Create a Captivating Email Subject Line

When email began to be the most common method of communication amongst consumers, businesses and firms started recognizing the incredible potential of marketing via this communication network. However, email marketing started to slip in the past few years as consumers became fed up with spam email messages. When email account providers started offering spam filters and allowing consumers to instantly direct communication from certain senders to the trash, email marketing started to lose its effectiveness.

Now, however, that trend is reversing. Because so many consumers are accessing email on an hourly basis by using a mobile device, the presence of advertisement email in an inbox is not as overwhelming. Consumers rarely have to sift through pages and pages of emails. The number of emails is managed on a regular basis, so the effectiveness of email marketing has started to improve. If you plan on using email contacts to market your firm's services, the most important element of an effective email marketing campaign is the subject line.

The Benefits of Email Marketing

Email marketing is beneficial to a firm because it is highly personal, very direct, and incredibly efficient. With email, marketers are able to include more words and more in-depth communication than is possible with an ad campaign on Google or Facebook. Consumers are also more likely to spend time reading the content in an email rather than paying attention to the content in a sidebar advertisement. Also, email is more likely to receive an immediate response from consumers, and businesses can generate conversations with interested consumers via email marketing.

Why is the Subject Line So Important?

Why, though, is the subject line of an email marketing campaign so crucial to the campaign's success? The subject line is often the only portion of the email that a consumer sees. Many consumers set up their email accounts to reveal the first few words of an email's subject line. With these few words, the consumer will evaluate whether the content contained in an email is worth the reader's time. Marketers have two or three words' worth of opportunity to entice a consumer and encourage him or her to read the email in its entirety.

Offer Value in a Few Words

Because the subject line is limited to only a few words, it is important to offer value and merit immediately. Using keywords that interest consumers on your email marketing list is a great way to show the consumer that the content contained therein is valuable. Avoid superfluous words that do not communicate information about the email, your industry, or your firm. Keep the subject line simple and easy to comprehend in a split second.

Don't Sound Like a Spam Message

One of the biggest issues with many email campaigns is a subject line that makes promises that sound too good to be true. Consumers don't believe that their problems can be solved in an instant. They don't want to hear empty promises. Avoid spam language, and keep the subject line of an email campaign informative, brief, and to the point.