How to Write Subject Lines for Email Marketing Campaigns

When a person logs on to an email account and begins perusing the awaiting messages, each unopened message commands about three seconds of consideration before a decision is made to either open and read it or to delete it. One way to ensure that the content of your message is at least given a cursory glance by its recipient is to write appropriate, attention-grabbing subject lines.

Things You'll Need

• Email application
• Computer
• Compelling message

Instructions

1. Write the your content or the body of your email first. That will ensure your content drives the subject line. Then begin trying several different subject lines.

2. Be sure that the sender is easily recognizable. Emails are more likely to be opened if the recipient may recognize the sender. This also helps to brand your organization. Overtime it will assist you in building trust with your audience.

3. Only a few words of the subject line will appear in your recipient's reading pane, so keep it under a total of 50 characters. This usually means about five to eight words. Remember to place the most important words first.

4. The downfall of any email marketing campaign is SPAM. Avoid using items in your subject line that will increase the likelihood of being caught in spam filters. This means avoiding words such as "sale," "free," and "advertisement." Also, avoid using excessive punctuation, symbols and all-uppercase letters.

5. Send the email to colleagues or friends, asking them to review the subject line and offer their reactions. Use them as your test audience. Send it to yourself. Would you open it? Encourage everyone to be honest and objective.

6. For additional tracking data, send the same email out to random members of your group with different subject lines. Track and evaluate which email generates more interest and use similar subject lines in future email marketing campaigns.

7. Use an email marketing campaign service such as Constant Contact or iContact to manage your e-marketing needs. The reporting tools provide invaluable information to better assist in your marketing efforts.

Tips & Warnings

• Be patient. Successful e-marketing takes time.

• Be careful to not SPAM your clients.

• Don't make promises in your subject line that are not carried through the content. Include no "Free iPod," for example, unless you're really giving them away.

References

• Constant Contact
• iContact
• Marketing Sherpa