Being meticulous about subject lines is important for both operational and marketing emails. Everyone wants to make their message heard, but first you have to get your readers to open your email! There are a number of factors involved with open rate, but the subject line is, by far, the easiest to control. Issues such as deliverability, a poorly targeted audience, list fatigue, and IP reputation can all be much more challenging to overcome. We already covered a number of these common problems in our email marketing foundations
post, so use it as a reference for additional information.
But what are some quick fixes to improve your open rates and encourage your list to interact more with your emails? Focusing on these subject line basics:
The Balancing Act.
The most important lesson about subject lines is striking the perfect equilibrium between standing out in your customer's inbox and looking like spam. Your email will be judged in an instant based on those precious few characters, so you need to take advantage of your subject line to create an argument for readers to open your message. But be careful - your message might be distinct, but, "$100 for signing up at our gym!!! FREE MONEY!!! Limited time gift!!!" probably will entice your list to mark the email as spam -that is, if your message even makes it to the inbox. Think about your list and the different segments. What would they like to read? What is important to them? Could you convey the same message without sounding spammy? Try different arrangements like, "Thinking of joining, but want the right incentives?" or "3 ways to improve your health this month" or "Easy summer fitness tips". This way, you pull in your audience by making them wonder what the incentives/benefits are -rather than giving away your punch line before they even open the email.