A great email subject line can help your small business’ marketing emails stand out in a crowded inbox. But, you only have one line of text so how can you make it sing? How do you get the reader to click on your email and not one of the others seeking attention?
Before you start writing your email subject line, step back and make sure you understand your audience. Who are you sending this email to? While all your subscribers might be interested in your services or products, that doesn’t mean they are all alike. A ‘one-size-fits-all’ approach won’t cut it. So take the time to segment your email mailing list into different groups. You can base this on interests, demographics and any other relevant information you may have on them.
Tips on writing a good subject line that hooks people’s interests
- Make sure the subject line in your email accurately reflects the content of the email. Don’t create false expectations, as this will only backfire on you.
- Try and capture their interest either through piquing their curiosity or offering them a benefit.
- People love the promise of free or discounted things, so if you have something to offer them let them know in the subject line.
- But be careful you don’t come across as too spammy.
- Open-ended questions are a great way to spark your reader’s curiosity.
- In an age of mass marketing, personalisation will also mean your small business stands out.
- Try and craft a sense of urgency or FOMO (fear of missing out) if it’s appropriate to the email’s content. This can be a great tactic if you are promoting an event or a special offer that has a natural deadline.
- Use humour
- Keep it short and sweet. A lot of people look at their inboxes on mobiles so if it’s too long, it will get cut off
A good email subject line often makes the difference between a marketing email that’s opened and one that’s ignored. But once you’ve got your subscribers to open your email, don’t disappoint them with content that’s irrelevant to their needs.