Sizzle Up Your Subject Line for a Festive First Impression
No matter how great your content is in an email campaign, it can get overlooked if the stage isn’t set to inspire your recipients to click “open.” The fireworks should explode the moment it lands in the inbox.
Be bold with your subject line. It's your first impression, so get your subscribers excited so that they march with the parade and read on. Sure the big bang is all the attractions within your email, but you need to create a compelling subject line to get them there. Revolt against a lackluster lead by adding a pithy or informative opening. If it fits with your brand, you can even be a bit cliché. Remember, you want to entice the reader to open and act on the email, not send it to their trash folder.
When you’re writing a subject line, put yourself in your subscribers’ shoes. It needs to tell them immediately why they should open your email — the old “what’s in it for me?” message. Make it specific, valuable and tied to what they signed up for. If the list you’re using is built on a promise for special offers, follow through on what you said you would deliver.
Don’t send what looks like a generic e-newsletter when there was a special reason to sign up. Think of it this way: if you get a plain white envelope marked “return postage guaranteed” and a red, white and blue invitation with the word “BBQ” emblazoned on the front, which would you open first? The same holds true for the email subject line. “August E-Newsletter” offers no reason to open the email.
If you’re having a huge sale in August, make sure that's clear from the start. The same holds true for new stock. Think about the subject line from the subscriber's point of view. They want to know when and what they can purchase in August that wasn’t available last summer. Whether you’re sharing information about an event, top recommendations or new promotion codes, build interest from the start.
While you’re at it, take a good look at your “from” name and “from” address. Declare your independence from generic names like “Support,” “Marketing,” “Newsletter,” etc. These say nothing about who you are and don't encourage subscribers to open your email. Instead, use your specific product or business name to call out who you are right away.
Also make sure you're as recognizable as Uncle Sam. You want your subscribers to recognize that the email is worth their time to click on. Use the same format with each email to brand your business. If you’re working on a lead-generation campaign or you personally know your recipients, consider using a person’s name. Otherwise, use a term that can easily make your emails familiar and have a personal touch.
With these tips you can turn a whimper into something as amazing as any fireworks show.