According to studies 35% of email recipients open email based on subject line alone and 69% of email recipients report email as Spam based solely on the subject line. So this really highlights how important the subject line is in engaging your subscribers. The quest for gaining their interest in your mail, over and above the many others that are all sitting in their inbox, is a real challenge for email marketers. So here is our best practice advice on how to craft high performing subject lines to get you those all-important opens.
And last but not least: Don’t forget about your preview text – elaborate on your subject line and support it with more information. Don’t waste the space by having “read online” or similar taking up this all-important real-estate.
We asked a couple of our friends for some of their favourite subject lines of this year;
My favourite subject line so far this year has been from Greenpeace:
The subject line is: 'A little girl and her Rang-tan.'
Sender name: Dame Emma Thompson
“The reason for choosing this subject line is because it creates intrigue, the combination of the subject line, the sender name (Dame Emma Thompson) and the super subject text which included personalisation 'Jenna, my name is Emma Thompson, you may know from films...' made me click through. After clicking through the content was very gripping highlighting the Palm Oil petition that Green Peace is championing. This was a multichannel campaign encouraging me to share the message on social media with links throughout directly to Facebook and Twitter. I then watched the video on Twitter which was heartbreaking and signed the petition, along with 20,000 people.
I did all of that just from reading a subject line. This demonstrates the power a subject line has in driving action.”
My favourite subject line so far this year has been from Just Giving.
The subject line is: ‘Would you love to see Adam Coleman celebrated?”
“Adam Coleman is a close contact of mine. I sponsored Adam via JustGiving this year.
The campaign was all about nominating people for an award.
Three reasons it stood out for me
“I do enjoy simple and short subject lines with an emoji in there to complement and highlight the “hero” topic.
Emoji’s are great for themed/specific topics like Christmas, product launches or events etc.”
“My favourite was a GDPR related email that said "Please don’t re-opt in". I liked it as it was different from all the other emails at the time that were asking for your consent. It stood out as different and made me want to open the email to see what it was about. More importantly, it underlined the message that you don't need explicit content to be compliant with GDPR.”
Whether it is the use of emoji’s, personalisation or comedy, there are many ways to stand out in a crowded inbox. But it’s not easy and you need to test what strategy works best for your audience. Why not chat your ideas through with our account managers who are always on hand to help and give advice based on their wealth of experience of working with other companies just like yours.
We are confident that we can help you, which is why we offer a free healthcheck to identify potential issues with your current programme and free advice on things that could be done to improve it.