What’s in a subject line? Everything! The subject line is the key to your CTA. Want to drive prospects to the body of your email? Let’s take a look at ways to make it happen!
Email deliverability in most cases is largely dependent on the subject line. Essentially, email subject lines determine the open and click rates of an email. Achieving email success often depends on incorporating the right word order and word selection which ultimately determines whether or not a reader will open an email or send it to the trash file, or worse, the dreaded spam box.
Curiosity, Real Estate and the Fundamentals
Inciting curiosity onto the reader is a key tool in the marketer’s arsenal. Email subject lines are prime real estate, and when curiosity sets in and gets prospects saying “Yes, I want to learn more”, marketing has really achieved its goals.
Email subject lines are important elements to focus on because what we are essentially asking for is a time investment from our readers. From this perspective, proper email execution starts with a powerful as well as meaningful subject line. Below are four subject line fundamentals that will aid you in producing high performance emails.
Value.
Is the message that’s being promised valuable to the reader? In other words, is the message demonstrating something that is useful and that will somehow help the reader in terms of filling in a needs gap?
Offer.
Does the reader automatically know what is being promised to him or her? Is the email subject line specific enough that it immediately reveals the offer?
Unique.
Is the message compelling and engaging? Does the offer present something that is different from anyone else offering a similar solution?
Urgency.
Does the subject line have an element of urgency? Is there a feeling of a time constraint?
Best-in-Class performers can answer “Yes” to these questions with 100% proof and certainty.
Here are a few samples of effective email subject lines that incorporate these 4 elements:
1. “eBay has been hacked – here is what’s going on”
2. “Get it while you can: Additional 50% off!”
3. “9 ways to leverage rebranding and retargeting”
4. “Do you use giveaways in your content strategy?”
5. “5 things you don’t know about email marketing – but you should!”
Shorter is Better
The simpler and to the point a subject line is, the more it gives the reader a reason to read further. Cheesy phrases and long messages in the subject line deter readers from engaging. However, content that is short, to the point and clearly identifies the sender stands out in a recipient’s inbox when compared to tactics that go beyond the fundamentals in order to squeeze out the kind of information that can be saved for later in the body of the email.
Remember, don’t underestimate the inquisitive behavior of your customers. Effective subject lines are the key to your marketing success.
