Subject Lines

“When it comes to email marketing, the best subject lines tell what’s inside, and the worst

subject lines sell what’s inside.” - Mail Chimp

Two Questions to Ask when Creating a Subject Line

What will users open?

Will the subject line be classified as SPAM?

WILL THE SUBJECT LINE BE CLASSIFIED AS SPAM?

• Subject lines are part of the analysis with SPAM filters.

• SPAM filters assign ratings to your e-mails (and newsletters) along with other parameters to deliver to the inbox or not.

• Remember this when developing your next subject line

Worst SPAM Filter Triggers

• $$$• Order Now• Free • Limited Time Offer • Guarantee• Unsubscribe • F r e e • Order Now • Info you requested

• Free preview • Free Membership• Amazing • Ad • Affordable • Thousands • Remove • Obligation • Opportunity

WHAT WILL USERS OPEN?

• A recent Mail Chimp study analyzed more than 200 million emails to determine which subject lines trigger recipient opening:

1. Leveraging Localization 2. Asking Questions 3. Keeping it Short and Sweet- 50 characters or

less FACT: Emails with 28-39 characters in the subject line had the highest click rates

• FACT: Emails with 28-39 characters in the subject line had the highest click rates

http://visual.ly/how-create-perfect-subject-line

1. Use time sensitive material and urgency 2. Identify yourself in the subject line 3. Be different by using capitalization, quotes,

etc. 4. Provide a call to action to get a response 5. Be very specific and clear 6. TEST!

BONUS!

• We use a tool that really helps with understanding the value of subject lines:

http://www.localnews.biz/subjectLine/ValidateSubjectLine.asp