Your subject line is one of the most important yet overlooked parts of your email campaign.
Along with the "from name" and "from email address" this is the first thing your subscribers will see when the email arrives in their inbox so it is vital to make sure it grabs their attention.
Here are our top 10 tips for writing a great subject line.
Subject lines should give the subscriber a reason to open your email. Including a call to action is often a winning tactic.
Keep it short and sweet. Your subject line should be a maximum of 50 characters.
Do not try to get your email opened by making false promises. This will annoy your subscribers and will most likely make them unsubscribe or worse yet, hit the spam button.
A/B testing is a great idea. You should use this on most of your content and your subject line is no different.
Use personalisation in the subject line to catch your subscribers eye.
Don’t overuse CAPITALISATION.
If you can’t (or don’t want to) use personalisation, use “you” or “your,” so it still sounds like you’re addressing the subscriber directly.
Make your recipient feel special. A subject line such as ‘A special offer for our favourite customers’ can work wonders.
Don’t forget the WIIFM (what’s in it for me) factor. How will your subscriber benefit from your email? Make it clear.
Try adding numbers to your subject line to catch the subscriber’s attention. Studies show that the human brain will focus on reading numerical characters over words. So instead of using the subject “Four days left”, use “4 days left” instead
As well as perfecting the art of writing a great subject line, make sure you also pay attention to your email's preview text as it can also make an impact on open rates. See our article What's preview or pre-header text?