If you are like me, you quickly glance at the subject line of an email and make a split second decision about whether the email is to live or go to the bin. It might be a great email with insightful content, but if it doesn’t have a compelling subject line, most of us won’t bother opening it.
Therefore our mission (should we chose to accept it) is to make sure all our own emails have great subject lines.
Here are a few tips to help:
1. Keep it short
As a general rule of thumb, less is more. It generally doesn’t pay to try to write a whole sentence explaining the reason for the email. Plus with many readers viewing the email on their phone, the subject line won’t fully be visible anyway. According to Ayaz Nanji (in his blog MarketingProfs), subject lines with 6-10 words are opened the most (21%); 5 or fewer get 16%, and 11-15 get 14%.
Top tip? Put the most important words at the front and use 6-9 words.
2. Power Words
There is such a thing as a ‘power’ word—a word that has been show to illicit a positive emotional response. Whether they help to create that fear of missing out (Today only! 20% off all IP Phones) or entice consumers with an intriguing statement (The secret to choosing the right VoIP provider), these words will help illicit enough curiosity from your readers to get them to open the email. The trick is not to over use them, or use the same ones repeatedly.
Top tip? Start using the following proven power words in your marketing and sales subject lines: Shocking, Amazing, Unexpected, Outstanding, Surprising, Lies, Secret, Latest, Effective, Best, Ultimate, Challenging, Exact, Only, Absolute, Top 10, Mistakes, and Confusing.
3. Spam Filter Words to Avoid
Some words will trigger Spam filters immediately. Some are obvious—like ‘penis enlargement’ or ‘African Prince needs help’. But what about honest ones that we ourselves at VTSL might use, like ‘Affordable High Speed Internet’, or ‘Save money on VoIP telephone systems’? Sadly, no matter how honest the intention, certain words are going to send your dear email to the Spam folder of its recipients.
Top Tip? Don’t use the following words in your subject line: Urgent, Incredible deal, Apply now, Help, Cash, Cheap, Rich, Discount, Guarantee, Percent off, Dear friend, Opportunity, Free, Advertisement, Penis-enlargement, Nigerian Prince.
4. Subject Lines to Try
If you think of your email as a solider, battling for the survival, trying to avoid the death of being sent to the bin, you begin to see that that your subject line is both your greatest weapon and first line of defence, i.e. seriously, critically, hugely important. Depending on your role and what your company does, it may take some experimenting to find out which types of subject lines will help your emails to survive best.
Top tip? Experiment with these proven types of subject lines:
Ask a Question
Example: Know why you are overpaying for phones?
Be Provocative
Example: The secret to getting the most from your VoIP system…
Clearly Show the Benefit Inside
Example: The Impact of Not Having VoIP Phones
Be Intriguing
Example: The number one reason your sales are static
Ultimately however there is no exact formula to subject line writing. And so long as you don’t say you are a Nigerian Prince, your battle is halfway won. To learn more about VoIP phones, how you can get the best business phone system or what VTSL do… visit our website ww.vtsl.net or call us on 020 7078 3200.