You know the old saying “You won’t get a second chance to make a great first impression,” well that adage is magnified exponentially when it comes to email campaigns. And speaking of first impressions, what is the very first thing a recipient reads after clicking on her email inbox? The subject line.
An uninteresting subject line in a sales email will likely cause the email to not be read. think of your subject line like the headline in a magazine article. If you follow these 5 key points you will boost your email campaign’s success rates by prompting recipients to actually open your correspondence and further yet make a purchase.
- Make your subject line personal
Nothing catches a person’s eye and piques interest quite like their name. Utilize the recipient’s first name in the subject line and watch your campaign’s success rate increase. If you are unable to use a name, try utilizing a personal pronoun like “you” instead.
- Avoid cliché sales terms
You have seen or heard those commercials with the big voice guy shouting “Sunday, Sunday, Sunday!” well don’t be that guy. Try your best to avoid appearing to be a spam bot by eliminating cliché terminology. Additionally never, ever use the word “free.” It triggers spam filters so your email may not even reach the recipient’s inbox.
- Keep it pithy
A good subject line should whet the taste buds not fulfill an entire appetite. Keep your subject line to less than 50 characters – yes that’s characters not words. The shorter the better. Think about the emails you receive. Would you even read an email that has a subject line that fills the entire screen? You don’t have the time nor do your customers.
- A sense of urgency
Possibly the most important factor in your subject line is time. Try to express urgency by using pertinent and time sensitive information. An example “John you have only two days left to save big.” Or make your potential customer want to act immediately because supplies are limited. If he believes scores of people are taking advantage of your offer, he’ll want to open the email and learn more.
- Be specific
Vague references and hard to determine meanings have no place in email subjects – actually they should have no place anywhere. Always ask yourself, “would I open this email?” Be as specific as possible because folks are busy and don’t have time to waste deciphering cryptic email messages.