Email Subject Lines: 10 Rules to Write them Right, Part 2

And, the final five are:

6.  URGENCY DRIVES ACTION:  Set a deadline:  “Order by midnight tonight;” “Last day to ensure Christmas delivery.”  Use urgency and deadlines as part of a planned series of emails as well.  For example, on Monday incorporate “5 Days Left…” and then on Thursday follow it with “Only 24 Hours…”.

7.  “FREE” IS NOT EVIL:  Yes, you can use “free” in a subject line.  Just don’t make “free” the first word, use it in conjection with an exclamation point, or spell it in all caps because you could get caught by spam filters.  People still respond to “free” so the increase in orders or other actions almost always outweighs the messages lost from filtering.

8.  LEAD, BUT DON’T MISLEAD:  Don’t stretch the truth in the subject line or promise more than the email can deliver or make grand claims that readers will find hard to comply with in order to get a special offer or benefit.  Readers will distrust you if your subject line doesn’t reflect the email’s content.

9.  CONTINUE THE CONVERSATION:  Sending email more frequently than monthly or quarterly helps you create a conversation with your readers.  Your tracking reports should show you what their crucial or hot-button issues are, what kinds of topics get them opening and clicking more vigorously.  Feature those keywords or issues prominently in the subject where appropriate- first or second position- to capture readers’ attention.

10.  CAN YOU PASS THE MUST-OPEN / MUST-READ TEST?  The days when people opened absolutely everything that landed in their inboxes are long gone.  Now, you have to intrigue them.  Appeal to their need for information, to be an insider who is “in the know.”  Go back to Rule 9.  If you have created a conversation with your readers, a reference to it in your subject will intrigue them into opening your email to see the next installment. 

CONCLUSION:  Much to Learn… Much at Stake.  Yes, this seems like a lot of fuss over 50 little characters.  But, those 50 characters may have a significant impact on you email’s success.  Therefore, it pays to get them right.