What does the subject of the letter affect?
First of all, on its openability. The subject is the title of the letter, that is, the first thing a person sees when looking through the incoming message feed. The decision to open or not to open the letter is made at cosmic speed, so the subject of the letter should not cause any doubts. Research shows that about 47% of subscribers open a newsletter based on the title.
If you look at it globally, the subject of the letter affects the subscribers' expectations of your newsletters. If you disappoint them, they will unsubscribe. And vice versa, if the subject lines are strong and the letters are interesting, the recipients' loyalty will grow and over time they will become advocates of your brand.
Now let's move on to the most important part. We've collected useful tips that will help you understand what to write in the subject line of your email and what you should avoid.
Be brief
According to research, the shorter the subject line, the more likely it is to be opened. The ideal subject line length is about 44 characters. Why is the length so important? First, a short subject line stands out from others and helps the subscriber quickly determine the value of the letter. Second, it is guaranteed to be easy to read on a mobile device, and 3 out of 5 people check their email on smartphones.
It is important that the subject reveals the content of the letter, is capacious and effective at the same time. If you understand that you cannot express the idea briefly, put the main thing in the subject, and the details in the preheader. To shorten the title, look for synonyms, for example, “acquire” can be replaced with “buy”, and “take part” with “participate”.
Examples:
Mebelion — Digest of discounts.
Short, informative and clear.
PichShop — New. Home party is always fun! Design. Ideas Gifts
One word is enough to hook. And you can learn about the details from the preheader.
Don't use Caps Lock
For many years, email caps lock has been associated with spam in the minds of subscribers and makes them nervous. In addition, a subject line written entirely qatar business email list in capital letters will become a suspicious marker for spam filters and the mailing may not reach your readers at all. As an experiment, you can highlight one word in the subject line with caps lock, but you should only send such a letter if your domain has a good reputation . Exclamation marks in the subject line should also be avoided, as they negatively affect the open rate of mailings. It is better to save emotions for the text of the letter.
Successful examples with Caps Lock:
Pandora Russia — 35% ON EVERYTHING is already in effect
Dr.Martens LAST CHANCE: Free gift with any footwear order
Remove stop words
To prevent mailer algorithms from sending you to spam, you need to check the subject of the letter for marker words. There are quite a few of them, but most often they are related to employment (freelance, earnings, income, no experience, business), money (debts, payments, loans, payments, bankruptcy) and marketing (promotion, buy, advertising). The most convenient way to check subjects is with special services, such as Spamtester from BazaarEmail.
Add emoji
Emojis in the subject line still have a positive effect on open rates , although subscribers react to them more calmly. Even in the subject lines of newsletters from reputable banks, you can see emojis with a bag of money, coins, or a wallet. If you also want to dilute the subject line with emojis, there are three rules:
Don't overdo it. If there are too many emojis in the subject line, users may mark the email as spam.
Choose emojis that match the subject of your email.
Check how emoticons are displayed in different email clients.
Examples:
LetyShops — ? About plans for the evening
Dribbble - ? Listen to the User
Personalize
A personalized subject line increases the likelihood of openings by 26%. And it’s easy to explain — no one wants to receive a faceless mass mailing. To make sure that the subscriber opens the letter with joy, add their personal information to the subject line, such as their name, the name of the city they live in, or their bonus points. It’s important to remember that a letter with such a subject line should also be personal, otherwise you will disappoint the recipient. Even the name should only be used if you are congratulating a person on their birthday or giving them a personal discount on the products they were interested in on your website.
Examples:
Lingualeo - Is there a gift in this letter for you?
HH.ru — Dariya, have you decided to change jobs at the end of the year? We analyze all the pros and cons
KARO - Daria, what are your plans for Tuesday?
Create a sense of urgency
We all know it: when there are no time constraints, we relax and put things off until later. Want to perk up your subscribers and encourage them to open your email? Create a sense of urgency and tell them that your great offer won’t last forever.
Examples:
The Body Shop — Product of the Day! 25% off Foot Care
Yandex.Refuels — Don't miss out on the benefit: you can fill up with a 3% discount
Lingualeo — Cyberdiscount battery is running low
Intrigue and arouse curiosity
An evergreen technique that helps hook people and make them click on your email. You can hint at the contents of the email without revealing any details or ask an interesting question. If you want to try this technique on your audience, test different options and see which topic resonates with subscribers the most.
Examples of intriguing headlines:
Synchronization - How was the best film of all time made?
Mel — Lasagne, Kimchi and Cheesecakes: What Schoolchildren from Different Countries Eat
Use your Tone of Voice
How do you usually address your customers — as “you” or “you”? Do you joke or remain serious? Do you want to appear as an expert or a friend in their eyes? If you have already found your brand voice, use it in your email subject lines. This way, subscribers will get used to your newsletters faster and will be happy to see them in their inbox feed.
