Eye-tracking research reveals that your recipients usually read the first three words of a subject line. No matter how clever you make it. No matter how thought provoking the long-form question. Any line more than four or five words—or about 30 characters—may not get noticed. If that’s the case, how do you pick the right words?
What are the hottest trigger words? The answer depends on what your target audience wants in an email from you. There are many ways to grab attention in a subject line—and we can debate word choices and testing outcomes for hours—but there are five great ways to shape your subject line into a must-read element of your message.
Here they are . . .
The question. Know the problem your list faces. Address that issue in the subject line. Do it in a way that creates a desire to read on for the answer. Quickly resolve the issue in your message body
The teaser. Know what your mailing list wants. What do they need from your product or service? Speak directly to their top desire. Use your email message to show how you can fulfill that need.
The direct subject line. Your list is filled with busy people. Get to the point—fast. Cut to the chase. State precisely what benefit you can offer them right now. Put all other details in the message.
The personal touch. Each list has unique preferences. Feedback surveys can clue you in. Target your subject line to a very specific email marketing list. A targeted list brings better results.
The event tie-in. Your list observes holidays and events. Celebrate with a subject line that connects your product or service benefit to upcoming dates to remember. This works great with retail.
What’s your method?
Whether you pose a question to newsletter recipients or promote a holiday sale to top customers, email marketing is a direct, interactive way to connect with your target audience. By sending out an HTML- or text-based message, you’re marketing beyond a static web page—meeting your opt-in list at the mailbox with an offer they want to see.
Know your strategy. Know your list. Follow more of my email marketing tips by reading my blog.