Email Subject Line Tips: Making the Most of a Small Space By Karrie Beth At Isnare.com Ezine Articles

E-mail marketing campaigns are about using a defined space to your maximum ability. Whether it is the body of the mail, the design you choose, or the content of the subject line, try to maximize the space. In particular, the subject line should utilize the space wisely. The subject line in many ways is even more important than the rest of your message – if it falls flat, you lose the attention of your reader and they probably won’t even open the message. If the subject is suspect, they could end up reporting the message as Spam unnecessarily. Here are a few tips to keeping your subject line short, sweet, and to the point!

Subject lines can only hold about fifty characters. Don’t crowd this space! Use it the way a newspaper uses its headline space. From a newspaper headline, you can get the gist of a story and the angle all at once. That should be the aim for your subject line. Make sure the most important words are used at the beginning of the line, in case it gets cut off in different e-mail services.

If you have key information, such as dates, deadlines, or last offers, be sure to mention it in the subject line. Cut out any extra words or unnecessary articles like “the” or “a” etc. Also avoid using excessive punctuation, especially exclamation marks, which are likely to attract the SPAM filter. Strange formatting, like capitalizing all the words, is also another sure-fire way of being flagged as SPAM.

Be sure the content of the subject line is relevant to the content of the e-mail. It’s important to give readers a specific clue about what the message is about. If you are vague, it will turn them off and you will lose credibility as a company. You will also be in violation of the CAN-SPAM Act if your Subject line is misleading.

Personalizing is another key to using the space wisely. When a customer receives a message that seems tailored to him or her, it is more likely to be opened. Insert a first name, such as: “Janet, 1 Day Left of Bargain Prices.”

Use other details you may have about your clients to personalize the subject line as well. If you know what city or state they live in, insert that information if it fits with your subject. For instance, “Jack, Find Affordable Apartments in Springfield.” If you have their birth date, you can send a special offer and wish them on this day.

Creating the subject line of your e-mail should actually be the first thing you work on as you develop your ideas. It will clarify the purpose and goal of your message in a tight, concise manner. You can then weave your e-mail around this idea. Keep the words active, engaging, professional but still easily accessible. And remember to mention critical information right at the beginning of the line. Keep the formatting basic, punctuation to a minimum, and you will have a good chance of having your message opened!

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