Marketing Email Subject Line Best Practices

Writing marketing emails is one thing you’ve probably done many, many (too many?) times before, but how do you find the extra time to craft beautiful subject lines when you have so many other things to do? The truth is, your customers are being overloaded with emails every day (there’s just a small sum of 205 billion emails being sent daily around the world) so, writing subject lines that follow basic best practices will make it easier for you, and your customer stays in touch.

Subject lines are the most important part of your email since it’ll be what your reader bases their opening behavior off of. You could have an amazing email to notify customers of an upcoming event or a new promotion, but if your subject line is too broad or too long and wordy, or missing altogether, people probably won’t be motivated to read your email. But don’t panic! We at DiM are pro’s in this department and are here to help take the stress and pressure out of writing amazing subject lines by giving you five easy tools that will help you write the perfect subject line every time.

  • Write your subject line first

According to Business Insider, most people leave the subject line as the last step to their email writing process, leaving it as an afterthought. This can result in subject lines that aren’t relevant or are too broad or forgetting to put one in altogether. This will likely lead to negative results in your email open rates. Try writing the subject before writing the email so that you can set the goals and tone of the email. This will also leave you knowing that it has been taken care of so there is no risk of accidentally sending a blank subject line again.

  • Keep it clear and concise

One of the key things to remember when writing marketing email subject lines is to keep it clear and concise. Make sure you express what you want to say using simple language, avoiding big complicated words that one might need to look up to understand. You want your readers to understand exactly what will be in the email the first time they read it. So, don’t be afraid to say what you want to say in simple words. Oh, and according to our friends at Campaign Monitor, try to keep it around 41 characters (approximately seven words) if possible.

  • Place the important words at the beginning

I think we can all agree that in any kind of business communication, you always want the important information first. This ideology is the same for subject lines. A study done by Text Request found that out of the 205 billion emails sent every day, an individual on average receives 88 emails per day, 40 of which being business related. From this, we highly recommend that you include the purpose or relevant detail at the beginning of your subject instead of burying it at the end.

  • Make it informative

Since we know that your customers are receiving a hefty amount of both personal and business related emails every day, we know that you have to remember to make your subject line informative if you want them to open it. It can be easy to write a subject line that is general, but we challenge you to take a few extra seconds to add a few extra keywords that will help your customers know exactly what the purpose of the email is. Although general subject lines aren’t entirely wrong to use in personal communication, we recommend that wherever possible, try to summarize the email in seven words or less with business communication to make sure that your customers are getting all the information needed in order to prioritize that email on the reading list.

  • Use title case style

Title case style includes capitalizing:

  • First word
  • Verbs
  • Nouns and pronouns
  • Adjectives
  • Adverbs
  • Any word that’s more three letters

Subject lines with title case style are often seen as more professional, which explains why it is the most common subject line style in business communication. Using this style will ultimately make your emails look more polished and professional (and let’s be honest, who wouldn’t want to come off that way to their customers). Although ‘sentence style’ (only first word and proper nouns capitalized) is also widely used, it come across more conversational and casual because of its similarity to social media captions, so we recommend sticking to title style when sending marketing emails.

We can all agree that making sure your marketing communication messages are being read is a priority in business. By keeping your subject lines clear, placing the important information at the beginning, making them informative and using the right type style will help you make your organization thrive with internal communication.

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