3 Tips for Click-Worthy Communications This Holiday Season

By Christopher Lester

2. Forget About the Formula for the Perfect Subject Line
There isn't one. (Trust me: We've checked.) Every audience is different, so experiment and split-test different messaging to find out what resonates most with your subscribers. With that said, here are a few pointers:

Make it short and sweet. There are two numbers to keep in mind. The first is 32: the number of characters iPhones allow before cutting off the subject line. Another important number is 50: Exceeding 50 characters can sometimes lead to your email ending up in the dreaded spam folder. If you have more to say, continue your thought in the preheader text.
Be clear, but compelling. Busy subscribers are only scanning their inboxes, so don't get too clever with your subject line. It might be hilarious, but you run the risk of them missing the joke—and skipping your message altogether. Instead, provide a clear and specific preview of the content they can expect to see when they open. By all means, be creative, but don't bury the lead. Use the subject line to tease the content so that your audience can't resist clicking and opening.
Find inspiration in your own inbox. Southern lifestyle magazine and Emma customer Garden & Gun recently sent a mailing with the subject line "A Mississippi Roadside Marvel." This subject line is great because it says you're going to see something awesome, but it doesn't give away all the goods. It forces you to open to see for yourself. (And in case you're wondering, it worked. The mailing went to 60,000 contacts, and the open rate was nearly 40 percent!)

3. Don't Skip the Preheader Text
Preheader text is another opportunity to catch the eye of someone scanning their inbox. And the nice thing about it is that it allows you to add content without extending the subject line beyond the cutoff point.