Ashley Sue

Content Strategist

February 10, 2020

Why Does Your Email Subject Line Matter?

Why Does Your Email Subject Line Matter?

Email subject lines are the equivalent of a 90’s physical invitation letter for a birthday party. The more people RSVP, the merrier your party would be and chances are, the more presents you will receive too! Here are some of the fundamental best practices when it comes to creating an email subject line that will help you achieve higher open rates. Sounds good? Let’s start. 

In the fast-paced digital world today it is no surprise that brands are fighting for your time and attention because everyone has something to offer you. That is probably why your inbox is bombarded with an abundance of marketing emails daily — making it nearly impossible for you to go through all of them. Hence, you only read cherry-picked emails that had caught your attention. 

Now you have an idea how a customer’s inbox looks like, let’s switch to a marketer’s point of view. To catch someone’s attention you have to get them right from the get-go. What’s the first  thing customers see in their inbox? Yup, the email subject title. So how do you stand out from the thousands of email?

1. Practice creating shorter, easy-to-read, email subject titles.

You may be a great content writer but the greatest emails are pretty much worthless if it never gets open. The best practice is to keep the subject lines short, descriptive, and a reason for the reader to further explore your content. Here are a few examples of attention-grabbing email subject lines:

  1. Warby Parker: “Uh-oh, your prescription is expiring” – (36 characters)
  2. The Muse: “We like being used.” – (19 characters) 
  3. The Black Tux: “Get priority access” – (19 characters)

2. Avoid spam trigger words

Great, now you have written your email subject title, completed your spelling and grammatical error check but your email lands in the SPAM box. What went wrong? 

Trigger words such as “FREE” or “100%”  increase the chances of your email being sent to the SPAM box. Here is a list of words compiled by Snovi.Labs you should be avoiding while writing an email subject line.

3. Test your subject lines.

A/B testing can help you determine which email subject line appeals more to your contacts. Through an A/B testing result, it provides you with information on what content approach best resonate with your readers—allowing you to modify your future contents. By practising this, you will start to see the growth of open click rates. When it comes to comparing the subject line you can test the following variables: the copy length, word choice, personalization, etc.

Bonus tip:

Always send yourself a test email and see whether it stands out in your crowded inbox. If your email subject line doesn’t evoke any emotions or make you want to open it – you probably want to rethink about your current email subject copy.

Thinking of kick-starting an email marketing project? Drop us an email at [email protected].

Ashley Sue

Content Strategist

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