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The Art of the Subject Line
Your email’s subject line is like the headline of your article or the title of your book. It makes you stand out from the rest and at the same time help your readers know what your email is about.
Subject lines are like the guards of a building or like the door bell of the recipient’s house. This 20-50 character wonder on many occasions decides whether the mailer would be opened or not. In an ideal scenario the subject line should be enticing and in a way should force the user to open the mail and see the content.

There are a lot of factors which can make a difference to the end open rates or CTRs.

Determining the right subject line is part science and a part art. Here are a few tips:

  1. Be Specific
    Like any writing: God is in the details. Subject lines should be specific. You want a subject line to break through the generic clutter, and you want it to be specific enough and memorable enough to make it retrievable.

  2. Be Intriguing
    You can’t summarize an email. Intrigue and interest your audience. The job of a subject line is to grab the reader’s attention, to entertain and create interest and, then, make the reader open the email or scan his or her preview pane.

  3. Be Compelling
    Create interest or curiosity to get your message opened by recipients.

  4. Be Relevant
    Subject lines should be appropriate for the audience in style, tone, content and language. Remember, your subject line is not trying to sell as much as it is trying to connect with your audience.

  5. Be Original
    Try not to sound generic or just like the other guy. If your subject line sounds like someone else’s subject line, you may want to give it a bit more personality.

  6. Be Consistent
    Use the same voice across all your communications so that your messages feel familiar to the recipient.

  7. Avoid Spam Traps
    Avoid words like free, limited time and exclamation marks, all of which can get caught in spam filters.

  8. Be Brief
    Shorter is better. If your recipient can’t read your subject line, then it doesn’t really matter how brilliant it is. A few words is good, ten words is the max.

  9. Questions Work
    People respond to good, targeted questions. “Like Sports?” tested better than “We have tickets to a sporting event.”

  10. Benefits Work
    Good subject lines communicate a benefit. “Increase Your Profits with Widget” will perform better than “Widget is a database CRM tool.”

  11. Testing Works
    Not sure which of your subject lines is the best? Test them and measure results. A/B testing is an easy way to figure out which subject line will work the best.

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