Email was once thought of as a dead marketing practice, but as businesses started realizing the potential it has to convert online visitors into customers, and one-time customers into repeat customers, it is quickly making a comeback.
So, what is the most important part of making your email marketing campaigns successful?
While there are various parts that go into creating a good email template, your subscriber(s) will never see any of your hard work if the subject line doesn’t spark their interest leading them to open the email. In fact, many email marketing campaigns fail because of ineffective subject lines.
Unopened newsletters, promotions, etc. lead to quick “unsubscribes” and to your future emails ending up in spam folders.
For this reason, it’s so important to understand not only why subject lines matter, but how to make yours an effective one.
Understanding The Importance of Subject Lines
Your job is to compel your readers to click on your emails and take your desired action inside.
Subject Lines are the first glance a reader has to the topic at hand. Email subject lines are similar to how a news headline or a book title needs to grab your attention before you spend the time reading it; a great subject line will have your readers wanting to learn more, while a boring subject line will leave your email sitting unopened in your subscribers’ inboxes.
As important as subject lines are to your email marketing efforts, and your ability to increase open rates, do not use misleading subject lines.
A misleading subject line can damage trust with your readers and your brand image. The last thing you want is for someone to feel cheated or tricked into opening up your email and end up sending you to spam.
As more and more small businesses start to understand the benefits of email marketing and begin to implement it for themselves, no issue weighs heavier on their minds at the time of execution than what to put in the subject line.
Again, it’s important to reiterate that at the end of the day, it doesn’t matter how much time and energy you’ve put into the email itself, if no one opens it.
Email Subject Line Tips To Get Your Emails Opened
Keep Them Short
Ideally, subject lines should be 4-7 words.
The idea behind using a few words to describe your email is to pique your readers interest, but not give so much away that they don’t open up your email at all.
Depending on your industry, it’s likely that many of your readers open your emails from their mobile phones and how they see a subject line is very different from a desktop user.
Email subject lines that are too long will get cut off on mobile devices. iPhones show about 35-38 characters, while Androids show about 33. This number can also vary depending on what email platform your subscribers use.
It’s important to keep all of your subscribers in mind when writing out your subject line. Don’t forget to A/B test as this can help you find out what your audience prefers.
Much like numbers in blog headlines, numbers in a subject line have a way to make us read what follows it. We are especially drawn to it if the words following the numbers are “tips”, “ways”, “methods” etc. that will provide us quick answers on the topic.
Lists are easier for our brains to process than multiple paragraphs while promising an easy read.
Add An Emoji
Using emojis in an email subject line has several benefits, one being that it saves space. By using an emoji instead of a word, you’ve cut down your character counts which is crucial if you want your entire subject line to be seen by mobile users.
Emojis can be a great way to stand out in your subscribers’ inboxes, but be careful not to get carried away. Be sure that using emojis is appropriate for your audience and if so, ideally use only 1-2 emojis in your subject line.
Creating a sense of urgency in your subject line creates an emotion of “I need this now before it’s gone.” Urgency helps compel your audience to click faster than they usually would.
However, we do not recommend doing this for every email. It’s unlikely that every email you send will be an urgent one and your subscribers will start noticing this, which will lead to a lower open rate.
A Few Examples of Killer Subject Lines:
Here are a few examples of real-life email subject lines that you can use as a guideline:
- 8 tips to refresh your home for summer – At Home
- Shoe Flash Sale: 50-70% off, today only – Macys
- How To Stretch Your Marketing Budget – BoF
- Calling All Brides-to-Be 💍 👰 – Zazzle
- The 🔑 to a Memorial Day stay-cay – Winc
- Want to get Mom something Special? – Groupon
When it all comes down to it, you could have the perfect product for your ideal audience and send it at the best time for them to see it in their inboxes, but if no one is clicking on your email, the rest doesn’t matter.
If you need help with email marketing, don’t wait until your subscribers start classifying your emails as “spam,” contact us today!