In October 2011, I posted a blog about understanding Email Marketing & Designing the Right Message for your Members. This blog post focused on understanding which browser or device (desktop computer, tablet, smart phone, etc.) the recipient uses to view your message.
Along the same lines, your subject title deserves planning. Consider the following:
LENGTH: Some research suggests keeping subject line to no more than 50 characters for desktop users, and less than 30 characters for people using mobile devices.
Because it can be difficult to determine how your messages are read (unless you survey those receiving your content), we would recommend aiming for the middle (between 35-45 characters maximum). Within that short space, you need to deliver a subject line with impact, so that people see potential value in the content and want to open your email to view the rest of the information/offer.
PROMINENCE: Because your subject line could get cut off, put your most important information first. Instead of “XYZ Association’s National Conference Registration Now Open” try “Register Now - XYZ Association National Conference”.
PRECISION: Vague messages are less likely to be opened than those with a specific topic (e.g. Your Information Request). Be careful about static email subject lines, as they may get overlooked over time. For instance, our newsletter is titled “Greenfield Insights”, and it appears on our website as such, however when sending it out via email our subject line focuses on the topic of the email first. Examples are:
TEST-TEST-TEST: Test your message with different subject lines to see which subject line is more effective. Always test at least two different approaches.
- Example 1: Subject Line A: XYZ Tradeshow – Registration Now Open
- Example 2: Subject Line B: Five Reasons to Attend XYZ Tradeshow
Give it a try, your audience may surprise you with more engaged activity!