characters could be all that stands between you and the success of your
next email campaign. Why? Because 50 characters is all the space you
have in a typical subject line – to catch the attention of your reader,
entice them to open your email and take action. With so much at stake,
marketers need a quick and proven reference tool for developing subject
lines that get the desired
result: opened emails.
rules be your guide.
Rule 1: Read the Newspaper
you want to develop subject lines that result in higher open rates, pick
up your local paper. Headlines usually highlight a story’s most
important point with brevity, while taking the audience into
consideration. Use that approach to make your subject lines short and
intriguing enough to compel your subscribers toread your emails.
lines should clearly state what your readers can expect from your
email, what’s in it for them and what you want them to do as a result of
the email. And your subject line must stand out from others in your
customers’ crowded inbox in the most relevant way. Emulating the
headlines from newspapers can be a good starting point in the
development of subject lines.
Rule 2: Focus on the Objective
is the objective, or end goal, of your email marketing program? In most
cases your end goal is not necessarily high open rates, but rather to
have subscribers take a specific and measurable
what that one action is, and make sure your subject line will achieve
your objective. For instance, if your goal is for recipients to purchase
from your online store, don’t use a subject line that is informational
in nature. Instead, use a clear call-to-action that emphasizes their
opportunity to make a “must have” purchase.