How to Write an Engaging Subject Line
Email newsletters or email marketing campaigns contain important messages, tips, savings, and more for your subscribed readers. The information inside the email is important to them, but without a compelling subject line, your subscribers may never open it. Email subject lines are just as important, if not more, than the rest of the information in the email. The subject line's main purpose is to get someone to open the email. Take these tips into consideration when writing your next compelling subject line for your email.
Even before writing the body of an email, it is essential to begin to think of the subject line for the email. Although it is not the bulk of what you want your subscribers to read, it is what they will read first and makes them decide if they will continue reading. You must think thoroughly and objectively about your subject line.
Take a look at the newspaper. The headlines are made to grab attention in as few words as possible, and they do a pretty good job of doing just that. They sum up the main idea of the text and give it to readers in just a few words. Subject lines in an email should do the same thing: state the purpose and a summary of what the main idea is in as little words as possible. Each email will have a different subject line because each email body will be different.
Find which type of subject line you prefer. Asking a question in your subject line will leave the readers wondering about the answer inside. Another type of subject line is the tease subject line. By teasing your subscribers with a clever subject line, they will want to know and read more. A direct approach will explain exactly what you want readers to know without any tricks or gimmicks. You can be personal in a subject line by saying "you" to get the attention of your readers. Be careful when using a direct approach or a personal subject line, your readers may be drawn to the attention of the subject line but maybe not compelled to read any further.
Avoid red flags for spam in your subject lines. These red flags include using all capital letters, multiple exclamation points, and the word "free." Not only do they wave a giant red flag for spam, but it also is not visually appealing. It will stand out, but look very silly. A subject line such as: "FREE GIFT INSIDE!!!!! OPEN FOR MORE DETAILS!!!!!!!" will be red flagged and marked as spam. On the other hand, a subject line such as "Your chance for a complimentary gift inside!" is more appropriate.
Test your subject lines out with colleagues. An effective way to do this is to present the subject line without any additional information in the email and see if it is compelling and intriguing enough for them to want to know more. Also, keep an eye on your web analytics. It will show you open rates for the emails you send out to get an idea of how your subject line worked. Additionally, test the email before sending it to the masses. Send it to yourself to get a preview of the subject line. Be sure that what you want to be seen is seen, and that you are not cutting off any important words or information.
Last but not least, a subject line should pass two tests: the Must-Read Test and the Unbulk Test. The Must-Read Test will leave the subscriber feel left out or missing out on something if they don't open the email. The Unbulk Test comes into play if your email ends up in a filtered folder; the subscriber should feel inspired and compelled to read or move it to the inbox.
What kind of subject line would get you to open an email?