Creating subject lines is not easy. It is just that so much depends on it: a big part of your audience will decide to open or your message or not based exclusively on the subject line.
In fact, seven seconds is all you get to create a lasting first impression through your subject line.
Bit of pressure, huh?
That is why some specialists say you should spend 80% of your time crafting the subject line and 20% on the rest of your message. You don’t need to do exactly this, but you get the point: take your time with the subject line. It is extremely important, for it could either make or break you.
To make your task a bit easier, follow these useful tips about what to do and what not to do when it comes to creating this important asset:
Include a clear Call to Action – People receiving your message should know what to do after reading the subject line. Remember, you don’t just want them to open your email, you want them to participate, engage, click, vote, interact. Make this very clear right in the subject line.
Customize your subject line – In the midst of overflowing inboxes, seeing a familiar element makes a huge difference. Using your contact’s name, for example, gives your message an advantage over all the other generic messages.
Go straight to the point – Creativity is great, but don’t let it distract you from what your email is in fact proposing. You should always try to be creative, but keep in mind that your main information must be very clear. Try to keep this key aspect at the beginning or towards end of the subject line: people tend to be focused on the edges.
Make yourself understandable – This point is regarding the previous one: don’t use words or slangs your contacts might not understand. People scan messages in their inbox, so make yours pop out with a very clear proposition. Otherwise, there’s a big chance you’ll be ignored.
Try different approaches – You found the perfect structure for your subject line, something that’s clear, straight to the point and is working amazingly well. Great! But don’t be afraid to change it. Try different approaches, because always starting a message with the same opening line can become predictable with time. If you found a good structure once, fret not, you’ll find it again.
Beg for clicks – Come on, you’re better than that. Nobody likes to see this kind of despair, especially in a newsletter’s subject line. Whoever signed up for your newsletter is interested in what you have to say. If people start thinking you need them more than they need you, they’ll see no reason to keep subscribing to your messages.
Be too vague…or too specific – Too little information and people won’t be interested in bothering to open your message. Too much information and they won’t have to open your message, after all, you’ve just said it all right at the subject line. Try to ride in the middle: give them enough to keep them interested and want to engage with your content. Try to think of the subject line as trailer for a movie: it show some important things you’ll be seeing, but does not spoil the movie (hopefully).
Make promises you can’t keep – Email marketing is all about sending messages you would want to receive, to people who have asked to receive them. The subject line is a big part of this, and it must reflect the content of your message, so don’t promise something that is not on your message. Breaking this pact of trust between you and your readers will only do you – and your brand – serious harm that cannot be undone.
Need some help? Try using Mailee.me’s Subject Lines Spreadsheet to get to the next level of subject line crafting.
With information from here.