An email subject line has just one purpose. To get recipients to open your email. For this reason you should spend some effort on crafting the best subject lines you can. It's no use sending emails full of great information or fantastic offers if your customers are not going to open them. Given their importance here are 5 tips for writing effective email subject lines.
1. Look at newspaper and magazine headlines. They have been designed to attract attention and encourage curiosity. Their only job is to get people to buy the publication, so you can imagine how much effort goes into creating effective headlines.
2. Have a number of email clients so that you can see whether all of your subject line is visible. If it is not you may want to shorten it or write it in such a way that the shortened headline still arouses curiosity in the reader.
3. Urgency and scarcity tend to increase response. If you can legitimately fit either or both into your headline do so, but don't overuse this technique or it will lose its effectiveness.
4. Avoid a string of exclamation marks and any other content that will trigger spam filters. You don't want to spend ages on a headline only for it to be the reason your message gets blocked. A good quality autoresponder will include a facility to check the likelihood of the email being blocked by spam filters.
5. Analyse past performance to guide what subject lines to use. If you send HTML emails you can track how many are opened. While not everyone will accept HTML emails (you can set up a text email as an alternative) you should still get an indication of which subject lines work best.
For more information on running a successful email marketing campaign, including how to split test emails take a look at Richard Kent's Online Marketers Club blog.
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