Lead Generation Tips – Writing a Good Email Subject Line

Posted on 08. Nov, 2011 by Duncan Macdonald in Lead Generation, Lead Management Blog

So you have set up a newsletter or a regular email with the goal of generating leads and promoting your brand. Often you will have spent considerable time making the email look great, getting the key benefoits of your offering across. All well and good but what if the email is never opened.

Provding your list is opted in, then the single most critical part of the campaign is the subject line.  Its purpose is to persuade the reader to learn more and to open the email.

You need to keep a few guidelines in mind when creating a good and enticing one:

1. State the purpose of the email

Your subject line should be clearly and effectively conveying the goal of your message. This gives your prospect an idea of the value of the email and set the expectation.

2. Keep it short

Keep your subject line to 50 characters or less. It’s known that shorter subject lines generate higher open rates plus some email applications will only display a limited number of characters especially when a lot of email will be viewed on a  mobile.

3. Use Keywords

When possible include early on, the keywords relevant to the campaign. Make sure the real point of the email, its focus is seen up front.

4. Avoid spam words

Words like  free, special offer, credit are often considered spam words by ISPs. If possible try and avoid.

5. Avoid gimmicks

Your email is competing with many others and readers are wise to gimmicks. Avoid, be genuine and get to the point.

6. Use the from line

Add your company name to your from line and you promote your brand and increase credibility. This can result in greater open rates and saves the need to include in the actual subject line.

7. Add personalization

Sometimes including a recipient’s first name or last name can slightly improve open rates.

8. Test
Split your email campaign and test different subject lines to see which one has a higher number of opens. Then reuse the format, they key traits on the next campaign.

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Tags: Lead generation, Marketing