Assorted Wisdom

Front Line and Subject Line

From:

Creating a familiar front line is critical to getting your emails opened and read, because people don’t like to receive emails unless they know the sender; especially when it comes from a business. Unfamiliar email from lies can also result in spam complaints; even when people explicitly signed up for your email list, simply just because they don’t know you. If you or your employees have personal relationships with your customers, use your first and last names in front lines. If your business is a local branch of the larger organisation, make sure your from line includes your location to differentiate your emails from the other branches in the main corporate emails.

If your business uses an acronym such as ABC Company, make sure your customers also know you by your acronym. Otherwise it’s best to use your full business name. It’s also important to make your email address familiar; for example the ABC Company could send their newsletters from the email address newsletter@ABCcompany.com.

Subject Line:

Your subject line is the part of your email that prompts your recipients to hopefully open your email and start reading immediately. Subject lines are limited to about 50 or 60 characters; so the best way to utilise the subject line of an email is to describe the instant benefit of opportunity your email with the fewest words possible. Subject lines such as July newsletter from a company may be too general and are not strong enough to prompt an immediate open. Instead of general words, choose worthy words for your focus lines.

Value words are words or phrases that describe the benefit readers will get by creating the email. Few examples are; if the benefit of your email as financial investments you may use the word savings as the rated word in your subject line as in “over $50 in savings in this email”. The benefit of your email is valuable information, you should use words in your subject line that describe the immediate benefit of reading your information. For example; if your information helps someone to compare the competition your subject line may read “compare the competition under two minutes”. If the benefit of opening your emails is basically the same in a series of emails you can work off the theme by creating a brand for your emails and including a brand name as the subject line. For example, instead of using the word newsletter in the subject line for every newsletter you send, you can create a name for your newsletter such as smart shopper weekly of your retail store or five-minute sales tips if you offer sales consulting.

Coming up with good subject lines consistently is not easy. If you’re unsure about whether a particular idea for subject line works. Try testing one idea for subject line against another idea, using a small sample of your email list. Remember, also to avoid subject lines that look like spam. Using all capital letters or excessive punctuation have extreme urgency off putting off and cause spam complaints. Take a few minutes to periodically check your own junk or spam folder to see what the spammers are using in their subject lines and then avoid copying their techniques.