How to Make Subject Lines Work Overtime
The same rules of engagement for subject lines still apply. The only difference is you want to add high quality keywords that will target recipients when they are searching for items or services you are featuring. The following subject line best practices have been adapted to help you capitalize on the new opportunity:
- Put the most important information in the first fifty characters to capture attention and create a sense of urgency. Use the space after the first fifty to add targeted keywords.
- Make the first two lines in the email consistent with the subject line. This is a good place to provide additional information and emphasize the keywords.
- Avoid spam triggers in the subject line and first two lines of the email. Otherwise, even if the email happens to make it past the spaminators and into the inbox, Google will most likely ignore it.
- Be your brand's self. Your customers trust you, so create subject lines that make it easy for them to recognize your company.
- Test, test and test. Don't rely on other people's experiences. Test to see what works best for your company.
The field trial is in progress now. If your subscriber list has a high volume of gmail users, you may want to start testing now to find the best ways to capitalize on this opportunity. Knowing Google, the senders who get opened the most are more likely to be at the top of the results. Shouldn't that be your company?