Subject lines are our “first impression” with advocates. Based largely on that simple sentence that appears in their inbox, they will make the choice to either open the message, or delete it. And considering we expend a considerable effort to effectively write our messages to persuade action, subject lines are a critical component to our online communications. Our hard work is in vain if no one sees the message.
When writing you subject lines, keep the following tips in mind:
- Less is more: Open rates are higher when subject lines are under 50 characters, so be brief and be bright. Use your MS Word word count tool to double check the length before sending.
- Remember the When and Why: The most effective subject lines are urgent, action-oriented, and specific. Use deadlines, embrace action verbs, and be concrete about the issue at hand.
- And Don’t forget the Who: Use the subject line to connect with the recipient and bring the message closer to home.
- Say “No” to SPAM: Some of the very same words that get your messages opened may also cause them to get caught in SPAM filters. Please refer to Quick Tips on Avoiding SPAM Filters for more information.
- Know Your Numbers: Watch the open rates of your messages. They will help you glean which subject lines work for your audience and which ones leave them cold.
Finally, the tips offered here will help you write more effective subject lines, but keep in mind that you will not be able to abide by ALL of the best practice principals at all times in the little space that you have- so choose a strategy to use and don’t get discouraged. For more details and examples of the tips provided above, see Subject Lines That Work.
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