Ask any marketer or business owner what is the hardest part of an email marketing campaign, and the answer you are likely to get is writing the email subject line.
Why?
Because the email subject line is the make or break point. It is the first, and sometimes only, chance you get to convince your readers to actually read your email and click your call-to-action links. And it all has to be done in very few characters.
Before your blood pressure starts to rise, however, let’s talk about some ways you can cleverly craft a subject line that motivates readers to click on your email instead of scrolling or deleting it altogether.
Keep it Short
The ideal length for an email subject line is 40 characters or five-to-ten words. This may not sound like nearly enough space for some of you; however, this is the maximum length that is likely to display in the reader’s inbox. Your goal is to make the most impact with this allocation.
Get to the Point
As an individual with your own email address, you are likely aware of how many emails someone can receive in a single day. If you want your readers to be interested enough to click through to the actual email, then avoid the urge to get too creative with your subject line. Instead, opt for messaging that is clear and tells the reader exactly what they can expect beyond the click.
State the Benefits
Before readers open an email from you, they want to know what’s in it for them. Therefore, your email subject lines need to state benefits. If your email is about a one-time discount, then say so. If you have a solution for cutting down on email clutter, then tell them.
Create Urgency
If you do not read this paragraph right now, then your marketing will fail. This is not true, but it is an example of “act now!” messaging. (Note: Be sure to use truthful messaging in your subject lines.) Considering the hundreds of emails your subscribers could be getting every day, don’t you think creating time-sensitive email subject lines is a must?
Get Personal
“Save Today on LED TVs” versus “Carol, Save Today on LED TVs.” Which do you think establishes a better connection with readers? While testing your subject lines for the impact of personalization is recommended, we think including a name has the potential to go a long way in helping readers feel valued. Just be sure your subject line isn’t delivered as “FIRST NAME, Save Today on LED TVs.”
Writing effective email subject lines is challenging. Keep these tips in mind as you work on developing clear, succinct and urgent messaging that motivates readers to read what you have to say. It will keep your subscribers excited, and it will continue to improve your email marketing campaigns.
