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Best Subject Line Practices for Email Marketing Campaigns

When it comes to email marketing, getting recipients to actually open your email rather than trashing it is a high priority. And what’s the best way to increase open rates? Having a great subject line. Here are some good guidelines to follow when crafting subject lines for your email marketing campaigns.

Be clear
Creative writing is fine in general, but if recipients can’t figure out what your email is about due to an overly “cutesy” subject line, you might want to tone it down a bit. People want to know what’s inside – they don’t want to spend time trying to decipher the meaning of the subject line. Keep the subject line clear, and leave the creativity to the body of the email.

Be concise
Many email program truncate the subject line if it’s too long, so generally it’s best to keep it to 50 characters or less. Leave out unnecessary words, and stick to just one main idea or topic.

Don’t shout
Writing in all caps is akin to shouting, so don’t do it in your subject lines. You might occasionally use all caps in a single word or two, but do so sparingly. The same thing goes for using exclamation points, especially multiple ones.

Use numbers or counts
Using numbers or counts in your email subject line piques readers’ interest, so they’re more likely to open the email. Subject lines such as “5 Tips for Flatter Abs” or “7 Ways to Improve Your Facebook Page” let readers know exactly what to expect in the email and encourages them to actually read it.

With overflowing email inboxes so prevalent these days, it can be difficult to get your recipients to open your email. By keeping the above guidelines in mind when writing your subject lines, you’ll increase the odds that your marketing messages will actually reach their intended audience.

About Lori Mattern

Lori Mattern is Content Manager at bMighty2, where she writes for our blog, helps manage our Facebook page, and develops content for clients. She lives in Indianapolis, Indiana, and received her bachelor's degree at Purdue University and her master's degree at Ohio State University. When she's not hunched over her computer keyboard typing furiously away, she enjoys reading, working out (yes, really), and boning up on her mad WordPress skillz.

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