Shovi Websites – Answering the question, “What’s the Subject Line?”
By: Shovi Websites
“What’s the subject line?” is the #1 follow-up question I have for clients who send us content to format into an email campaign, especially when they’re new to email marketing. (The #2 question is usually “Who is going to be in the ‘From’ field?”). The topic of subject lines has been extensively covered, but I want to focus on that very first email campaign you’re sending out: the one that’s likely going to get the most unsubscribes, the most bounces, and will ultimately set the tone for how your remaining subscribers are going to react to future campaigns.
In short, this one’s gotta be good.
So I reached out to some seriously-smart email marketers for their take on how to approach this critical first campaign. This is the hypothetical scenario:
Here’s what expert email marketers had to say:
My example subject line: “Introducing [product name] from ABC Company”
The point of your first email is to welcome new subscribers to your list, and to show how much you appreciate them signing up. It’s very important to tone down the marketing language, and instead “warm up” the subscriber. There will be plenty of time for selling later on. For now, you have to make a good first impression, and that starts with the subject line.
A subject line that goes in for the sale too quickly, or is too dry or marketing-like (e.g., “Introducing [product name] by ABC Company”), will cause your email to be deleted or considered spam. I’d suggest something as simple as “Thank you for joining our mailing list.” Or maybe something more fun, like “The best thing you did all day was join our mailing list!”
Both have a human tone, both are engaging, and most importantly, they put the subscriber first, not the sender. It’s just a question of preference: The first has a warmer spin, and the other is more exciting.Just remember: It’s not just your first email that should have an engaging subject line…they all should.
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