Three Sure Ways to Improve Your Subject Lines
In email marketing, the importance of your subject line can’t be overstated. It’s the second most important factor in determining whether or not people open your emails, after the From address.
You’d think there’d be some set of rules about how to write the best possible subject line given that it’s so important. But, alas, there isn’t. You can’t go by rules, but you can stick to guidelines.
You can write subject lines that will get past spam filters, into email inboxes and emails opened if you follow these three pieces of advice.
Make sure your subject line is relevant
It takes more than a person’s name in the subject line to be relevant. If it’s June and your B2B customers are focused on the ending of the fiscal year, use a subject line that’s relevant to that concern. Or if it’s Friday afternoon and you’re an outdoor retailer marketing to your plan-at-the-last-minute young, male audience, you’re relevant when your subject line ties right in with them wondering how they’ll spend their Saturday.
Make sure your subject line is appropriate
When we say “appropriate,” we mean to both your email content and your audience. Your subject line must reflect what’s in the email, and work for your audience. It’s the promise of what they’ll find inside. An email newsletter will do better with an informational subject line, while a slightly more sales-y subject line works better for an email promotion. Subject line length comes into play when you’re being appropriate too. A newsletter can have a longer subject line. A promotional email performs better with a shorter one.
Make sure you test
Just as we can’t overstate the importance of the subject line, we can’t overemphasize how important it is to test, test and test again. Be clear on what your goals are: You might get a higher open rate with one subject line, but a higher conversion rate with the other. Then use A/B testing to determine your best subject line.
No, we can’t give you hard-and-fast rules that guarantee you write perfect subject lines. But these three tips are surefire ways to improve your subject lines! And testing will help you improve even more!
When it comes to subject lines, there is always room for improvement. Make sure you stay relevant, your subject line is appropriate for your email content, and always, always test!