Email Subject Lines: It’s How You Say It

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Your open rate, once you’ve avoided the SPAM folder and being edited out via the FROM field, is won or lost at the SUBJECT line.

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Just like an ad’s headline, the email subject line’s job is to get the reader to take a look at the next line. With email it’s even harder because they must click on the subject line and open the email before you can hook them into reading.

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One technique novices and pros alike use is copying or swiping proven headlines from direct marketing campaigns of the past. I’ve got a free report that includes over 100 of these headlines, just enter your email and confirm the request and you’ll have a swipe file of headlines to edit and use.

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Another proven method is to refer to news events – celebrity news works particularly well in most markets.

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And giving valuable content, relevant to your readers, for permission to email them later is a winner too.

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But, every market is different and the best way to get your subscribers opening your emails is to know them and talk to them like a trusted friend. This requires testing, tracking and studying your results.

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As a side note, take a look at what your email looks like in several of the most popular email readers. See where your subject line gets cut off and what portion of your message header appears. Be sure you’re taking advantage of this space to get your subscribers opening and reading your messages.

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Next up: Training your readers to respond, or not.

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