The best email subject lines—concise and descriptive—entice the reader to open an email. According to Convince & Convert, 69 percent of email recipients say they open emails based on the subject line alone. That’s huge. So your subject line—or teaser text—must arouse reader curiosity and make it almost impossible to resist clicking “open.”
The most carefully-crafted body copy remains useless unless the email’s opened. It’s sorta like trying to read Gone with the Wind through the book cover. Maybe if you’re Superman. Check out the following six points on writing a compelling subject line that demands an open.
Short and sweet. Recipients tend to scan a subject line and decide instantaneously whether to open or ignore your email. Not many will dig through a long subject line, so try to limit your teaser text to 55 characters or less. Since half of all emails are viewed on cell phones, open rates increase with a subject line of no more than three to seven words.
Alert the press. According to MailChimp, subject lines framed as a question perform well. Words like “sale” and “new” boost email opens, while the word “newslett
er” decreases open rates by 18.7 percent. According to Adestra, there’s a whopping 61.8 percent increase in opens using the word “alert.” Who knew.
Just the facts ma’am. The subject line includes an important introduction to the content, and should strictly avoid the hype of possibly spammy promotional phrases, words in all caps, and crazy exclamation marks !!!!!!!
Personalize. Individualizing your emails with a recipient’s name improves open rates. And creating a chatty tone helps assure a personal, casual effect. Note: How does your subject line make a reader feel? Do they experience that all-important emotional connection?
Case in point. A few successful subject lines from previous CMS newsletters:
- The Positives of Negative Criticism;
- Principles of Painless Mingling;
- It’s a Stretch: Does Exercise Improve Memory?
- Elevator Pitch: Going Up;
- Stop Juggling: Multi-Tasking’s for Circus Performers;
- Saw Wood: Is Sleep Critical for Brain Growth?
- Unlock Your Inner Writer;
- A Makeup Artist: Don’t Leave for a Shoot without One;
- The Dog Ate My Homework.
