The inbox, where good e-newsletters go to die! You may have designed the perfect template, filled with perfect content. But if you do not have the perfect subject line, all the hard work and time you spent on your e-newsletter would have been for nothing. 
Here are 7 key points to consider while creating your subject line. I took some time to sift through my own personal inbox to pull real life examples of great headers used by businesses today.
Whether your a B2B or B2C business, these tips are proven to improve your open rate:
- Keep it short and sweet An email subject line is only 40 characters, or five to eight words long. Anything longer than that will get cut off on mobile devices. Cut your header down as short as it can be. You’d be surprised how powerful you can be in a few words.Example from my inbox from Kate Spade: “wheels up…”This email features luggage for sale, yet it doesn’t overtly specify that. The few words instill intrigue in the subscriber, while still hinting at the content inside.
- Ask a question Questions are great attention-getters. Whether the question is answered in the e-blast or is something hypothetical, it inspires subscribers to open your newsletter learn what your organization has to say. Questions not only peak curiosity, but they feel incomplete on their own. They prompt subscribers to question what they know on the subject, usually resulting in them clicking to hear your expertise.Example from my inbox from Sephora Beauty Insider: “Confused by contouring? Start here”Sephora knows its audience is interested in learning new makeup application techniques, and exerts itself as an expert in beauty trends while selling products. It uses a question about the subscriber’s knowledge of a particular trend to get them to open their e-newsletter to learn more.
- Include a deadline If you are running a promotion for an event or special offer, use the now-or-never technique to be sure the email is not ignored. With emails, we often have the mindset that if it’s not important, we’ll get to it later… which usually never happens. Make it important by setting a short time frame for an individual to act upon an action.Example from my inbox from Nine West: “Get Clicking, the clock is ticking. 40% off ends tonight”The rhyme may be catchy, but what really drives consumers to open this email is the phrase “40% off ends tonight.” That is a sweet discount with an expiration date. There’s no time to put that email off!
And, on that note, my time is up (for this blog anyway). Tune in next month to explore the remaining 4 ways to engage with email subject lines!
