avoid "cute" or clever headlines.
* Do not use leading articles like "a" and "the" in the subject.
* Be daring, more aggressive, more creative. Try new styles and test them via split tests.