7 Must Avoid Email Subject Lines.
The subject line of your email marketing campaign is extremely important. It lets the receiver know what the email is about. It is one of the most vital pieces of information receiver can see before opening the email. Hence, email subject line does have an effect on the receiver’s decision, to open the email or not. Avoid making silly mistakes and blunders with these tips.
1. Email Subject Line in Not “THE BIGGEST” Deciding Factor on Whether the Receiver Opens the Email.
Yes, you read it absolutely right. The subject line is not the most important thing to a receiver when deciding whether to open the email. No matter what you read on zillions of blogs or how to guides for email marketing, the subject line is not the biggest factor and cannot make the reader open your email on its own. So, what is the biggest factor receivers’ of your email campaigns use to decide if they should open the email? It is the sender. It is not what the message is or how tempting the subject line is. In the end receivers of the email make a decision based on who is it from. Which is very rational, if you think about it. You a lot more likely to open an email from your friend than to open an email from an unknown sender. Don’t Send the email from no-reply or admin. Give your email a character. Use a real name as sender name instead.
2. Subject Line’s Goal isn’t the Only Email Opens.
Keep this in mind next time you are writing an email for your email subscriber list. The goal of any email campaign is never merely to get the readers to open the email. Do not write a click-bait post just to get the reader to open it. Keep the goal of your email campaign in mind. If you want your email list to know about new feature or product keep that in mind when writing a subject line. You would achieve nothing by only getting the reader to open the email.
3. Deliver What You Promise on Your Subject Line.
If you promise something on your email subject. You must deliver it. There is probably no worse feeling than, being let down. Readers hate it. So, only promise what you can deliver and no more. Promising something in the subject line and then not delivering may also result in readers deleting your email or tagging your email as spam out of frustration. This is bad, as you get a shorter email list. As well as lower deliverability in the future, as a result of deletes and spam tags.
4. Don’t Buildup Too Much Hype.
It is a continuation of the above tip. Some email marketers love to build up hype around their products, especially those doing a before launch email campaign. Often these campaigns result in a series of emails building up the hype of the product. While it does have huge advantages, it is a two-edged sword. Build the expectation too high or deliver too little and you would flocks of readers clicking the unsubscribe button on your emails.
5. Never Sensationalize Subject Line of Your Emails.
People learn from others. We all have seen Facebook posts with sensational titles. YouTube videos with millions of views with sensational headings. So, why not do it for email marketing? It is simple. Email marketing is different than Facebook posts or YouTube videos. Email is one to one communication. You can’t achieve anything based on “herd behavior” on emails. There are so social element to it. You are not clicking something just because cause 1 million people click it before you. It may even work against you, if people open the email with great expectation, only to be disappointed a minute later.
6. Write A Very Long Subject Line, Which is Not Fully Visible to Readers.
While sending emails with a descriptive subject line is good. Do not write a subject line that is too long. Most of the email service providers should at-least 3 things to email recipients. Sender name, subject and time at which email is received. Between the sender name and time subject line has a limited space. While it is not too small of a space avoid subject lines which are more than 12 words. This would result in the subject line being overlapped by the time section. And the user would not be able to read the subject without opening the email. To use the space better, keep the subject line with 7/8 words or less.
7. Avoid Writing 2 Word Subject Lines.
Although, 2-word subject lines to look coll and capture recipients’ attention. It is not a very practical approach. The biggest threat to a 2-word subject line is being considered as a potential spam. Especially when you are sending emails to a large email list, it may look fishy to email providers. As many spammers do use a sensational 2-word subject line to get more opens. Also, a 2-word subject line may not convey the message to the recipients very well. A well descriptive subject line does get more opens for your email than cheeky 2-word subject lines.