Writing subject lines is hard. Most of us leave it until the last minute. It seems like the entire world is riding on your email’s subject line (What will get more opens? More clicks? More conversions? Oy!) Compounding this pressure is questionable lists of words to avoid (lest you hit a spam filter), ”best practices” and generally conflicting advice coming from every corner of the internet. One day you might read an article telling you to write really short subject lines, and the next day your boss sends a whitepaper showing that long subject lines perform better. A single source might even reverse a previously held position with a subsequent article. What’s an email marketer to do?
- Keep your subject line straightforward
- Avoid using promotional phrases or, well, things that look (or sound) spammy
- Know your audience. What will interest them?
Take the Melting Pot Approach
The infographic below gathers some of the most common myths, advice and trends we’ve heard about recently. Think of it as food for thought (and not a definitive guide) for the next time you’re writing a subject line and get stumped. Test a few tactics and see what works for you. Come back and let us know what works (and what doesn’t) in the comments. Check out the additional resources at the very bottom of this post: there are many different (and occasionally conflicting) opinions represented there. We’ll be testing, too!
It may seem like the art of crafting a subject line is complex and intimidating, but it’s actually pretty straightforward. Subject lines should, simply put, describe the subject of your email. Yes, really—that’s it!
Click here to visit litmus and learn more about best practices in subject line writing!