Email Subject Lines: The Best and the Worst
Awhile back, I wrote an article entitled “How to Increase Email Open Rates”. The second item it touched upon was related to subject lines and how a good subject line impacts your open rates.
While surfing the Net the other day, I came across a list a company had composed of the best and worst open rates, based solely on the subject line. While the highest rates were in the 60-87% range, the worst were an embarrassing 1-14%.
Their study proved me out. The highest open rates were for subject lines that didn’t leave much to the imagination. They oozed, “You’re about to get some good information” rather than “Have I got a deal for you!”.
Almost 100% of the high open rates included the company name in the subject line. Although not tested, I would think your name would work also IF you have branded yourself and your name would be recognizable to the majority of your readers. This may also pertain to the website or product name as part of the subject line.
A key ingredient to getting your email opened - and NOT having your reader unsubscribe - is to be honest with them. Do not use a subject line meant to get the click in a less-than-honest fashion. If you’re sending a newsletter, say so. Include the name of your ezine and the publication date or main subject. If it’s a report series, include the name of the report and “Part 8″. If it’s promotional, you can say, “Before You Buy: My XYZ Review.” (Of course, make sure it IS your review and not a cut-and-paste job from the merchant!)
What are some of the best - and worst - subject lines you’ve seen? Share them here!
Debbi Bressler
Email Marketing Specialist
Get Response
Tags
email marketing, autoresponders
