The most difficult part of writing an email isn’t coming up with copy. It isn’t trying to figure out what you should promote or offer. It’s not finding people to send the message to. The most difficult part is writing the email subject line.
Your subject line is the first thing consumers see and will be the reason they interact with your message. A successful email title grabs the attention of customers and intrigues them to read more. The email’s content can provide them with details and your contact information.
But how do you write a subject line that stands out? Here are five steps to help you get started.
1) Don’t Forget About the Subject Line!
This may seem a little too simple, but it’s very important. The rest of the message means nothing if there is no action seeking consumer engagement. It also sets the tone for the content. 64% of users say they open an email because of the subject line.
2) Be Crystal Clear
Don’t hide what you are offering, announce it. Let your audience know the moment they scroll through their account what your message is about. One study found that emails with direct subject lines were 366% more likely to be interacted with, than emails that were vague or trying to be creative.
3) Be Clear AND Concise
Keep your headlines simple. People’s attention spans are short. The more words you use, the more likely you are to lose the reader’s interest in the message. A study from Adestra said, “subject lines fewer than 10 characters long had an open rate of 58%.”
Also, concise subject lines are also more likely to be shown in their entirety. Your web browser may allow you to read a full subject line, but most mobile browsers only allow about 50 characters to be shown per line. 65% of all email is opened first on a phone, so keeping a subject line intact is vital.
4) Personalize It
People feel that your company is looking for them specifically when they see their name in an email. We’ve talked about customer engagement before, and how important it is for consumers to feel that they are connecting with a business. Calling a customer by their first name is an easy way to build that bond. In 2012, MarketingSherpa.com found that personalized emails received 17% more interaction than emails with generic subject lines.
5) Make it Urgent
Consumers will interact with email that conveys a sense of urgency. The thought that a promotion might be missed creates pressure and customers are more likely to take immediate action.
Nick Pizzolato is the Marketing Content Manager at Wicked Local Media Solutions. For questions, topics for future blogs, or to share your favorite moment from the film “Back to the Future,” email him at firstname.lastname@example.org.