In a social scenario, this phrase usually leads to an
abrupt end to the beginning of a conversation. The same thing
happens when you get an email from someone you don't know with
a subject line that sounds like something you've heard before
or, even worse, like SPAM.
The adage is true: You never get a second chance to make
a first impression. This is why a good subject line can be
the difference between a rousingly successful email campaign
and a dismal failure.
The secret is to write a subject line that grabs your
recipients' attention and peaks their interest enough to
open your email without being so blatantly promotional that
it sounds like SPAM. When writing a subject line, think in
terms of your offer and your audience and what few words
would most likely get them to open your email.
Keep it short and simple
The recipient will either open or delete your email in 3
seconds or less. And, you only have between 30 and 40
characters including spaces to play with - that's only 5-8
words total. Convey your biggest benefit or in the case of a
newsletter, your most interesting statement, into those
first few words and you're off to a great start.
Try to incorporate a specific benefit
My company started with a general benefit statement "Grow
Holiday Sales" for a disappointing 11% open rate, as
compared to our subject line "Free 60-day trial - Repeat
Visits, Repeat Customers," which garnered a significantly
more respectable 51% open rate.
Use capitalization judiciously
When you use all capital letters, there is no
differentiation in your words making them harder to read
plus, IT COMES ACROSS LIKE YOU'RE SHOUTING! While I'm at it,
avoid gratuitous exclamation points!!!!!!!!! Because unless
you're Gilbert Godfreid, or the late Sam Kinison, neither of
these techniques will work well for you.
Test, test, test!
The importance of testing your subject line is illustrated
by Roving's experience above. Although there are many other
variables (e.g., the list, the email copy, the offer, and
more), testing the subject line both the logical first step
and, conveniently, the easiest variable to test. You may be
as surprised as we were to see what a difference a small
variation can make in those 5-8 little words.
Finally, steer clear of anything remotely like the
following:
- Change your life in 10 minutes!
- Earn $10,000 per month!!
- Lose Fat!! No exercise!!
- BIG Money Maker!
These are all telltale spam subject lines from my own
spam archives located in, you guessed it, my deleted mail
folder. At least they were good for something.
In the next issue, look for hints and tips on writing the
words on the inside of the email, or email copy.
