Unlike this blog post subject, keep your email subject lines short, descriptive, and provide the reader with a reason to read your message further. Do not attempt to be distinctive in the inbox by using catchy words may end up your email being ignored. Keep your subject lines simple and to the point.
These are tips in writing good email subject lines.
Three Words to Avoid
Email marketers are familiar with words such as "free" which are generally to be avoided in emails as they tend to trigger spam filters. Words that may not trigger a spam filter, but will affect your open rates are: Help, Percentage off, and Reminder.
Localization
Personalization such as including a recipient's first name may not significantly improve open rates. Localization, such as including city name, will help.
Newsletter Age
Newsletters experience some reduction in open rate as time goes by. Repeating the exact same subject line for every newsletter increases the drop in open rates. While it is important to establish continuity and branding of the newsletter, ideally each new campaign should provide a clear indication in the subject line of what is inside this newsletter that is of interest.
Subject Line Length
In email marketing, a general rule of thumb is to keep your subject line within 50 characters.
The From Line
The From information is as important as the subject line. The From line should concisely show who you are as the sender. As much as possible avoid changing this.
Promotional Emails
Within the category of promotional emails, the same basic rules apply. Keep the message straightforward and avoid using splashy promotional phrases, CAPS, or exclamation marks in your subject lines. Subject lines framed as questions can often perform better.
List Quality & Frequency
Two additional factors that are difficult to track but can have a big impact on open rates are list quality and frequency. Email marketers who build high-quality lists where readers know what they are going to receive enjoy the best open rates. If you start with a good list but send too frequently, open rates will drop over a period of time.
Conclusion
Email inboxes are flooded with unsolicited emails. Vague teasers, constant reminders, and pleas for purchase are not going work in email marketing.
