Subject lines can oftentimes become the most difficult email content to craft. Because you want to instantly grab a subscriber's attention to get them to open your message, using big, bold language, loud punctuation! and other visual cues may seem the most logical way to go. Unfortunately, as spam rates increase, subscribers have become more suspicious and may not open your message if the subject line appears too 'spammy.'
Making False Promises
The worst mistake you can make when crafting a subject line is to be dishonest. Not only could your email account be suspended by your email service provider, subscribers will not be happy when opening your message to see you haven't made good on your promises. False promises include:
· Misrepresenting content (subject line specifies one topic and your message focuses on another topic altogether)
· False statements (Get Rich Right Now – would you even open a message with a subject line like that?)
Avoid writing subject lines like these – not only will they get you into trouble with email service providers, lines like these just aren't very effective at persuading people to open mass email anymore.
What's This Email About?
If subscribers have no clue what an email message is about, then you've failed to create an effective subject line. In the past, lines like 'Hey, Open Me,' or 'Open Immediately' may have prompted people to open the message out of curiosity. But because of a rise in computer viruses and identity theft, most subscribers won't open messages containing vague subject lines even if they recognize the sender's address.
Make sure subject lines clue people in to the content they're about to read. You can add a little mystery, but you still need to be clear about the topic.
Bad subject line: Read this Message Now
Good subject line: Read on for more information about retiring wealthy
Better subject line: Read this if You're About to Retire
As you can see, you can still add a little intrigue and mystery to subject lines while making the message topic clear.
Louder than Lovely
Overusing punctuation marks will not entice subscribers to open your message. In fact, this may cause them to instantly delete the message and opt out of your list. Relying on punctuation marks is amateurish and does not make you appear very professional.
Instead, avoid punctuation marks unless absolutely necessary. You can still create a bold, loud subject line without any help from:!, ?, or $ - a series of !!!!!!!!, ???, or $$$.