Marketing email subject lines: 6 best practices

Emails are one of the cheapest marketing tools for businesses, but they’re only effective if your customers open and read them. 35% of recipients believe they are influenced by email subject lines. It is therefore essential to create effective objects.

What is the first thing your email recipients see? Yes, that’s it: the subject line of your e-mails. Its level of importance is comparable to that of the first words of a Facebook caption or the back cover of a novel. It is the virtual equivalent of a knock on the door or a sales pitch. Effective subject lines make recipients want to open the message immediately. A guide to email marketing for small businesses

In this article, learn everything you need to know about email subject lines.

Marketing email subject lines

First, think about how you will evaluate the performance of your objects.

If you’re sending multiple emails and using different subject lines, how do you identify which ones work best and which don’t? To do this, you need to identify the key performance indicators (KPIs) that will allow you to determine the return on investment (ROI) of your marketing emails. You should choose KPIs based on your business objectives. Learn how to stop unwanted messages

The KPIs presented below are a reflection of recipient engagement and the overall performance of an email campaign.

  • The open rate:  to calculate this rate, divide the number of emails opened by the number of emails sent, then multiply the result by 100. Thus, if you send 10 emails and two -emails have been opened, the open rate is 20%. According to HubSpot benchmarking, the average email open rate is around 20% across all industries. So, if your open rate is lower than this average, it means that your email subject lines are not effective. Submit different variations to see which ones resonate with your audience.
  • Click-through rate (CTR):  To calculate this rate, divide the number of clicks on emails opened by the number of emails sent, then multiply the result by 100. According to HubSpot, the average CTR rises to 7.8% across all sectors. We advise companies with low CTRs to experiment with different objects and call-to-actions to identify which generates the most clicks.
  • Email complaint rate:  To get this rate, divide the total number of complaints by the total number of emails sent, then multiply the result by 100. Your email complaint rate should always be less than 0 .1%. This corresponds to one complaint per 1,000 emails sent. If you have a high complaint rate, it may indicate that your email subject lines make your recipients think they are spam. To avoid this, you need to create personalized and interesting objects.

Next, review best practices for creating objects.

By giving a little more time to crafting your email subject lines, you can increase your open rates, get more clicks, and avoid the spam folder. Follow the following five strategies to improve your items. 7 ways to improve customer engagement

1. Customize objects.
Personalization of subject lines promotes the opening of e-mails. For example, you can add the recipient’s first and last name. For an even stronger impact, you can wish him a birthday, mention a place or reuse his preferences. To save time, set up email series (multiple emails sent automatically on a set schedule) with custom subject lines through your email service provider. For example, when Julie celebrates her birthday, she will automatically receive a personalized email such as “Happy Birthday Julie!” Quickly discover your gift. What are Natural Stones, What are the Properties of Natural Stones?

When you personalize the subjects of your emails, you encourage recipients to open them, but not only: do you show them your gratitude and encourage them to make a purchase. Offer them a discount in the birthday email or let them know when a long-awaited item is available.

2. Show the value you offer.
Highlight the usefulness of what you offer instead of focusing your communication on the sale. By showing the value offered by your email, you stand out in often overcrowded inboxes. For example, the subject line “Our customers’ favorite recipes” indicates that the email is full of interesting information and will make all the foodies on your mailing list want to open your email.

3. Use action verbs.
Use action verbs to grab your recipients’ attention and get them to take the action you want. For example, the subject line “Sign up to receive invitations to our events” will probably be more effective than “You will like our events”, especially if you want your recipients to register for your events. Action verbs like “register”, “subscribe” and “download” convey a sense of urgency and arouse the curiosity of recipients who will be eager to see your offer.

4. Use an emoji or two.
Emojis attract attention in a unique way. Provided it is appropriate for the situation, an emoji can add a lot of value to your subject line and thus help increase your open rate. However, emojis should be used for a specific purpose. If your subject is about a discount or big news, add a smiley face with sunglasses or hearts. If it deals with a serious subject, for example, if you have lost your customer data, avoid using emojis. How to Generate More Leads for Your Small Business?

5. Ask a question.
What better way to interest someone than to ask them a question? So, do it in your object! For example, ask your followers “Which style will you choose?” or “What’s your favorite taste?” to grab their attention and entice them to open your email.

6. Write concise subject lines.
Your subscribers will probably read your emails on their smartphones or computer… So write for mobile devices! They should be able to see the entire object on their screen. Try to limit yourself to 40 characters. If you can’t, place the most important words or messages at the beginning of the subject line. For example, instead of writing “We have great news to tell you about our store!” try “News from our shop!” “.

7. Avoid the spam folder.
Let’s start at the beginning: if you want your recipients to read your emails, they have to arrive in their inbox! If we understand from the outset why certain e-mails are directly classified as spam, other reasons may surprise us. Follow our advice to ensure that your e-mails arrive safely!

  • Avoid writing the entire subject line in all caps, or your reader will feel like you’re yelling at them.
  • Don’t use too many asterisks or punctuation marks, which denote a lack of professionalism.
  • Banish words known to trigger spam filters, such as “free offer”, “lottery winner” and “save $XX”. here is a detailed list of words to avoid so as not to end up directly in the spam folder.
  • Don’t send emails with one-word subject lines, as they provide no value.
  • Don’t try to trick your recipients by starting the subject line with “Fwd:” or “Re:” into thinking it’s an ongoing conversation.

Choose a subject related to the content of the email.

The tone and content of the subject lines differ depending on whether they are promotional e-mails, newsletters, or announcements.

If your business sends out a newsletter regularly, subscribers will expect to receive it. So, make it clear in the subject line that the email is part of a series on its own so recipients recognize it right away. For example, “What’s New: The March Catalog” or “Thomas Consulting Weekly Digest”.

Creating an email to announce exciting news? Attract your recipients with the subject, for example by using a capitalized word or a funny emoji. If you are announcing important information, you can bet on simplicity. For example, the objects “Our new site is open!” or “Now open until 10 p.m.!” are more than enough. A guide to email marketing for small businesses

If you’re creating an advertising email, the subject should say so clearly. Your recipients need to know what the email has to offer them before they even open it, and the subject line needs to inspire them with such excitement that they just want to click on it to open the email. -mail. Think of subject lines such as “Free delivery on your next order”, “15% off on your next visit” or “Inside: a gift awaits you” to arouse the curiosity of your customers.

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