In today’s highly digital environment, one’s email inbox is constantly full of emails all competing for the recipient’s time and attention. So how do you make your email stand out and be one that will be opened, maybe even read, rather than immediately deleted or skipped over?
The majority of people spend a mere second to determine if the email is something they want to read or discard. If the subject line isn’t captivating or compelling enough it will get skipped over, even though the email may have valuable information for them. Research shows that 47% of recipients open email based on the subject line alone. That one-line description is your first and only shot at connecting with your audience.
There are many guidelines that you can follow when crafting your subject lines. The tactics for developing impactful subject lines vary, but we’ve gathered the guidelines that can help improve your email marketing results.
Keep it short.
There are several reasons to keep the subject line short, for one, you need to be able to quickly grab your audience’s attention.
Another reason is due to a large number of emails that are opened on mobile devices. Subject lines will get cut off if they’re too long. Look at your subject lines and remove any fluff words or words that matter less and don’t contribute to the message. Remove words like ‘newsletter’ as these may actually decrease your open rate.
Personalize your subject lines. Use the name of the recipient or location. When you use personalization it adds a sense of rapport, especially when a name is used. Research has shown that emails that included a recipient’s first name in the subject line had higher open and click-through rates than emails that did not. (Read more about adding personalization to your marketing strategy.)
Make it interesting.
Your subject line should be interesting and unique. Tell the recipient what’s inside your email in an interesting way that will capture their attention. Pose a compelling question, provide a call to action, or incentivize them to learn more by opening the email.
Provide value and invoke trust.
As with most marketing, email marketing should include a value proposition. The subject line should communicate the value of the email and how it will benefit your audience. Be sure to be convincing and provide information on how it will benefit their lives or their business.
While your brand should emit an element of trust, trustworthiness should be a priority when sending emails. Your email content should match your subject line. Don’t make false promises.
Lastly, test out your subject lines. Your audience may respond better to “Sally, your exclusive offer awaits!” than “Get your exclusive offer today!”. Test your subject lines by doing an A/B split and see which gets a better result. With A/B testing you can try out different versions of subject lines.
We hope these guidelines will help you formulate your next subject line. If you need assistance with your subject lines and your email marketing, contact us at firstname.lastname@example.org. We’d be happy to help.