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how to write good email subject line
so cialm ediat o day.co m http://socialmediatoday.com/tho ughtreach/1179376/what-do-you-mean-my-email-subject-line-sucks? utm_so urce=feedburner&utm_medium=email&utm_campaign=So cial+Media+Today+(all+po sts) What Do You Mean My Email Subject Line Sucks? Nate Goodman You've spent all that time building an email list, craf ting the perf ect email, creating great content, and sending it out using all the proper email deliverability hoo-ha and all that. Your anticipation of a high email open and click through rate is there. That will mean you'll make more sales, right!? Af ter launch, you wait. And then nothing. Your open/click through rate sucks and your sales are as stale as that box of Cheerios you lef t opened last Tuesday. You spent all that time and f or what? For a 2.5% open rate, about ten click throughs, and no sales? Your once- high inspiration wanes and you wonder why this whole business of yours just isn't working. This isn't what you envisioned. This isn't how it's supposed to be. Well, it doesn't have to be this way. So lean in, close out the rest of the distractions f or a f ew minutes, and let me tell you what you're doing wrong and how to f ix it. The Problema The problem you're having is all too common f or small business marketers. You are missing one key ingredient. That key ingredient is a killer email subject line. Without the perfect email subject line, no one cares what's in your email. Think about it. How many emails do you get per day? I get at least six, and sometimes even eight! I'm kidding. Try not to be so gullible. I subscribed to every single marketing email that comes to me. I wanted to receive those emails. And yet I don't have time to read them all. But, there's always one that grabs my attention. And as it turns out, it's always the same f ew marketers that nail the email subject line every time. And I keep on opening their emails. And sometimes, I even buy some crap f rom them. Now don't miss this next sentence: The only way you are going to grab my attention in my inbox is if your subject line is killer Your content might be great, but f rankly, I'll never know it unless your subject line is anything but killer. The root cause of why your email subject line sucks So why do your email subject lines suck so bad? "It's not you, it's me." Not really. Listen, if she breaks up with you saying "It's not you, it's me.", believe me, it's not her, it's you. Not that I have any personal experience with that. But anyway, your subject lines don't actually suck. It's just that your subject lines don't pop. They aren't killer. And again, without a killer subject line, no one is going to open your email. There are two reasons you aren't writing email subject lines that pop 1. Af ter creating all that great email content, f rankly, you are out of steam and out of time. You just want to write a subject line and schedule the stupid email to go out. Af ter all, it's 5 pm, the f actory whistle has just sounded, you want to go home, and you are dying to get out into traf f ic because you love traf f ic so much. 2. You are missing the technical mechanics of exactly how to write a killer email subject line The solution to the time crunch What you need to do instead is schedule time devoted towards creating your subject line. In f act, if you had to skimp on some of your ef f orts creating the email body just to have time lef t over to craf t a great subject line, then do it. Take the time. You will never be successf ul without it. Some people say to write the email subject line f irst, then craf t your email content around that. If that's what you like to do, great. Here in our of f ice, Loraine is the person who works on our emails. Since she's in her early 20's, she's the kind of person that's not exactly dying to hang around here until the wee hours of the morning working on her email subject line. Instead she wants to get out of here, and go out into the world and do whatever it is people in their early 20's do. So, she craf ts the body of the email, then craf ts the subject line based of f of that. She schedules time f or the creation of the subject line as part of her overall email creation schedule. That way she's not going to have to hang around here late into the evening and thus miss out on going out with her cool f riends to hear some cool new band playing songs where you can't understand the lyrics. But, at least that place they go to has it's own craf t beer, so it can't be that bad. How to write a killer email subject line Litmus put together a great inf ographic that will help you understand what works in email subject lines and what doesn't. Here's a recap: 1. Be sure the subject line is relevant and clear. Be ultra-specific about what this email contains. 2. Be very clear on who this email is f rom. Identif y yourself . Include your most recognizable brand. Pref ix the subject line with a consistent identif ier. 3. Stand out visually. Use brackets, variations in capitalization, or quotes in order to look dif f erent in the inbox. 4. Use urgency. Pull items in the news, or anything that is current and top of mind to your subscribers. Just make sure it's a real deadline and not something you made up. 5. Use a call to action. What do you want the subscriber to do? 6. Does location matter in your business? Use localization data to personalize the subject line to the subscriber's locale. 7. Ask a question in the subject line. Subject lines f ramed as questions perf orm well. 8. Keep is short. Write and rewrite your subject line until you are under 50 characters. Even less is better. Emails with 28- 39 characters in the subject perf orm well. What isn't good in email subject lines? 1. Subject line is too long (over 50 characters) 2. Symbols and special characters. These might work f or open rate, but it's dif f icult to tell if your higher open rates will actually drive higher click through rates, and hopef ully higher sales. 3. Using "Re" or "Fwd" in the subject line. It looks like you're responding to the recipient, but you're not. Since you are trying to spoof them, they get pissed and mark your email as coming f rom "Ivan McSpammyPants." 4. Asking f or any kind of help. Even somthing like "Help us create the ideal college experience" is asking f or help. This usually does not work. 5. Big sale discounts. Stating large discounts in your subject line makes people distrust you. Smaller percentage sales work (e.g. - use "20% of f " instead of "50% of f )." 6. Personalization sometimes doesn't help. Adding f irst name to the subject line does not always increase opens. What actually does work that you think would be f lagged as spam? Using all caps, using the word "sale", and even using an exclamation point in an email subject line will likely NOT trigger a spam f ilter. Spam f ilters rarely make a big deal of these items. It's more about your overall spam score instead of just the use of any one or two words that make any dif f erence. Still overwhelmed? Don't be. Justin Jordan, marketing director at Litmus states it well. " there’s really no such thing as the perfect subject line—or, if there is, it must be hiding with Bigfoot and the Loch Ness Monster." Wiser words have never been said. You just need to test and retest to see what subject lines resonate with your audience. So in conclusion, state exactly what's in the email. Don't try to sell what's inside the email. If the subject line looks like an ad, it will be treated like an ad. The original Litmus article and inf ographic are here. Enter your f avorite subject line in the comments. Would you like to contribute to this site? Get started » . know it unless your subject line is anything but killer. The root cause of why your email subject line sucks So why do your email subject lines suck so. sts) What Do You Mean My Email Subject Line Sucks? Nate Goodman You& apos;ve spent all that time building an email list, craf ting the perf ect email, creating