How to Write an Optimal Subject Line
While Email Marketing is not a new channel, many marketers still struggle with Subject Lines and being able to utilize them efficiently for improved Open Rates. Below is a quick guide on writing an optimal subject line that should provide some lift in overall response rates of a campaign.
Get to the Point
While email subject lines have evolved into being less limited on “character space” or limits it is still in Best Practice to state the main point of the email or your compelling message in the first 35-45 (max) characters of the subject line.
I find it easy to open an Excel document and apply the LEN function to the Subject Line cell. This will count the number of characters being used (including spaces) for me.
I could extent this subject line even further, now that wrote out the Main Point within my 35-45 Character limit. This would allow me to create versions that I could utilize variant testing to see what resonates with my audience. In this case lets assume I want to a bit more drilled down to my audience and speak more of their needs. I could use a subject line this:
I could also try stating this more of a statement.
What to Write?
There is many different types of subject line topics that can be utilized for various results depending on the type of content you are delivering to the user (example, content, whitepaper, webinar, follow up, account opening, notifications). There is no one size fits all and you have to be cognizant of both the content that is being delivered and the audience that is getting it.
Best Practice for Email Subject Lines include:
- Be Direct and Deliver the Core Message First (less Saley) (Account Tools for Traders …)
- Pose a Question to Encourage the Open (example: Are you still Trading … )
- Use time sensitivity to drive action (example: Only 2 Days Left to Register …)
- Personalize the Subject Line to catch the readers attention in a crowded inbox (example: John, are you Still Interested in … )
- Use Action Words to drive Actions (example: Download Account Tools for Traders …)
- Provide a Teaser for Content in the Email (example: Learn How Many … )
- Use a Top # or Lists to provide interest for a topic that the user can quickly read (example: Top 10 Tools Used by Traders … )
What NOT to Write?
There are a few things many people fall for when writing subject lines the first time and a lot of guides on the interest on what to write but very few will tell you what not to.
- Do not write your subject line in ALL CAPS
- Do not use Special Characters – this depending on Email Service Provider you are delivering content to and your reputation can cause you to end up in BULK/JUNK Mail
- Do not use words such as: FREE, Guarantee (
- Do not use keywords greater than 100-125 characters
Conclusion
There are many ways to put together a good subject line and I hope this simple explanation will get you thinking more about them and how they are used within your Emails. This is more of the basics, an often overlooked part for new Email Marketers but an important one. Next steps would be learning more advanced techniques such as Pre Headers.