Two Seconds, Two Words, Today – the 2-2-2- rule – applies when someone receives your email and those words will determine if your email will be deleted, opened or read. Your subject line can be a key factor in your open rate.
Before you hit send on your next email, here are some tweaks to consider:
1. Shorter Is Better
What good is your subject line if people can’t read it? Keep your subject simple by keeping it under 40 characters or about five to eight words. Sometimes subject lines that use only a word or two can stand out and get the most engagement.
2. Take Out the SPAM
Subject lines that are aggressively sales-ey are often the most likely to be marked as spam. That means you should avoid loud punctuation like all caps and multiple exclamation points, as well as overtly promotional language like “Buy now” or “Free.”
If you’re using Constant Contact to create your email, you can double check that the content is in good shape for deliverability with the Spam Checker feature.
3. Ask a Question
Questions are a great way to focus your readers’ attention and peak their curiosity. Questions also feel incomplete on their own. Using a question will inspire readers to open your email in search of an answer.
4. Include a Deadline
A deadline may just what you need to become a priority and a sense of urgency. A successful promotional strategy, for an event or a special offer, will likely include a series of emails. Send out an initial announcement, letting people know about an upcoming date. And then send a final reminder with a tight deadline to act. The entire series can be prescheduled at one time for efficiency. “Now or never” types of deadlines are often the most successful.
5. Try a Teaser
Think about why people love movie trailers, but hate commercials. There’s power in drawing people in with a preview, rather than giving away the punchline right at the start. Try to think of something that will hook your readers and spark their interest.
6. Give a Command
If your email has a direct call to action, like encouraging people to buy tickets for an event, don’t be afraid to let your subject line reflect that.
7. Add a list
You’ve probably noticed how popular list posts are right now. If not, look no further than the title of this post. People love lists because they allow us to make sense of big, complicated concepts through a series of smaller parts. Use a list in your subject line as a way to let your readers know your content is well organized and easily digestible.
How the Edmiston Group does it…. “3 Marketing Tips to Drive Traffic to Your Event”
8. Make an Announcement
If you have something new and exciting to share about your business or organization, channel that enthusiasm into your subject line. Sharing an announcement will make your email subscribers feel like they’re the first to know and will motivate them to read on for all the details.
9. Be Unique
To craft a good subject line you need to understand two things: who your audience is, and what your business can offer them that they can’t get anywhere else. Think about what your business is specifically known for and highlight that in your subject line. Many people will open emails simply based on the sender alone, so don’t miss the chance to reinforce your specific brand.
10. Tell a Joke
Give your readers a laugh. That means if you can write a funny subject line, you’re going to get a lot of attention. Depending on the tone your business is going for, you can test out some puns or wordplay to get some laughs and engagement out of your contacts.
Be creative, look at your inbox to see which subject lines catch your eye. With these tips in mind, you’re ready to write some great subject lines that will get your emails the attention they deserve.
About the author: Autumn Edmiston is the CEO and owner of the Edmiston Group. The Edmiston Group is a multifaceted Pittsburgh based marketing consulting firm providing senior level marketing management services to businesses and non-profit organizations on a short or long term basis. Core areas of service are business development, marketing, strategic planning and public relations. The Edmiston Group has consistently delivered and implemented real-world, proven business marketing ideas and strategies for business growth.