Email is still one of, if not THE most popular channel for inbound marketing. Whether it’s a newsletter, newsletter series, or product launch promotion, a clear and compelling email subject line can mean all the difference between success and failure.
It’s your first impression with prospective customers, so why are so many brands (and their creative agencies) failing at it?
Most brands have no real strategy when crafting their emails. Here are some tips that we recommend using:
1️⃣. Keep it short & simple—Hitting sends shouldn’t take more than five seconds from start to finish. The trick is conveying what you want to say while keeping each word succinct, relevant, and easily digestible by someone on a tight schedule. Be cognizant of font size; spaces between words; white space around photos; etc., so there isn’t any room for distraction or confusion.
2️⃣. Tell them exactly what they need to know—When you’re crafting a sales pitch, keep things specific and actionable. Don’t overload your readers with information that could confuse them or dissuade them from clicking through. And remember to include something in your subject line that piques their interest enough to make them open the email.
3️⃣. Surprise ‘em! Testimonials work well because they help eliminate your prospect’s skepticism as to whether or not you really can deliver on whatever is your promise in your ad copy. But don’t be too cute or cheeky about including them; after all, these people aren’t just blurting out whatever comes to mind during an interview. The testimonial will do its job as long as it sounds genuine.
4️⃣. Always A/B test! That’s right—just like AdWords and other digital channels, email subject lines are a testing ground where you should always run more than one idea against your control.
There are dozens of good split-testing tools available online that allow you to choose how many recipients get which version of your message—and even segment those results based on demographic variables such as age range, gender, location, and income level. I prefer to use Unbounce for my testing needs.
5️⃣. Make sure your call-to-action makes sense and plays off of what’s happening in your industry right now.
If you haven’t been seeing much engagement with certain campaigns lately, here are a few common mistakes to check yourself against before writing up another campaign:
• Did I set expectations accurately?
• Did I provide useful or original content to further educate my audience?