Email Marketing: Making First Impressions Count

The subject line is one of the most important ingredients in connecting with your audience with an email marketing campaign.

It plays a key role in whether your reader will open the campaign or relegate it to the junk folder.

Here are some tips for making your email subject line count.

Place key information at the front of the subject line

As a general rule of thumb you have 50 characters to work with, including spaces, when composing a subject line for email readers. Character length is even shorter for readers viewing an email on a smartphone. This means that you should never bury the lead. Make sure that the beginning of the subject line gives the reader the key information up front, particularly critical words such as dates or prices, so that if the subject line is cut off prematurely your reader doesn’t miss these details.

Adapt the tone of the subject line to suit the email message

Always set your readers’ expectations during the email sign up process about the types of emails they’ll be receiving. This way you know whether it is more appropriate to adopt a soft-sell or hard-sell approach in the email subject line.

For example, readers who subscribe for an email newsletter that is marketed as containing useful hints and tips or general news, rather than promotions, will respond better to email subject lines that contain elements of soft selling and relationship building. These readers don’t want to feel like they’re being sold to.  The subject line is an entry point to creating a reading experience that makes them feel like you’re speaking to their specific needs and adding value to their lives, rather than just purely selling to them.

In contrast, subscribers who opt in to receive promotions are implicitly saying that they are expecting and are happy to welcome a hard-sell. Direct phrases such as “20% off coupon inside” and “Up to 60% off already reduced sales items” work much better in this context.

Where possible, segment your email lists into smaller, more focused groups before sending your campaign to optimise open rates.

Avoid spammy words and phrases

One of the key balances you need to strike when composing email subject lines is being punchy without being overenthusiastic. Exclamation points, excessive capitlisation, and gimmicky words can all trigger spam filters.

Set a deadline

A sense of urgency in opening the email can help drive action on the part of the eader. For exampke, “Last day to ensure Mother’s Day delivery”, or “Order by 28 January to receive freebie”. However, avoid spammy words such as “alert”, “urgent”, “act now”, or “warning”.

Examples of subject lines we have used for Fig Tree Marketing clients

Harbour Town Shopping

Oroton NOW OPEN Great Savings Storewide

Huge 2 Day Sale Starts 25 May at Levi’s, Katies, Cotton On + more

Dr Seuss’ The Lorax Prize Packs & Easter Trading Hours

STAX Coffee and Sub Franchise

STAXtastic adventures await at STAX Santos

STAX Rewards & Adelaide Fringe Festival Excitement