Avoid Spammy Subjects with Email Marketing Software
Email marketing software can be an amazing
tool in your marketing arsenal, and can bring about
great results. But those results can only be attained
if you use it properly. Every email marketing software
on the market today will prompt you to enter a 'subject'
for your email. Even though your subject may only
be a few words (a fraction when compared with all
the content in your actual message!), it can be the
make it or break it factor for your email marketing
campaign. This article will outline what the email
subject is, various pitfalls to avoid, and how to
select a good subject for your campaign.
The email subject represents an important
part of your email marketing campaign because typically
it is the very first thing your recipient will see.
Most email marketing programs will show both the "from
name" and "subject" as
soon as the message lands in the reader's
inbox. It is with these two pieces of information
that your reader must decide whether or not to open
your email. It goes without saying that your email
open rates are a key measurement to success, so this
is a truly important step in the overall process.
The "from name" should tell the
recipient who is sending them this email. It may be
your company/organization name or your personal name,
but it should always be a name your reader will recognize.
The subject describes the contents of your message,
so the recipient can get a sense of what the email
is about. The subject is designed to essentially answer
the question: "when I open this email, what
will I be reading about?" A good subject
will pique your recipients' interests, get
them excited to read more, and ultimately lead to
them opening up your email in full.
One of the biggest mistakes people make
when selecting an email marketing subject is to choose
something that is far to gimmicky. These gimmicky
subject lines are often comprised of phrases like
"this email will change your life",
"congratulations you won", "the
key to your success", "all your
wildest dreams will come true", and more.
The problem with these subjects is that today's
consumer sees right through them. While this may have
been effective in the early days of the internet,
the savvy consumer of today understands that the email
sitting in their inbox is probably not actually the
greatest thing to ever happen to them. As such, when
they see gimmicky subjects like this, they often pass
over them, assuming the message is junk. That is why
it is so important that email marketers get rid of
their gimmicky vocabulary. After all, if you assume
your recipient is interested in what you have to say,
then being honest about it is probably the best course
Another mistake people frequently make
when entering the subject into their email marketing
software is that they enter something far too long.
Most email programs have a limit to how many characters
can be displayed in the email subject, although the
actual amount does vary. Since you always want to
make sure your subject can be read in its entirety,
avoid putting overly long sentences as your subject.
The bigger fear is that your subject will get truncated
(or cut off) in a random spot and that may change
the entire meaning. For example, if your subject is
"All our imported items are half off this
weekend" gets cut off to become "All
our imported items are half off this week",
then it skews when your customers think this sale
is taking place. You may actually have a customer
flag your message thinking they have an entire week
to act, when in fact it's just the weekend.
When choosing a good subject to enter
into your email marketing software, the most important
thing is to put yourself in your reader's
shoes. Do not think about the email from your perspective,
but rather from theirs, because it is ultimately up
to them whether or not they open your email. Even
if you come up with the greatest subject, if it doesn't
"speak" to your audience then it
may not produce great results.
Ideally your subject should be between
4 - 8 words written in proper casing. Do not try to
get fancy by writing in all capital letters or including
excessive exclamation marks, because that increases
the likelihood of you getting flagged as spam. It
is also important that you proofread your subject
and ensure it does not have any typos or other mistakes.
An email subject with spelling errors looks very amateurish
(and is probably embarrassing, too!).
The best email marketing subjects will
describe the contents of your email and pique readers'
interests at the same time. The subject is like a
preview for an upcoming movie, where they give you
just enough to know what the movie is about, but they
leave you wanting more. If your email marketing subject
can do that, then it will encourage people to open
the message and read it in full. This ultimately paves
the way for greater results and greater email marketing
A little bit of effort can go a long
way towards boosting the results you get with your
email marketing subject line. By avoiding some of
the main pitfalls and putting on your thinking cap,
you can create meaningful and effective subjects to
drive up the open rate on your email marketing campaigns.
About the Author:
Robert Burko is President of EliteEmail.com,
the trusted email
marketing software used by organizations around
the globe. You can try the complete <a href="http://www.eliteemail.com/email-marketing/">email
marketing</a> solution today for free with a
no risk trial.
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