The first task of an email campaign is to inspire your recipients to open your message. While there are many factors to consider (frequency, type of message, sender, etc.), the subject line is especially important. There have been many studies of how the subject line of an email message influences the open percentage. Notably, subject lines that are requests for money historically rank among the least opened messages.
So, if you are a candidate or organization that wants to raise money, realize that you will need much more compelling subject matter to engage supporters and motivate them to become donors.
Here's how to write a subject line that gets your message opened.
Avoid These Words
Most email marketers realize that words like "free" and using exclamation points in the subject line will likely land your message in spam filters, but did you know that using the words "help" or " reminder" are likely to reduce your open rate? So, avoid the temptation to use subject lines like "Help Congressman Smith Get Re-elected" or "Reminder - Meet Congressman Smith on Friday."
Describe the Content
When you first start publishing a newsletter, you are likely to start with a relatively high open rate. Over time, this usually decreases. But, if you keep the content, fresh, relevant and useful, you can keep your open rate healthy. Keep some continuity in the subject line, but also make sure your recipients understand the unique content included. Instead of using the subject line "News from Congressman Smith" every time, try something more specific like "News About Changes to the Tax Code".
Subject Line Length
Generally shorter is better when it comes to subject lines, 50 characters or less. Give readers something they can easily absorb. Also, realize that popular web based email services like AOL, Hotmail and Yahoo! Limit subject lines to between 38 and 47 characters. Mobile devices are increasingly important and shorter subject lines are most effective.
The "From" Line
The "from" information can be as important as the subject line. Make it complementary to the subject line. In the example above, the "from" line should be "Congressman John Smith" - no need to repeat that information in the subject line. Make sure to communicate clearly whom the message is from. Don't use the name or email address of a campaign manager or other staffer that recipients are unlikely to recognize. Similarly, use the name of your organization as the "from" line instead of an individual's name.
Follow these simple rules for a more effective email program.
Contact us to start a new email marketing program or improve your current program.
