Consider the following two email subject lines:

1. Joe: This Week Only, Save 20% on Sprockets

2. THE SPROCKET FACTORY’S WEEKLY EMAIL! July 20, 2012

Which of these two emails are you more likely to open? It’s OK, take your time.

The obvious answer is, email #1. Let’s take a look at five factors that make this email subject line more compelling than option #2.

1. Personalization

One of the key factors in a compelling email is evidence that the sender knows the recipient, even just a little. If you’re using ethical practices to build your email list, you’ll at least have your recipients’ names – so make the most of that! Other ways to personalize your emails include location-based information (‘Save 20% on Sprockets In Denver’), and demographic-based information (‘20% Savings for Internet Marketing Professionals!’).

2. Clarity

The second (bad) example subject provides approximately zero insight on what the email is actually about. The first example, by contrast, makes it very plain what’s waiting in the body of the email. A useful exercise is to put yourself in your recipient’s shoes: can an outsider clearly and quickly understand what to expect if they open the message?

3. Compelling benefit

To piggy-back on point #2, your subject line’s clear message should also present a compelling benefit to the reader. Customers live by the age old question, “What’s in it for me?” In our example, we can see exactly what we’ll gain from the email on option #1, whereas option #2 offers little aside from some possibly very boring discourse on sprockets.

4. Urgency

“I think today I’ll open that email from a few weeks ago that I didn’t have time to look at,” said no one ever.
If your readers pass your email by, they will not come back to look at it later. Creating a sense of urgency – ‘This Week Only,’ in our example – motivates your readers to open it up now, rather than letting it languish and become forgotten.

5. Readability

On the Web, writing in all caps is tantamount to shouting. In option #2 above, it’s not enough that the subject line is vague and uninspiring – they also feel the need to shout about their dullness at the top of their lungs! Poor form, and an instant turn-off.

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Put these tips to use in your own email marketing campaigns, and you’ll see a world of difference in your open rates. Or, let us craft an email campaign for you.

photo by Mike Cogh