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Email Marketing Best Practices: It Starts with the Subject Line

Email marketing is one of the most effective, and economical ways to reach out to your business’ target audience. And, just as the headline plays an important role in content marketing, so does the subject line in email marketing. Keep reading for some email subject line best practices that are sure to call attention.

Your Subject Line: The Ultimate Call to Action

Email subject lines are your ultimate calls-to-action. A full 35% of email recipients will open an email, just on its subject line alone, so a strong subject line can be just the push you need to drive conversions.

Personalization Matters

“Names are the sweetest and most important sound in any language.” Dale Carnegie’s influential words remain as relevant today as they did 100 years ago. They’re possibly even more important in the digital realm, which can seem cold and impersonal all too easily.

Whenever possible, personalize the subject line of your email. Not only does this simple practice increase open rates by 2.6%, is just might brighten someone’s day.

The Words You Include Matter

Some words are better than others, that’s no secret. But the words you use in your email subject line can affect everything from open and click rates, to how many people unsubscribe from your mailing list. So choose wisely. And be sure to check out this list from mailup.com of some common email subject line words, and how they perform in the wild.

Keep It Short

Subject lines with fewer than 10 characters have an open rate of 58%. Enough said.

Don’t Be Deceptive

It might seem like a good idea, but you know who adds tags like FWD and RE to email subjects when they don’t belong? Spammers. Not only are deceptive subject lines annoying, but they can hurt your entire campaign: once enough recipients mark your email as spam, emails from that address will begin to be filtered by the service provider’s spam filter. That’s definitely something you want to avoid.

Be Very Specific

Instead, opt to tell the reader exactly what the email is about. Your subject line is your email marketing call-to-action, remember. And just like any other CTA, specificity is key. For example, if you’re business is running a Fall sale, don’t simply put “Sale!” in the subject line, use something like “Jon, You Can Save Up To 50% at [your store] Now Through Oct 31.”

Don’t Recycle the Same Subject Lines

If you’re using the same subject line over and over again, people will begin to tune it out. Unlike other forms of marketing, repetition will do you no favors when it comes to email. Opening, reading, and acting/responding to an email is a much more active process than say, hearing an ad on the radio. And people are busy. So keep your content fresh.

Some More Things To Try

Using brackets or unicode to set off words or phrases may lend urgency or emphasis to your message. While one copywriter found that putting her company name in brackets [Like This] at the end of the subjects lines gained a boost in open rates, your mileage may vary. Likewise for unicode symbols.

Ultimately these are aesthetic choices, and whether you should use them or not depends on your message, and most importantly, the preferences of your target audience. If they might like it, give it a try.

Now that you’ve brushed up on your email marketing subject line skills, get out there and send some emails. Experiment with a few A/B tests, and find what works best for you.