Let’s hope your email subject line doesn’t read like this
Everyone can be embarrassed by sending out emails with subject lines which don’t exactly convey what you mean. Like the one depicted above which came from an organization seeking to intrigue people who need to overcome the sales challenge of “but.” However, the subject line of the email was poorly worded and implied something other than their hoped for call to open. Their subject line actually read:
Need to sell butttt….. Then come to this workshop!
Email subject lines are the first opportunity you have for your email marketing to work for you. If they use language which is too salesy or off message, they will be marked by most email programs as spam.
MailChimp, our preferred email marketing platform notes,
The best email subject lines are short, descriptive and provide the reader with a reason to explore your message further. Splashy or cheesy phrases more often cause your email to be ignored rather than make them stand out.
Avoid subjects with words which lower open rates
Stop words are things like FREE, Open Now, Free Offer. Even if the subject line doesn’t have these words, MailChimp reports there are some words which will cause lower open rates.
We identified innocuous words that won’t trigger a spam filter, but will negatively affect your open rates. They are: Help, Percent off, and Reminder.
Writing a clear call to open that is helpful, localized and precise increases your open rates.
The latest data reported by Marketing Charts from a Return Path study show that subject lines between 61 and 70 characters receive the highest open rates.
Avoid clickbait subjects
And think again if you are planning to try some clickbait subject lines that incite a strong reaction just to get readers to open. The study from Return Path notes:
“Clickbait” subject lines generally don’t do well, surprisingly, with “secret of” terms (-8.69%) having a significantly below-average read rate
If you’re using MailChimp, Constant Contact or Vertical Response, you have an opportunity to test the subject of your email to help verify what results you might get. If you don’t have the tools to review subject lines, refer to your open rates and analyze subjects which have the highest open rate for you then cross that to an analysis of the number of characters in your subject line in order to develop even better open rates.
When working with our clients, we’ve seen high open rates for emails with Welcome and Thank you in the subject lines, especially when the emails go to new subscribers. Seasonal messages with good wishes also are highly opened.
If you’re not already using email marketing to keep in touch with your customers or prospects, you might want to reconsider that decision. Email marketing remains the single one to one marketing tactic which continues to perform well for businesses across the board. It’s not expensive and it’s effective.