5 tips for better subject lines

BY LISA SPARKS

It happens all the time: You’ve written the content for your newsletter. You have all the articles perfectly squared away and laid out. Then you’re faced with the task of writing a compelling subject line so irresistible that readers can’t help but open and read your e-mail.

The good news is you can craft powerful subject lines and article headlines that will attract readers. Here are five key steps to making it happen.

1. List your audience’s hot topics Find out what your customers and members are buzzing about, and keep a list of these topics handy. That way you’ll have fodder for ongoing newsletter content. Better yet, your subject line writing will become a lot easier because you’ll know what’s likely to get noticed in recipients’ inboxes.
2. Include numbers Headlines with numbers in them work well because they imply easily digestible content. So why not use numbers in your e-mail subject line too? Putting a number in your subject line makes what you’re saying quantifiable. “Three quick points,” “Eight simple tips,” “Four seats left,” etc. This lets readers know exactly what they can expect and makes them more willing to read the content.
3. 3. Get inspired Consider getting inspiration from subject lines and headlines you see in other publications. A great source of inspiration is a Web site called CopyBlogger.com. It offers out-of-the-box, engaging and fun subject line and headline ideas for e-mail marketers and bloggers. You wouldn’t want to take anything you see there and copy it word-for-word, but choose a headline or subject line that catches your eye and tailor it to describe your own articles.
4. Encourage action With any subject line, especially a promotional one, make sure to include a call to action, such as a deadline or text like “Respond now,” to get people to open immediately. Get in the wheelhouse of your audience by being interesting and engaging in your subject line, and inspiring urgent action.
5. Test your subject lines Not every subject line will work for your campaigns, so test them out to see what tactics get your audience to open.

With inboxes full of unread messages, it’s the subject line that can deliver a winning click. Make your subject line stand out among the crowd to keep customers opening and reading your e-mails.

Lisa Sparks is Regional Development Director, South Florida, for Constant Contact. She can be reached at lsparks@constantcontact.com.


Published in Cape & Plymouth Business June 2010