What's In a Subject Line?

by Will Viharo

Ever wonder why hardly anyone seems to be responding to your emails or opening your newsletters, or worse, dropping off your lists? Don't take it personally. Give it professionally. It could be because your subject line is losing them before you even have a chance to share your message. How do you keep your first impression from being your last?

When casting your friendly emails into busy inboxes, you really need to choose your opening words – the “headline” - carefully. Whether it's a personal message or a product pitch, most people sift judiciously through their flood of daily emails, and it's important to stand out with a subject line that not only invites them to open the email, but makes it irresistible.

Even if it's a newsletter they willingly subscribed to, there’s a lot of clutter and distraction to push through if it’s going to actually be read. 

If the subject line of an email doesn't grab your audience immediately, then the subject matter just won't...matter.

Here are suggestions for reeling in readers right away:

• All lines need a hook! Be witty but get right to the point, keeping it concise and crucial.
  

• Don't blast too often. Being aggressive backfires even with friends. Stick to a sensible schedule that avoids saturation. 
  

• Don't keep repeating the same subject line in subsequent emails. Nothing is more boring than repetition. Nothing is more boring than repetition.
  
  
• Never toss out phony click-bait. The “fish” in these cyber-waters are way too savvy. Deliver on your opening promise, or lose their trust forever.
  

• Address demographic interests right in the heading. (Millennials are particularly cynical when it comes to mass media marketing, and often only read the subject lines of emails.)
  

• Watch your tone and never sound like you're making a demand. (Political campaigns need to be especially careful of alienating their own base with requests that sound more like commands.)
  

So think twice before choosing a subject line, whatever the agenda – or your audience may not even think about it once.

Want more actionable tips like these? Subscribe to our Ghost Tips!

IMAGE CREDIT: BETH KANTER