Latest News > July 2008

Subject Line that Get Emails Opened

It doesn't matter how brilliant your email copy, how fantastic your specials, or how tempting your discounts – if your readers never open your emails, they won't know a thing about them. A low open rate on your email reports indicates that you are losing potential customers with each mailing. So how do you entice readers into opening up your mailings?

Here are some fantastic ideas for subject lines that get emails opened.

Be Specific

Many email subject lines are simply too generic to generate real interest. "Sale" is boring. "Sale – 75% Off!" is more compelling. "75% Off Women's Blouses" will reel in anyone who is at all interested in your offer. Your subject line should summarise the contents of your email as specifically as possible.

Suggest Urgency

People hate to miss out on great deals. Everyone has a story of "the big one that got away." If a reader feels like the clock is ticking on an offer, he or she will be more likely to jump on it. For example, "Monday Only: 75% Off Women's Blouses" will get some pulses racing.

Make Them Curious

A touch of mystery can tickle your readers' curiosity, spurring them to open your emails. Just don't go overboard with this – there's a narrow line between being mysterious and being vague.

Make Every Word Count

Effective email subject lines are short and sweet. You have between 5 and 10 words to make your point, and the fewer words it takes to get there, the more successful you'll be. Don't waste space by repeating your company name or using unnecessary words. Succinctness is key.

Have Some Fun

Especially when dealing with a younger, hipper audience, try to bring your company's personality across in your email subject lines. As long as you adhere to the other 4 guidelines, don't be afraid to play on words or seem a little silly. If you bring a smile to your readers' faces, you're more likely to boost your open rates.

By following these five guidelines, you can greatly improve the reach and effectiveness of your newsletters and marketing emails. Email subject lines should draw readers in, while accurately reflecting what they'll find in your newsletter. If your open rate could use some improvement, start testing the effect of changing your subject lines today! Need some assistance with your email marketing? Let us help; call 020 8238 2401.

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