The subject line is often your first contact with a potential customer. You wouldn’t dream of downplaying the importance of your first handshake with an important client. You wouldn’t have any trouble understanding why it’s bad to have a retail store in disarray when a customer walks through the front door. This is no different. In fact, your email subject line is even more important because, unlike the other two situations, the customer has no reason at all to be interested. You have to create that interest, reach an audience who is already being constantly bombarded with endless marketing, and get past the spam filter in one fell swoop. Can it be done? Absolutely.
When it comes to ensuring high email deliverability rates, as well as a high rate of customer conversion, most online marketing professionals know that the buzzword to follow is “relevance.” This applies not only to the content found within the email, but also to the subject line that will introduce the content and determine whether or not the recipient will open the message. The subject line is very important for conversions and clicks, but it can also be a key factor that determines whether or not the email is delivered to the inbox or to the customer’s spam folder.
Subject lines should contain a title that is both content-relevant and relevant to the customers themselves. This is where the use of very astute segmentation becomes really handy for those in the digital marketing profession. The subject line should also be brief, containing only a snippet of what is to come once the email has been opened. Avoid buzzwords like “special offer” or “exclusive deal,” while also steering clear of the well-known danger words like “sex” or “enhancement” or “credit.” With a strong subject line, consumers will be more likely to click and email service providers will be more likely to allow an email into the inbox in the first place.
ASM has a lot of great resources that can help you improve your subject lines.
How to Write Compelling Email Subject Lines – free white paper
Writing Effective Email Language and Subject Lines – 91 Minute On-Demand Webinar