Email Marketing: Effective Subject Lines for Commercial Mailings

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Subjects in emails are a controversial and often discussed topic. We are going to try to review some basic rules and tips so that the subjects of our newsletters, firstly, do not ruin the delivery and secondly, are effective when communicating the message and encouraging the opening of the newsletter. What we should never do Before going into other considerations, we must be clear about some mistakes that we should never make when writing the subject of a newsletter, since they can cause antispam filters to block it:

Do not use capital letters except for the first letter and proper names: putting all or part of the subject in capital letters increases the spamscore and can cause us to end up in the spam folder.
Never send a newsletter without a subject: it will send us directly to SPAM.
Avoid exclamation points and commercial claims such as super discount, great deal, free, etc.
Avoid using a single word.
Do not use excessively long subjects.

The miraculous Lourdes Once we have reviewed what should never beaddress in indonesia included in the subject, before starting to give advice on what we can indicate, we must start from the following premise: the subject is nothing more than the first contact with the subscriber and the key to access what we offer but nothing more. If our offer is not good, if our company does not inspire confidence, if our target is wrong, the only thing we are going to achieve with a good subject is more openings and more disappointed subscribers who, after opening our newsletter excited by a brilliant and motivating subject, find a product, offer or service that does not suit them. Conclusion: a subject does not work miracles, if it is bad it can ruin a great offer but never ever will a great subject make a bad offer successful.

Neither too much nor too little This is how we could define the information that our subject must give. We have an offer, product, service, message, etc. to communicate to our subscribers but we should not do it all at once in the subject. In other words, we should not give all the information and keys, that is what the body of the message or even the landing page is for. But we should not be too cryptic or mysterious either, otherwise, due to lack of information, the interested potential subscribers may end up missing our newsletter. The recommendation would be to always make the message/offer and one or two main keys clear.

Encourage opening but without going overboard We can play on the curiosity of subscribers with the subject to encourage a certain mystery that encourages them to open the message, but be careful not to fall into the error we mentioned in the previous point of being too cryptic. For example, if we sell costumes at a 50% discount for carnival, a possible good subject would be "Do you want to know how to save 50% on your carnival costume?" But if we say "Click here to discover a 50% discount" we are hiding the real offer. They may seem the same, but with the second one we may have more openings but it is also likely that there will be more disappointments and more unsubscriptions.

Test and compareThere are many tips that work in most cases, for example, according to a study by the Epsilon Agency, short and specific subjects work much better than long ones, but unless we are going to do a single mailing (in which case we will have no choice but to use a subject according to the standard advice) it is always best to be our own beta testers and do tests by creating different subjects to compare them. It is also not a bad idea to do small internal pilots or with trusted clients and see how the subject looks in the inbox of the main email clients before launching it massively in production. Logically, we must always maintain consistency in the subject and not cross the red lines of the first point, but, complying with this, we must not be afraid to experiment and try variations in order to identify which subjects work best for us according to our positioning, target, database segmentation and offer. Even to be creative.