With email as one of the primary methods of communication today, the average working adult receives more than 100 email messages in a day. So how can you make sure that your email stands out from the clutter of others in your subscribers’ inboxes?
The subject line.
Creating a great subject line to get your subscribers’ attention will give you the edge in making sure your emails get opened. Take a look at these simple steps to creating the perfect subject line:
Forget About Spam Myths
You might think that using certain words in your subject line will get your email thrown directly into the junk folder, but that isn’t always the case.
Spam filters can be triggered for several reasons, but using certain words are not the culprit. For example, using the word “free” in your subject line is not an automatic trip to the spam folder.
Spam filters assign points to commonly used words found in actual spam mail. These words are frequently used throughout both the subject line and the body of an email. If the points are exceeded, the email will get sent to the spam folder.
Using a handful of these words is not enough to get your email thrown into the junk folder, and content filtering plays only a partial role in how email is designated as spam. Things like sender reputation and engagement metrics are far more important.
What Works And What Doesn’t?
A recent study conducted by MailChimp analyzed the open rates of over 200 million emails in order to find out which types of subject lines have the best results.
Check out which of these strategies worked:
- Localization – Using geolocation information improves open rates by being personal and relevant.
- Ask Questions – Subject lines that are phrased as questions tend to have higher open rates, so consider your target audience’s needs, interests, or what question your content is about to answer.
- Keep It Short – It turns out that longer subject lines have lower open and click rates, so get to the point and keep it quick. 28-39 characters are ideal.
Short Term vs. Long Term Solutions
Some of these strategies may work just fine for quick opens. But they probably won’t work as well as long-term solutions for improving your marketing:
- Using Symbols and Characters – hearts, coffee cups, and dollar signs may get an email opened, but there is no evidence that shows a positive effect on click rates.
- Requests For Help – subject lines that ask for help or assistance will rarely garner positive results these days, as too many consumers are afraid of being scammed.
- Use Of Recipient’s Name – including the subscriber’s first or last name has no significant improvement in open rates, and some consumers find it a bit creepy.
- Use Of “Re:” Or “Fwd” – These are a bit dishonest and tricky, as it implies that the email is being passed on by someone the recipient knows and trusts. Even if it does get the email open, chances are the deception will damage subscriber trust.
- Use Of Numbers – Using numbers might help to quantify your message (“50% off sale” or “Buy 1 get 1 free”). Use them sparingly or subscribers will become fatigued at the constant sales and promotions and may lose interest.
How To Get The Open In 6 Steps
- Only include useful, valuable, and specific information in your message.
- Make sure it is perfectly clear that the email is from you. Try including your most recognizable product in the subject line. Or consider using a consistent identifier as a prefix to all email subject lines.
- Make sure your subject line stands out visually. Consider using brackets or variations on capitalization.
- Use timely or urgent topics that might be on the minds of your subscribers. Don’t overdo it, though … urgency only works for real deadlines.
- Always use a call to action in which you ask or tell your subscriber to do something.
- Test out which subject lines work best for your audience and give you the best results.
– Set your subscribers’ expectations and clearly state what’s in your email
– Don’t write your subject line as an advertisement
Have you had any subject lines that get lots of opens? Please share them with us!