How to write great email marketing subject lines

How to write great email marketing subject lines


So you are getting ready to send an email to your client or prospect list, do you know what to put in the subject line?

Any email marketing campaign invokes what I call ‘Alistair’s law’ – do to others what you would like done to you.  In other words what makes YOU open any marketing email that you receive? The subject line may be short but it has probably the biggest impact on whether your campaign will succeed or fail, so give it some serious thought.

Below our top 8 ways to create a superb subject line;

Time

Give it some time to get it right, if necessary write the email THEN add the subject line, don’t just rush into it.

A/B Testing

The mail system we run – mailPDQ  gives you the chance to test A/B which subject lines work best, try it out and use it either on the actual send or a few days before take say 10 email and A/B test those first.

The best thing about split testing is that the results will generally surprise you and will lead you to write better subject lines in future as you understand your audience and what they need.

Personalisation

Again our email system – mailPDQ gives you the opportunity to add the first name or company name of the subscriber in it.  These emails have always historically performed better than those that just have a subject line.

Urgency

If your email is about a special offer, add a time limit – “ends this Friday”, then set up a series – “just 1 day left to claim”.  The basic rule, urgency increases action.

Be aware of spam

Don’t write with free, enlarge, cheap etc . These will just end up in the spam filter and your efforts wasted, our system mailPDQ (insert link) allows you to spam test emails before they are sent, use it.

Subject line, is it good enough?

Before you send, do a test (to yourself) and ask is this the best I can do, does it do what it says on the tin? If not the go back to the start – don’t waste this effort.

Relevancy

It follows if the subject line isn’t relevant to the recipient then why send it, it also means that the subject line reflect the content of the email.

Space

Don’t waffle, get to the point in a succinct way, clear concise and accurate with remarkable email content and you are sure to increase the open rates.

So whats the best subject line you have seen, any other tips you would like to share? Please leave in comments….

earlier posts from our blog: email Marketing top tips

Shameless plug – we run our own email marketing system, you can read more click here and sign up for our newsletter below.

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