• Jill Marber

Please Do Not Delete This Email

Updated: Mar 18, 2019

You probably get hundreds of emails a day. Your mom is asking what you are bringing to dinner Sunday night, that restaurant you just visited keeps sending you coupons, your company newsletter is just begging to be read, and your cell phone bill is reminding you it needs to be paid.

Ugh. Who wants to add in another email about some service or product? Guess what…You do! That is because email marketing is still effective. But, it has to be smart and evolve with user expectations.

Just like blogs and articles, emails need a title or subject line to draw you in. Sometimes, the title is more important than the email itself. In this world of message after message, and an overload of content, it may be the only thing they have time to process. And the reality is, your email won’t be read at all if the subject line isn’t catchy. A good subject line builds excitement and anticipation. A bad subject line lands your email in the trash, or even worse, the bulk folder.

So how do you write a subject line that entices the viewer to click “open?”

Give Them Something They Want

First, consider what is going to benefit the reader. Informative subject lines send the message that your user is going to actually get or learn something. They like a clear idea of what the email is going to be about and they like being able to scan quickly for information.

Offer Value

Show that you offer value in your title. What can reading this email do for your reader? Explain in one sentence why what you have will make their lives easier, why your product stands out, or why you can help them. You know who your target audience is, now you need to speak to them and provide an incentive to learn more (coupons anyone?).

Be Transparent

Make it known what the email is about. If you lead one direction in your title, and then your email goes in an entirely different direction, your reader will be annoyed and probably never open an email from you again. No one likes to waste their time. Use strong words so that your audience is confident they are following the flow of the email while getting excited about it.

Take Advantage of FOMO

Create the sense that if they don’t continue and read your email, then they will be missing out on something. Think about your audience. What do they need to know? What are they worried about missing?

Excitement Works

Lastly, make them excited. It is ok to embellish and entice the reader. Just don’t promise something you can’t deliver, but deliver something they haven’t seen before. Use adjectives that scream attention, and create a sense of urgency.

Subject lines are the first impression your reader will get about your email. Make them stand out. It is ok if they are wacky, unusual, or a bit odd, as long as they grab the attention of the reader and push them to read more.