At Email Answers we manage and deploy quite a few email marketing campaigns for our customers on a daily basis. Some of our customers rely on us to design their email ads/creatives and come up with enticing subject lines, while other customers choose to take on the task themselves and depend on us to deploy their campaigns and deliver their messages to the user’s inbox. While some customers understand the importance of a good email marketing subject line, others simply don’t get it or have a clue. It’s more difficult than you would think trying to explain to a customer that using 25 words is not better than using 5 or 6. Using keywords such as; 50% off, SALE, Discounts, Act Now or using ALL CAPS simply won’t cut it. Explaining to a customer that “Not Selling” in a subject line and simply tweaking a user’s interest is the correct way to get a user to open your email and see what it is you’re offering.
Decisions about an email are made in just seconds. Think about how long it takes to decide to open and read an email or just delete it.
The best email subject lines are intriguing, interesting and tempting. They scream “I’ve got an important message for you” and all you have to do is open me to find out what it is. Don’t hide the subject of your subject. (You like that huh?) Keep your subject simple, concise, to the point and direct.
Using a terrible subject line is worse than not sending an email campaign at all. A poorly crafted subject line will only act to get your email deleted faster than it was received. Your objective is not to sell in the subject line, but to peak someone’s interest in your email and get them to open it, which will take them to your website and hopefully lead to a sale.
As with most things in life and email marketing, using common sense and sticking to the rules of rational behavior will take you pretty far. Be smart about your marketing initiative and follow the rules. Remember, everything you do has consequences.