characters could be all that stands between you and the success of your
next email campaign. Why? Because 50 characters is all the space you
have in a typical subject line – to catch the attention of your reader,
entice them to open your email and take action. With so much at stake,
marketers need a quick and proven reference tool for developing subject
lines that get the desired
result: opened emails.
Let these rules be your guide.
Rule 1: Read the NewspaperIf you want to develop subject lines that result in higher open rates, pick up your local paper. Headlines usually highlight a story’s most important point with brevity, while taking the audience into consideration. Use that approach to make your subject lines short and intriguing enough to compel your subscribers toread your emails.
Subject lines should clearly state what your readers can expect from your email, what’s in it for them and what you want them to do as a result of the email. And your subject line must stand out from others in your customers’ crowded inbox in the most relevant way. Emulating the headlines from newspapers can be a good starting point in the development of subject lines.
Rule 2: Focus on the ObjectiveWhat is the objective, or end goal, of your email marketing program? In most cases your end goal is not necessarily high open rates, but rather to have subscribers take a specific and measurable
action. Determine what that one action is, and make sure your subject line will achieve your objective. For instance, if your goal is for recipients to purchase from your online store, don’t use a subject line that is informational in nature. Instead, use a clear call-to-action that emphasizes their opportunity to make a “must have” purchase.