How to Write Effective Email Subject Lines

One of the most important parts of your email message is the subject line. In just a short amount of space, you must convince your audience to take open your email and see what you have to say. If the subject line doesn't pass muster, the next step for the reader is to reach for the "mark as spam" button. "69% said they make the decision to click on the 'report spam' or 'junk' button using the subject line," according to the Email Sender and Provider Coalition (2007).

Instructions

1. Front load the action steps you want the reader to take. Most subject lines display anywhere from 40 to 75 characters, which is enough to get the reader to act. In some clients, such as Outlook and Outlook Express, the subject line is resizable to the preference of the recipient. In some cases only the first two or three words might appear when viewing the messages in the inbox. Use action words in the front part of the subject line. "Improve," "Reveal" or "Create" quickly tell the reader that your email contains compelling information that may enhance their lives or business.

2. Avoid using your company name in the subject line. In most Inbox displays, the From Address is listed first, followed by the subject line. Your name or your company name should appear in the From Address field for easy identification. There's no need to waste valuable space repeating it in the subject line.

3. Vary the newsletter subject line for each issue. According to MailChimp, if you use the same headline every time you send a newsletter, there is a noticeable drop in open rates. Each subject line should indicate what is in the current newsletter issue or specific email.

4. Generate curiosity in the subject line. If you can invoke interest in the email message content you will improve open rates. Of course the body of your message must deliver what is promised in the subject line or you risk your credibility in future email messages. Some variation of "12 Ways to Earn More Interest on Your Savings" can be effective.

5. State your offer in the subject line. In many cases you can close the deal before the reader even reads your message. According to Marketing Sherpa 55% of recipients open the email if the offer is stated clearly in the subject line. If you're having a sale, "Annual Half-Price Sale Underway" can capture a recipient's attention.

Tips & Warnings

• Test your subject lines, you'll never know if changing a word will improve your responses until you test it.

• Avoid spam keywords and don't send email so often that you become a nuisance. Honor any unsubscribe requests.