Best Subject Line in Emails

Words to Avoid in Email Subject Line

Many business owners who decided to start their mass mailing campaigns wonder how to write the subject line in their newsletters to attract more recipients to open them. They try to use such words as “free”, “free of charge”, “best” etc.

Actually, such advertising doesn’t really attract the recipients to open an email. Such words used in email subject line seem more likely to be spam, besides, the recipient who reads such lines may even not understand what he/she is offered. Besides, as some survey results show, words like “FREE” tend to trigger spam filters.

You shouldn’t use such words as “Help”, “Reminder” and “Percent Off” as well.

Subject Line Best Content and Length

To attract recipient’s attention the subject line of your letter should include only name of your company and what you can offer. No place for useless words, no advertising without saying what exactly you offer. That’s the tip.

Again, numerous surveys showed that the best examples of subject lines look like:

[COMPANYNAME] Sales & Marketing Newsletter
[COMPANYNAME] Staff Shirts & Photos

And the worst looked like:

Last Minute Gift – We Have The Answer

Gift Certificates – Easy & Elegant Giving – Let Them Choose

As you can see from these examples, the subject lines from the first group are clear, simple, and informative and we can see what kind of offer this letter may contain.

Meanwhile look at the second group of subject lines. Can you guess what answer do they have and what is the last minute gift?

The recipient won’t ponder on what those who wrote subject line meant. If it’s difficult to understand, he will likely just throw it away like another piece of junk.

As for the subject line length, the general rule of thumb in email marketing is to keep your subject line to 50 characters or less. The exception was for highly targeted audiences where the reader apparently appreciated the additional information in the subject line.

Leave the rest of content in the letter text, not in subject line. One very useful advice says “don’t sell what’s inside. Tell what’s inside”.

If your email is a newsletter, put the name and issue of the newsletter in your subject line. Because that’s what’s inside. If your email is a special promotion, tell them what’s inside. Either way, just don’t write your subject lines like advertisements.

On the other hand, if your subscribers specifically opted-in to receive “special offers and promotions” from your company, there’s nothing wrong with saying there’s a “10% off e-coupon inside.” They’ll be expecting a “hard sell” from you. It’s when marketers send promotional emails to their entire “newsletter” list when things go wrong. The idea is to create a totally separate opt-in list for those who want to receive promotional emails. Furthermore, segment your promotions list into smaller, more focused groups before you send your campaign (don’t send an offer for purses and high-heel shoes to the men on your list).