There is plenty of room for improvement when it comes to subject lines for email marketing campaigns. Since people are likely to scan through their email box looking for relevant content, using language that is both interesting and makes the reader want to open the email is essential.
What is an email marketing subject line?
Simply put, the subject line of an email is what you type at the top of the email when you send it. Essentially, it is the first thing your reader sees before getting into the content of the email.
It is pretty evident that your email subject line is going to be one of the most important parts of your email marketing campaign. Therefore, it is important to write the best possible subject lines for your campaigns. How do you write the best subject lines for your emails? Let’s find out together.
Make It Actionable
One of the best ways to write a compelling subject line for your email is to make it both interesting and actionable. You want to grab the reader’s attention and make them want to take some sort of action. For example, if you are marketing a product or service for the luxury industry, you may want to use the phrase “buy this product” or “order this service”.
If you are pitching your product or service in the financial industry, you may want to use the language of “invest in this company” or “subscribe to this magazine”.
What makes an email marketing subject line?
To start, make sure that the subject line is relevant to the email and contains the right amount of useful information. Next, develop a tone of voice that is consistent with the email content. Many marketers find that using a bland voice in email subject lines and the rest of the content tends to work better than using a flamboyant voice. The final step is to test the subject line to ensure that it is both interesting and persuasive.
How would you know if a particular subject line is interesting? You would need to test it by seeing how many people are opening the email and how many people are actually reading the content. Not every email opens, so you need to consider this when you test subject lines. On the subject line testing front, you also need to consider the type of email client people are using. Many individuals, for example, tend to skim email subject lines, so you may want to avoid using long sentences and complex language.
As for persuasiveness, you would need to consider how likely your reader is to perform the action you are urging them to take. If you are marketing to the general public, you may want to consider using language that is simple and appealing. When people are bombarded with emails daily, you need to consider both the appearance and the content of your subject line to make sure that it is memorable.
Make It Easy To Understand
When someone opens your email and doesn’t have the time to ponder over your subject line, you immediately lose credibility with them. When you write an easy-to-understand subject line, you are also giving people the information they need with the least amount of mental engagement. If someone can’t understand what you are saying, they are not going to appreciate what you have had to say. Therefore, make sure that your subject line is as clear and concise as possible.
To write an easy-to-understand subject line, you need to start by considering your audience. Who is the email intended for? What do they need? What do you want them to do?
As for the appearance of your subject line, you need to keep it short and to the point. When done well, a short subject line appears to be simple and elegant, which is everything you would want it to be. Avoid using long sentences or complex language when possible as this can make your subject line harder to understand. For example, if you are writing to a business audience, using the word “click” in your subject line is a bad idea, as it can seem very frivolous. You may want to consider using “Learn more” or “Find out more” instead.
An easy-to-understand subject line enables you to keep the tone of your email consistent throughout the whole message. This in turn makes it easier for your reader to complete your intended action. For example, if you are writing to convince someone to buy your product, but you use slang or a joking tone in your subject line, it can seem like a fake offer. You may want to reword your subject line to keep the same tone as the rest of your email.
People can get really creative with the subject lines of their emails. If you open a Twitter account and search for the word “subject”, you will see numerous examples of people abusing this hashtag.
While you need to keep your email marketing subject lines relevant and interesting, you also need to allow for some degree of creativity. People like coming up with clever ideas and seeing others’ ideas implemented. So, give the creative ones among your colleagues a free reign when it comes to brainstorming subject lines. You can also ask the creative ones among your audience for some helpful suggestions. If you want to write a creative subject line, you need to consider the type of content you are creating and the email’s recipient.
Since you are marketing an idea or concept, you may want to consider using a word or phrase that is both creative and fitting. For example, if you are marketing a new type of eco-friendly disposable baby diaper, you may want to consider using the phrase “green diapers” in your subject line or “eco friendly”.
If you are pitching in the financial industry and want to write a creative subject line, you may want to use a metaphor or simile to make your point more appealing. For example, you may want to write “Invest in this company” or “Sign up for this newsletter”. When people see these types of phrases, they tend to think of something different than what is stated. By using a metaphor or simile, you can also allow for some wiggle room when it comes to your intended action. “Eco friendly” is a great example of a creative subject line used in an email marketing campaign,
There are so many different situations where you may want to write an email marketing subject line. Some marketers believe that matching the email’s content and subject line is crucial to effective marketing. Matching the tone of your voice throughout your email marketing is also important. Matching the appearance of your subject line and email is also essential. Make sure that these elements are consistent and that they are all working together for a seamless email experience.