“A subject line is like a newspaper headline, a title on a book’s spine, or the key slogan of a print media ad. It tells the user what this is all about. And it should do so in sparkling style — seamlessly channelling your brand.”
— Win Goodbody, senior product manager, Sitka Technology Group
The ultimate goal of an email marketing campaign is to convert your customers. But did you know that the trickiest part is actually getting your audience to open the email? Think about how many emails land in your inbox each day. How many do you actually pay attention to and open? What is the driving factor that makes you open the email?
The subject line!
Below we will explore how to get your customers hooked by nailing your subject line.
What is a Subject Line?
The subject line is what will entice the audience to open the email and read it. If you have something dull or boring, then they will avoid the email and most likely send it straight to the trash. So, how do you produce an overview of your email marketing campaign that will hook your customers?
Similar to a blurb, or a newspaper headline, a subject line on an email marketing campaign is there to introduce the audience to the content inside.
Tips on Nailing Your Subject Line
- Invoke an Interest
You need to spark their curiosity by suggesting the benefit for them inside your email. Are you going to make their life easier? Or give them some other valuable content? Tease them with it in your subject line.
- Don’t Mess About
We’re all strapped for time these days, so it’s best to get straight to the point. What’s inside the email? Let them know in one quick line. Don’t make it too wordy either, it should be less than 50 characters so think ruthlessly when cutting out redundant words. Use the shortest way possible to phrase exactly what’s inside.
- Humour Works Well
When combining playfulness with curiosity, you’re onto a winning combo. Witty marketing can be a hit but use these subject lines carefully and do not overdo it.
- Use an Emoji
Emoji use in a subject line helps your email to jump out amongst the others laying in your audience’s inbox. They are playful, colourful and a bit of fun! Experian studied emoji use in subject lines and found that they boosted open rates by 45%.
- Speak the Truth
Don’t say one thing in your subject line, then deliver another in the bulk of your email. If you are offering a special deal in your subject line, then you need to follow that through and ensure that is exactly what you deliver. Otherwise, your audience will be disappointed and may not click on future emails from you.
- Urgency
Spark urgency in your audience. Give them a good reason to take action - and quickly! Words that invoke urgency such as ‘fast, 24 hours only, limited’ etc will get your audience moving quicker and opening your email. Don’t give your audience an option to wait and read later. Get them to read now.
- Personalisation
Personalising the name or location will be more powerful and more likely encourage opens. All you need to do is make sure that your audience submit their names as they sign up to your newsletter. Then add the personalised touch in the subject line.
For example, “Vanessa, inside your special Christmas voucher on us” has a great impact than “Special Christmas voucher inside”.
- Negative Marketing
Subject lines that actively ask your audience NOT to do something, but in a clever way will invoke the curiosity in them as they will want to know why they can’t do it. “Don’t buy a gift voucher this year”, what’s this telling you? Instantly you will want to know why. Yet once they click open, you can provide your audience with valuable content and then follow up with ‘Don’t buy a gift voucher this year, unless it’s from us”.
- Ask Your Audience a Question
A question speaks directly at your audience, whilst sparking curiosity. It stops them from scrolling through their inbox and gets them thinking about the question you have just asked them. You can see how this is a powerful way of posing a subject line.
- Numbers and Lists
We are naturally drawn to numbers and lists. They are attractive to the logical side of our brains. Having them in the subject line lets your audience know that inside your email is a clear and concise list that they can read quickly and get information from. Winner!
- Avoid Spam Words and Phrases
Anything that sounds or looks like spam will end up in the junk folder, or if not, it will still be avoided like the plague. We are now very switched on as to what sounds like spam, and we know how harmful that can be! Have a look in your spam folder so that you can get an idea of what sounds like spam and what you should avoid writing in your subject line. For example, ‘BIGGEST ever sale on now’ isn’t going to get you to open it. Whereas ‘Top 7 tips to financial freedom’ will!
- Make Them Feel Special
Make your audience feel special by sending something to their inbox that sounds as if it has been designed and sent just for them. For example, sending a personalised birthday voucher on their birthday.
Segmentation and Testing
If you want to truly find out what will work for your audience, then try split testing. To read more on split testing, check out our handy blog here.
You can also use different subject lines depending on which segment you are sending to. This will help you to tailor your subject line to each of your audience’s needs creating a far more personalised experience. Wahoo!
For more advice on email subject lines, get in touch with us at transpond today.