The subject line is what motivates people to actually open the email, and subsequently affects deliverability. In a survey conducted by Opt-in News, 35% cited the subject line as the main factor determining whether they would open the email. Other than the from line, the subject line is often the only thing people see in their inbox.
1. Subject lines should not be misleading in any way as to the content of the email. They should tell the recipient what is inside, not try to sell it here - Readers will distrust you (and reach for the report-spam button) if your subject line doesn't reflect the email content.
2. Having the Company name and personalisation in the subject line greatly increase the chances the mailing will be opened.
3. Write about the benefits that matter to the recipient. Try to ask yourself the following questions; Will they benefit from taking the time to read your e-mail? What will they learn? Is your product/service going to save them time? Is it going to save them money? Is it going to improve their lives in some way?
4. Avoid spam words like "limited time" and "free" etc. You can use a minimal number of spam words such as “free” in a subject line, just don't make them the first word, use them in conjunction with an exclamation point or spell them in all caps (could get your email filtered). We would suggest that a maximum of 2 spam words should be used here as this is the first port of call for the spam filters.
5. Keep your subject lines to around 8 words and make sure that the most important details are mentioned first so it doesn't get cut off. Don’t forget that anyone receiving the mailing on a mobile phone may be able to see as few as 10 characters.
Shown below is the approximate number of characters supported in the subject line by various email providers:
Client/Device---Subject line length---Example
AOLDesktop Client---93---Now is the time for all good men to come to the aid of their country. now is the time for all...
AOL Webmail---80---Now is the time for all good men to come to the aid of their country. now is the...
Gmail---87---Now is the time for all good men to come to the aid of their country. Now is the time f...
Hotmail---40---Now is the time for all good men to come...
Yahoo---80---Now is the time for all good men to come to the aid of their country. now is the...
Outlook (bottom preview pane)---124---Now is the time for all good men to come to the aid of their country. now is the time for all good men to come to the aid of...
Outlook (side preview pane)---54---Now is the time for all good men to come to the aid of...
1. Subject lines should not be misleading in any way as to the content of the email. They should tell the recipient what is inside, not try to sell it here - Readers will distrust you (and reach for the report-spam button) if your subject line doesn't reflect the email content.
2. Having the Company name and personalisation in the subject line greatly increase the chances the mailing will be opened.
3. Write about the benefits that matter to the recipient. Try to ask yourself the following questions; Will they benefit from taking the time to read your e-mail? What will they learn? Is your product/service going to save them time? Is it going to save them money? Is it going to improve their lives in some way?
4. Avoid spam words like "limited time" and "free" etc. You can use a minimal number of spam words such as “free” in a subject line, just don't make them the first word, use them in conjunction with an exclamation point or spell them in all caps (could get your email filtered). We would suggest that a maximum of 2 spam words should be used here as this is the first port of call for the spam filters.
5. Keep your subject lines to around 8 words and make sure that the most important details are mentioned first so it doesn't get cut off. Don’t forget that anyone receiving the mailing on a mobile phone may be able to see as few as 10 characters.
Shown below is the approximate number of characters supported in the subject line by various email providers:
Client/Device---Subject line length---Example
AOLDesktop Client---93---Now is the time for all good men to come to the aid of their country. now is the time for all...
AOL Webmail---80---Now is the time for all good men to come to the aid of their country. now is the...
Gmail---87---Now is the time for all good men to come to the aid of their country. Now is the time f...
Hotmail---40---Now is the time for all good men to come...
Yahoo---80---Now is the time for all good men to come to the aid of their country. now is the...
Outlook (bottom preview pane)---124---Now is the time for all good men to come to the aid of their country. now is the time for all good men to come to the aid of...
Outlook (side preview pane)---54---Now is the time for all good men to come to the aid of...
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