Subject lines in emails are ‘headlines’ – in fact if you use Twitter, then every ‘Tweet’ you write is effectively a headline. You have 140 characters or less to interest your followers to click on that link.
Some of the most successful direct marketers in the world, who have made their life (and lots of money) from direct marketing such as David Ogilvy, Drayton Bird, John Caples, and the man who has been credited with creating ‘modern day advertising’ back in 1892 Claude C Hopkins, all stand by the same ‘rule of thumb’ when it comes to writing headlines.
The headline is the most important element in direct marketing
The most effective headlines appeal to the reader’s self interest or give news
Long headlines that say something are more effective than short headlines that say nothing.
Specifics are more believable (and attract the readers you want) than generalities.
These ‘rules’ that have applied to successful direct mail have been formulated from decades of exacting testing and research – just because the medium has changed to email or social media doesn’t matter. People it seems haven’t changed that much. We still respond to the same emotional triggers as we always have.
So what should we include in our subject line?
You reader will ask: Does this email interest me? Should I open it? What is in it for me? (WIFM) Remember you are ‘competing’ with every other email in your reader’s inbox, so why should they open your email?
1. Be useful – offer benefit of value to your reader
What is in it for me? For the reader. What may interest you and your organisation may be boring to your reader. Don’t just state ‘monthly email newsletter’ and then include a wealth of information and advice hidden away in the body copy. Tell your reader in the subject line – it may make all the difference as to whether they open it or not. An example of good a benefit headline is: “Free funding publication reveals how to increase your income by 50%”.
2. Offer news
People like to read about new things so these headlines are effective in getting your readers attention. Use words such as ‘new’ ‘announcing,’ and ‘introducing’ .
3. Begin your headline with ‘How’ or ‘Now’
If you are struggling to write a headline with the reader at the heart of it, using these words will help. Such as “How to write email subject lines that work”.
4. The reason why headline
Perhaps within your email copy you have a series of lists or top tips which give the reader a reason for opening your email? Again don’t hide it in the copy use it. For example ‘6 ways to help you retain new members’.
5. Highlight your offer
If you are offering something for free, such as a publication, a new guide, or a time limited offer – then include it. It use to be that because ‘free’ and ‘offer’ were words commonly favoured by spammers we were advised to avoid using them in email. But I have sent emails with ‘free’ in the subject line running them through a spam checker and they have got through ok.
It seems ISP’s are moving more towards to ‘domain reputation’ and ‘subscriber engagement’ techniques as opposed to scanning for words in emails. So if you have a good reputation, i.e you send emails to people who have opted in; clean your lists regulary to remove ‘dormant accounts; and send valued emails which your subscribers open and click through on, then this will count more towards to your ‘reputation’ than writing the word ‘free’ in your subject line. But check and test.
6. Ask a question and arouse curiosity
Your subject line asks a question which arouses curiosity with your reader – which they can only get the answer too by opening your email. Just be sure to actually satisfy and provide the answer – and that it is relevant to what you are promoting. As people may open the email, but it the second action of ‘contacting you/or buying’ that you actually want.
7. Be specific
And be honest. Being misleading in the subject field by promising a ‘benefit’ your content doesn’t deliver can have a very detrimental affect with recipients unsubscribing, becoming disillusioned with the brand, or even worse clicking the ‘report this as spam’ button. So don’t chase short terms ‘open rates’ at the expense of your brand in the long-term.
What is the ideal length of effective subject lines?
There have been many studies on what the ideal length should be of subject lines, with most hedging around the ‘50 or less’ camp. Anymore and it won’t show up in the preview pane, too few and you are probably not being specific enough or highlighting why I should open your email. What matters most though is the ‘quality’ of your subject line, so what you actually say as discussed above, rather than just the number of words persa. So make every word count.
Try front-loading your subject lines. So put your most important copy, words at the start of the email. Quite often people scan the left hand-side of emails, taking in who the email is from and the first few words of the subject line. What are your ‘hot triggers’? Put these at the front rather than at the end where people may not read it.
And don’t neglect the ‘from line’
Do I know the sender and do I trust them? Do I want to hear from them? This is what your subscribers will quickly ask themselves when they see your email so make sure they recognise you. Include your organisation name to reinforce the brand recognition and your personal name to help build and retain a personal relationship. (For example Claire Rollinson, NCVO.) Or perhaps use a high ranking well known person within your organisation if people are more likely to respond to them.
The ‘from line’ combined with the ‘subject line’ are the two most important aspects of your email.
Run split tests
Every list and every organisations customers/donors will be different, and will respond differently.
The best way to find out is to run a split test. Simply split your mailing list into two groups. Send one group, one headline and the other group another. Send it at the same time and don’t include any other variables. Which one performed better?
Refine, test, refine and test again – this is how you find out what subject lines will work best for you.
Want to read more?
John Caples wrote an excellent book, (Tested Advertising Methods) with great detail on writing effective headlines. The style may have aged, but the advice certainly hasn’t.
If you were to read just one book on Direct Marketing I would recommend Drayton Bird, Commonsense Direct and Digital Marketing.
Source: NCVO – Claire Rollinson
Nice one Claire.
Filed under: Accidental Techies Corner, social media | Tagged: Emails, Twitter
