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There are few better ways to communicate with your customers than through email. It’s no exaggeration to say that people can spend hours in their inboxes daily. Marketers can’t create content and expect people to find it, but email relieves that problem. A vital part of your performance, though, is the quality of your subject lines.
If you can give your customers an incentive to subscribe to your emails, they’re agreeing that you’ll regularly put them in front of them. But here’s the thing: just because your emails are ending up in their inbox doesn’t mean people will open them.
Sixty-nine percent of people decide whether to open an email simply based on the subject line. That’s why good subject lines matter so much. We’ll show you how to write winning email subject lines that get you superb results.
1. Communicate an immediate benefit in your subject line
Everyone’s inboxes are flooded. Did you know that the average person processes around 71 emails a day? Many get twice that number. So, your email has a lot of competition. If the recipient doesn’t see how the email you put so much work into will benefit them, they won’t open it.
The focus of every email you send is on the customer. You and your business are less a part of the equation, except the part where you benefit them. Remember, it isn’t what you need – it’s what they need.
If I’m considering taking an extended trip, an email from a resort hotel I’ve visited and enjoyed could cause me to click on it. The subject line tells me that the great spot I loved offers rooms at 40% off? Maybe I wasn’t planning on a getaway, but suddenly seeing the right subject line and my mind is filled with possibilities. I’m taking a look.
“Some subject lines are ambiguous, and you get a sense that the company is just sending an email because it’s time to get one out,” said Austin Helm, Channel Partnership Manager at ZeroBounce. The email pro went on: “While it’s true that sending emails at set intervals is good for your email deliverability (the rate at which your emails hit the inbox), you shouldn’t be sending just to send.”
2. Make subject lines interesting, entertaining, or clever
Some marketing emails have subject lines that are so clever or funny that I click. Let’s say you have an Italian restaurant. Instead of just sending a generic email with a subject line about the weekend specials, maybe you could send something like: That tomato stain should wash right out!
As someone who looks at a lot of emails, I can tell you that I’m a sucker for amusing or ingenious subject lines. Sometimes, the email is so clever that I show it to someone else or even forward it. Intelligent or humorous subject lines can help you carry your emails even further.
Think about current events, trends in popular culture, or buzzwords. Then, think of something punny or funny. There’s enough overly serious content in the world. When others in your industry are going for sterile, spice it up a bit.
3. Don’t include spam words
They’re called spam trigger words, and many spammers use them. Think of: free, discount, cheap, urgent, act fast!, etc.
Internet service providers (ISPs) look for clues that someone is sending spam instead of legitimate emails. They want to do an excellent job of combatting spammers so that people mostly only get the emails that they want. Spam makes email less productive, so they’re on the lookout for spammy words.
It’s a good idea to learn about some of the more common spam triggers and avoid using them in the subject line. If you offer a buy one get one, consider finding a clever way to say that in the subject line without using the word “free.”
You don’t want to be wrongly categorized as a spammer and end up languishing in the junk folder. Try to avoid using those spam words in the copy of the actual email as well, but of course, there may be circumstances where you simply must.
Not using spam words can prevent you from landing in the spam folder, but as long as you follow the email maintenance best practices – regular email validation (at least once quarterly). You can upload your whole list to an email validation platform and remove invalid or risky emails. Keeping inferior data will cause you to start landing in spam.
Bonus tip: As large email service providers are enforcing this rule, you should also be sure you’re addressing email authentication. The same platform that handles your email validation can help you with email authentication. Additionally, remember that as an email sender, you must comply with email marketing and data privacy laws such as GDPR.
4. Use common sense
So much of email marketing comes down to common sense: do what you said you would. If you tell your subscribers that your email comes out on the first and third Wednesday of every month, then be sure to do that.
As it relates to subject lines, the other thing is to make good on your promise. I’ve personally received emails with misleading subject lines. How does it feel to get an email and see that what was advertised in the subject line isn’t exactly what you were led to believe?
What wins with email marketing is providing value, letting people know about it, and then helping them remember it. You have to do all of this while not appearing like a pest or someone who’s all about making a few quick bucks. Think about the emails that you like to get. They bring you closer to what you need or want. Now, try to make that happen with your emails.
