Constant Contact – 15 Truths You Must Know To Create Almost Perfect Subject Lines
By: Constant Contact
Ah subject lines…
Those less than ten-word phrases that can often make or break an email marketing campaign that took weeks to put together—aren’t they a joy to create?
I wish I could tell you that somewhere out there is the perfect subject line, one that could send your open-rates skyrocketing and make opt-outs and spam reports ancient history, but I can’t.
I can tell you, however, that creating almost perfect subject lines is possible and it starts with understanding certain truths about your readers—15 truths to be exact.
1. People won’t act unless told to do so
Before sending your newsletter, stop and ask yourself: What action do I want the recipient to take?
That action won’t always be one that has an immediate impact on your business (buy now!) but it should be the first step in some path toward driving real results from your email marketing. Keep in mind your subject line will be the first impression you’re email has on your reader—making it your first call-to-action will improve the likelihood of that action being taken.
2. People are skeptical of most emails
The best way to overcome this skepticism is by thinking about why your subscribers signed up to receive your emails in the first place. (If you don’t know, then you may want to consider sending out a survey to your customers about the content they want to see more of or even start sending a survey as part of your initial “welcome” email.) Once you’ve figured that out, you can alter your subject lines to better suit their interests.
3. People do NOT like to have their time wasted
I don’t need to tell you how much people value their time. When it comes to your emails, you have at most, only a few minutes to get your message across. When it comes to your subject line, you have only a few seconds to capture their attention. It’s no surprise then that subject lines with less than 50 characters have open rates 12.5% higher than those with 50 or more, and click-through rates are 75% higher.
Keep in mind the typical inbox preview pane will only show 30 to 40 characters (the typical mobile device shows around 15 characters). If possible, shoot for 25 to 40 characters or 5 to 8 words.
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