4 Tips for Writing Great Email Subject Lines
Friday December 18, 2015
Just as writing great headlines can attract more readers to your story, a well written email subject line can increase the number of subscribers who will actually open your email messages.
Here are my top tips for crafting email subject lines that won’t get ignored:
1. Keep It Short
In most internet browsers, email subject lines are cut off after about 60 characters. Mobile devices allow for even fewer characters, so try to make your point in under eight words. You may even find that a subject line with only one or two words stands out in most peoples' cluttered inboxes.
With 66% of emails being opened on a smartphone or tablet, and with mobile traffic growing year on year, the importance of subject line length should not be underestimated.
2. Ask a Question
Asking a question in your subject line gets your recipient thinking. Think of it as a means of starting up a dialogue that can only be continued through opening your email to find the answer. For best results, try asking questions that target the sort of problems your customer or prospect is likely to encounter, and for which they need a solution:
- Who is your favourite Leicester City Player?
- Who will the next Chelsea boss be?
- Do you want to attend next week’s game?
These types of subject lines are effective, as the recipient can relate to them and are drawn to the prospect of learning more. Just make sure you don’t forget to answer the question in the content of the email.
3. Personalised Subject Lines Is Not Just Adding a First Name
Personalisation is a great way to increase open rates. According to an Experian Email Marketing study, emails with personalised subject lines have 26% higher unique open rates. However, go beyond just using the recipient’s first name, use customer data insight to connect on a personal level.
Here are a few good examples to drive email open rates:
- John, renew your membership and your lucky seat A134 now!
- Thanks for attending yesterday’s game Dave! Please review your experience here.
- Happy 22nd Birthday, Michelle. Enjoy a drink on us tomorrow night.
In the 2015 version of Go (using Microsoft Dynamics 2015) users can click the 'Add Attribute' button, which will allow them to easily drop any required data fields into the subject line.
Learn more about Green 4's powerful eCommunications platform, click here.
4. Create A Sense Of Urgency
These types of subject lines encourage recipients to act now. FOMO (the fear of missing out) is a great way to build excitement and drive email open rates. The most popular way that a lot of organisations do this, is by including words and phrases such as:
- Last Chance: Renew your season ticket before it’s too late!
- EXCLUSIVE: Get 20% off your next match ticket!
- Fancy £10 (or more) off your new replica shirt?
- Early access: Up to 40% off team wear
- Get 20% off for 48 hours only!
The perfect subject line must be supported by great content. Remember, content is KING! Even if your email subject lines are absolutely irresistible, if your content within the email is lacking, your customer will lose interest… quickly.
Use great email subjects in conjunction with high quality, relevant content to keep your open rates consistent, and drive more conversions.