The subject line of a campaign e-mail: short, honest and saying what is inside

SEO & Marketing·· 82 views· 2 min read

The short answer: the subject decides whether the e-mail gets opened. It should be short, written as a normal sentence and say what is inside. Capitals and too many exclamation marks are among the mistakes that send campaigns to spam.

Before and after

Weak Better Why
HUGE SALE!!! Backpacks and notebooks discounted until Saturday Says what and until when, without shouting.
Newsletter no. 14 Three new dishes on this week's menu Nobody cares about the issue number; they care about the content.
You will not believe this We have opened a new branch in town Mystery looks like bait and annoys people who open.
Hello Ana, your place on the course is confirmed Concrete, with the person's name.

Simple rules

1 Short. On a phone, a long subject gets cut off and the end is lost. Put the point first.
2 Honest. What the subject promises, the e-mail delivers. A misleading subject gets one open and then unsubscribes and complaints.
3 No capitals or strings of exclamation marks. No «FREE» in big letters.
4 With a sender people recognise: the company name, or a person's name plus the company's.
Do not fake a conversation. Subjects starting with «RE:» or «FW:» in a campaign make people feel tricked, and filters know the trick too.
Compare subjects using the numbers. Opens in each campaign's report show which kind of subject works with your list, bearing in mind that opens are not exact.

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SEE ALSO

Reading an e-mail campaign report: sent, opens, clicks, top links and unsubscribes

The spam checker before an e-mail campaign: what it is for and how to act on its advice

Letting the AI propose an e-mail campaign: subject and blocks from a short description

Building an e-mail campaign block by block: header, text, image, button, divider and footer

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