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3. Does your subject line mention the benefit?
Levison says that a startling high number of subject lines don't give a compelling enough reason to open that e-mail. He gives the example of a subject line from a major marketer that targeted small and growing businesses: "Who's minding the store?"
The message below provided valuable information that small business owners would want to know:
Small businesses are more vulnerable to crime than is generally realized, yet the risks to them are not publicized and too few take steps to protect themselves, says a new study. Don't wait until you are a victim of a crime—take steps now to thwart the bad guys.
Here are a few tips ...
Levison says the subject line doesn't work because the writer went for a "teaser" approach: "Who's minding the store?"
While that might work in an advertisement or flier, it loses as a subject line because no benefit is mentioned.
Levison gives five potential replacements that do:
SUBJECT: Five ways to prevent store theft
SUBJECT: How to improve store security
SUBJECT: Stop store thieves in their tracks
SUBJECT: Don't let thieves steal you blind
SUBJECT: Crime prevention basics
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Social Media ROI
Email Marketing that Works (2nd Edition)