One of the most important issues for email marketers is making sure the message makes it to the “inbox” of the intended recipient. While there are several key factors to achieving this objective, the focus of my blog post today will be on the “Subject Line”. Not only does the subject line play an important role in getting delivered, it is imperative to accomplish the main objective of getting your marketing message opened and read by the user.

To begin I would like to share my process in writing effective Subject Lines.

First, it is necessary to define your target audience. You should create a profile of this group using the following questions, and then dive into their minds putting yourself in front of their computer. By defining the audience this will help guide you through creating the right copy for your Subject Line.

Second, I say use the “teachers dress” methodology, short enough to keep it intersting but long enough to cover the topic! Copywriter’s say you must write it in seven words or less, I say the Subject Line needs to be the right length, to capture attention but also to entice users to open the message.

Third, continue to test different subject lines on your lists and measure the results. A subtle change in a word here or there could lead to increases in the campaigns overall effectiveness. If you are targeting demographically, your subject line can be modified to be gender specific or age specific, or both.

Finally,

When you think you have it mastered, push yourself even further and you will find that while this is difficult and teadus work versus just blasting away, true online marketers will benifit from understanding the importance of the subject line.

Jeff Stanislow
Motor City Interactive

Notes from our President Advertising, Internet, Marketing, Social Media