Subject Lines Matter
Posted on Tue, Jul 20, 2010
This is the first entry in a three-part series on getting donors attention. Check us out next week for our entry on direct mail teasers!
By Charlotte Kresse, Director, Interactive Department
As online marketers, we’re all guilty of it.
We spend hours working on strategy, copy, data segmentation, etc. only to think of our subject line as an after-thought.
But our brilliant message is all in vain if no one sees it.
Think of the subject line as the online version of the teaser on a direct mail envelope. In direct mail, someone decides in seconds whether to throw away a letter or open an envelope.
And a subject line often determines whether someone opens your email or clicks delete.
So, here are a few tips to help you write effective subject lines:
Front Page News. Take a look at headlines for inspiration and use what’s in the news. Any editor worth his salt knows how to write a headline that contains key facts in limited space to entice us to read on.- Action-oriented and Specific! Use deadlines, embrace action verbs, and be concrete about the issue at hand.
- Reel Them In. Use the subject line to connect with the recipient and bring the message closer to home. Localize messages by referring to their community or home state. “You” is always a powerful word in direct marketing or test including the recipient’s name.
- Size Does Matter! When it comes to subject lines, there is a good reason to keep it brief: there is a limit on characters that display in the user’s inbox. Keep your subject line at approximately 45-50 characters (or less, if you can!).
- From Line. Don’t overlook the “From” line. The most effective are from an actual person and include the organization’s name.
- Proof is in the Data. It is important to monitor your own success. Looking at the open rates of your own messages will help you glean what works for your audience.
- Test, Test, Test. Enough said.
There Is No Silver Bullet. What works today, may not be effective tomorrow. That means that even if you were able to write the best subject line in the history of email, you will still have to write a new subject line for your next message.
Final Thoughts
There is no magic formula. Something that’s highly successful for one campaign might underperform for another. Nonetheless, these tips will point you in the right direction. What tips do YOU have?