The importance of the subject line
The subject line is the most important factor when it comes to email open rates. There are a few simple rules that you can follow to create great subject lines. If you follow the following rules you will be able to create subject lines that will get your prospects to be curious and open your emails:
- Don’t be salesy: The ultimate goal of a sales email is to start a conversation. You should sound professional and trustworthy. Avoid salesy expressions like “CLICK HERE TO GET A DISCOUNT” or ‘“BEST OFFER” as they might send you directly to the spam folder.
- Be personal: Personalization is very important, it will differentiate you from your competitors. A subject line with your name always catches your attention, so using your prospect’s name and other company information will show the recipient that you know who they are, what they do and why they might need your product. Put yourself in their shoes and write something you would like to read.
- Keep it short and concise: Be upfront, don’t deceive or over promise because it will hurt your credibility. Choose simple words, your subject line should be short and concise.
- Be coherent and upfront: Your subject line should reflect the content of your email. Write your email first and then create a coherent subject line. If you are selling, asking for feedback, or offering a free trial, say it clearly on the subject line so the prospects don’t feel like you’re tricking them. Don’t over promise or use vague wording.
- Be creative: It is a common behavior to search the web for good subject lines and end-up using the same as everyone else. If you receive 10 emails a day with the same subject line, would you open them? Neither will your prospects. Be creative and original. You can use humor or famous quotes that relate to the content of your email.
- Arouse their curiosity: Creating a little suspense won’t hurt. Arouse your prospect's curiosity and interest and make them want to open your email and read it. Asking questions usually works well.
- Choose action verbs: A cold email should have a call to action. That action can be a simple reply, scheduling a call or a sign up. Build that idea in the prospect’s mind from the first moment.
If you want email to be an effective sales channel for your company avoid mining your own work and don’t be caught using email subject lines that can be preventing leads from opening your emails.