To many people, the subject line of a campaign is simply an afterthought and is only considered when they are sending the campaign. More focus can sometimes be placed on the actual content of the campaign. Remember, if you can't get your recipient to open the email, no amount of great content is going to get your message across.
So, how can you make those precious few words in the subject line grab your recipients attention, create interest, and make them want to open your campaign? Below are some principles that work:
Keep it Simple
Keep it short and simple. Write your subject line so that there are fewer than 10 words; fewer than 5 is even better. Keeping your subject line down to a few words will make your email seem more credible.
What's in it for them?
Your prospects are always interested in one thing: What's in it for me? Write with that in mind -- which means write about the benefits that matter to them, not features that matter to you.
You Who?
While it's generally a good thing to use the word "you" in persuasive copy, it's a spam predictor in subject lines. Few people use the word "you" in emails to colleagues; spam uses it frequently. The closer your subject line comes to the tone of ordinary email, the more likely it is that your message will be opened.
Don't Do It!!!
Don't use exclamation points at the end of the subject line. Rarely do you see personal emails that need that kind of "noise" to grab your attention. Do use question marks, if doing so makes sense. Questions are much more engaging than statements.
Avoid Sales Language
We have been so inundated with slick sales stuff that it now is an automatic turnoff. Avoid words like "limited time," "free," "opportunity," and "only." Doing so may hook some; it will turn off many more.
Love at First Sight
Not every email client has a preview, nor does everyone who has a preview have it set to preview. The important thing to remember, though, is that whether the first part of the message is seen in a preview or when the email is first opened, it still has to grab your recipients' attention and engage them to keep reading.
Extracts of this tip have been taken from Bryan Eisenberg's great article on ClickZ.
