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Filed under: Tip of the Day
 Most distributors today are doing some kind of e-mail marketing, either through direct promotions or e-mail newsletters. But they often don’t spend enough time on the one thing that just about every e-mail recipient sees: the subject line.
The key is to make people open your e-mail marketing efforts. Here are four tips to make sure that your subject line stops them from just hitting delete.
- Write the subject line last. “It makes more sense to come back to the subject line after you finish writing the content,” says John Arnold, author of E-mail Marketing for Dummies and Web Marketing for Dummies. “Look for the most compelling topic to highlight in your subject line.”
- Give a hint. “A vague subject line is a waste of space,” says Arnold. For example, consider a monthly newsletter with the subject line of, “Bob’s Bistro Newsletter: March, 2011.” According to Arnold, “This fails to tell the recipients anything about what they will find when they open the e-mail and offers very little reason to do so. A better approach for a newsletter is, ‘Bob’s Bistro: Our favorite recipes shared.’”
- Keep it short and simple. In just three seconds or less, recipients will either open or delete your e-mail, says Arnold. And, “With only 30 to 50 characters, including spaces, to create a winning subject line, you must convey your most powerful statement into those few words.”
- Feature a benefit. Compel people to open the e-mail by providing one clear benefit that is found in the e-mail. But, stay away from words like “free” or “guaranteed” because those often get caught by spam filters.
From Counselor magazine’s March 2011 issue.
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