Write Effective Email Subject Lines

Published August 19, 2009 in Copywriting , Email marketing - 0 Comments

One of the most important aspects to any email is the subject line. If it is not done right, you negate the whole reason for sending the email in the first place. In other words, you should spend as much time crafting a good subject line as writing the email itself, if you want the email to actually get opened, read, and acted upon.

Having a well-thought out subject line for your email is more important than ever. Here’s why.

First, people are wary of spam. Spam filters clear out most, but not all, spam. So as a legitimate email marketer, you want to avoid all appearances of a “spammy” email, and this begins, not surprisingly, at the very beginning.

Second, every good email begins with a promise… implying that the email is worth the reader’s time to invest a few minutes in reading. You may not know this, but most people scan through their email inbox and decide what looks most important. Most people never read all the emails they receive. By crafting a compelling subject line, you increase the chances your email will be read.

Third, even legitimate email marketers have resorted to “tricks” to get emails opened. While these may work in the short-term, in certain fields they have been used so often that readers tire of them. One approach that always works is to give the reader a taste of what they will get inside. There should be congruity between the email subject line and the body of the email, in the same way that a newspaper story headline should have continuity with the actual story. By avoiding “tricks”, you will stand out from all the other short-term minded marketers who use tactics without considering the long-terms effects of burning out their readers.

Email marketing can be a very effective medium for getting the word out to your prospects and customers, and the care with which you craft your email subject lines can make or break your email marketing campaigns.

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