How many subject lines come across your inbox every day? Which ones intrigue you the most? As a marketer your subject line is one of the most important components of your entire email. It is the first thing your recipients see in their inbox and will likely determine if they engage.
Below are some subject line tips that may help you increase open rates and lead your customers down a path of engagement.
1. Track the Best-Performing Subject Lines
What resonates with your customers? Do your subject lines promote urgency with wording like "Last Chance" or "Exclusive Offer, Today Only"? Do discounts that represent ‘dollars off’ produce higher open rates than those advertising ‘percent off’? For example: “Save $25 now!” Vs. “Save 30% before it's over!” Do your subject lines entice the reader to open for more information?
Action Steps: Answer these questions by going back and looking at open rates and subject lines from the past quarter; this will help you find the themes that produced the highest open rates. Next, go back further and review your data from the entire last year in order to get a comprehensive view of what your subscribers respond to and see if certain types of subject lines produce higher engagement and at what rate.
2. Consider How Your Subject Lines Look on Mobile
Yesmail's Q4 2015 Email Marketing Compass reported that over the past three years, more than half of all email opens have happened on mobile devices. The optimal lengths for email subject lines have been debated for years. However, it is important to keep in mind that mobile devices will show only 25-33 characters from a subject line.
Here is an example of a subject line that is 75 characters long and how it renders in a mobile device. You’ll notice that while the full subject line conveys a lot of information in a desktop environment, its mobile equivalent is a lot less informative. If you were to view this email on your mobile device, you’d know this is a promotion of a SALE but you would not realize this was a 4-hour, today-only sale.
Full Subject Line:
SILVER EAGLE FLASH SALE: Your early access for today's 4-hour sale is here!