10 Tips on Writing Email Subject Lines that Work
"Save 50% on SEXY new software and get a FREE gift when you act now!"
By my count this subject line violates at least 10 principles of good subject line writing. If you're curious what they are, the answers are at the end of this post.
Guidelines for getting through
The subject line is the most important part of any email. Yet too often, brands and agencies that write their emails are cavalier about how they approach them. While best practices for subject line writing continue to evolve, there are tried and true guidelines every brand should follow. If you're pressed for time and prefer video to reading, check out this 60 Second Video on Subject Lines.
But if you're one of the few who still prefer to read, here are 10 tips. Of course there are lots more. If you’re interested, ClickZ is always a great source.
- Limit your subject line to 60 characters. That's about six words. I've already said too much.
- Communicate a benefit to the reader. What a concept. This point was never made so well or so humorously as it was by Kermit the Frog in this classic clip from the Muppets Take Manhattan.
- Include your company name in the subject line. Yes, I know what you're thinking. It's already in the "from" line. The fact is open rates increase dramatically when you include your company name as part of your subject. For fast scanning eyes it qualifies your email as legit.
- Integrate popular key words to validate your message. Of course, those words will depend on your industry and target. But basically the same rules that apply to good search, apply here.
- Convey a sense of urgency or an offer without using words that will wake up a spam filter. You'll find a laundry list of words you should avoid on THC's blog in the post by Sia, Top 100 Words You Should Never Use in the Subject Line of an Email.
- AVOID USING ALL CAPS. Not only is it annoying, it means your email will never reach your audience - guaranteed.
- Speaking of "guaranteed," don't use it. It's a SPAM magnet.
- Never use exclamation points. There are better ways to express urgency.
- Say something to interest your reader. Even people who subscribe to company emails routinely trash them or label them as junk. In a recent E-Maketer.com study, 41% of those surveyed said the reason they reported e-mail as spam was because it simply did not interest them.
- Test different subject lines. Conduct an A/B split test. This is the best way to improve your results.
The Bottom Line on Subject Lines
So what's the magic formula for a winning subject line? Its pretty close to what Kermit so wisely advised the ad agency in the Muppets movie, "Just say what your product does." Or as chimpmail puts it, "your subject line should describe the subject of your email." Pretty simple. In support of their advice, MailChimp has a comparison list of subject lines with the best and worst open rates.
Above all—and this flies in the face of every bone in a creative person's body—resist the urge to be clever. Subject lines are not ads. Embrace clarity instead. Your readers will thank you by, well… reading your email.
Answer Key
OK puzzle lovers—here you go. My opening subject line contains the following 10 flaws. 1) "Save" gets trapped by spam filters. 2) "50% off" also triggers spam filters. 3) ALL CAPS are a giveaway your email is spam. 4) Any words related to sex are a no-no. 5) Cap FREE or just "free" is strictly forbidden. 6) So is "free gift." 7) "Act now" will send your email to spam land in a nanosecond. 8) Nothing shouts spam like a few exclamation points!!! 9) The subject line is more than 60 characters. 10) The subject line does not contain the sender's company name – not fatal, but a missed opportunity.
