pdf Top 10 Subject Line Do's and Don'ts - Campaigner

TOP
10
Keep it Short
Emails have on average
7 seconds to get the reader’s attention
so keep it short, less than 49 characters
- some emails clients will truncate your
subject line at 35 characters.
Include Your
Company Name
In the FROM section - If they
recognize and trust you, your email
has a better chance of being read.
SUBJECT LINE
DO’S AND
DON’TS
Faced with a cluttered inbox, people look to two immediate indicators when
selecting which emails to open, the “from” address and the “subject” line. If they
recognize and trust you, your email has a better chance of being read. But that
doesn’t mean you are guaranteed an open. It just means you have one or two extra
critical seconds to persuade your reader to open your email.
WHAT YOU SHOULD BE DOING
Test Your Subject Lines
Ask an Open
Ended Question
That can be answered by
your recipient if your
email warrants it.
Focus on a Benefit
You want your email to be
opened right? You need to let your
customers know what’s in it for them.
Focus your subject line on a benefit that
resonates with your readers. It can be
something as simple as
“70% off Entire Store,
This Saturday Only”
Don’t just assume it’s working, test it against an alternate and gauge the results.
TM

CPDS0912
Using Spam Filter
Language
Such as FREE, Mortgage, loan, etc.
(look at your Junk mail folder
for examples of what not to do.)
Using Sales
Language
This belongs at the used
car lot, not in your
subject line.
DON’T EVEN THINK ABOUT...
ALL CAPS
Your customers don’t scream at you so
why should you at them.
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Including
Exclamation Points
At the end of
your sentences!
Using Deceptive
Subject Lines
Nothing will get your email deleted
faster than not delivering on your
promise. Alternatively, it may generate
a slew of spam complaints. Both are
undesirable outcomes.
TM