How to Make Subject Lines Work Overtime
Emails are a series of components working together to motivate recipients to act. The subject line has always been a front-line player. Its ability to capture attention in a flash is critical to getting people to open the email for more information. The best subject lines are the ones that stop people before they can move along to the next message. This isn't an easy task because today's hectic lifestyles are filled with distractions. The only messages that get through are the ones that hit the target for an immediate need or are from trusted sources. The best messages combine trust and need.
The challenge for marketers creating email messages is creating trust and targeting needs. Trust comes with time. If your customers and prospects are consistently treated well, they will trust you. Targeting needs is much harder. Even the best analytical minds cannot predict with a high level of accuracy all of your subscribers needs at a given time. Missing the mark by a few days is the difference between a sale and a lost opportunity. Google is working to change that. The Gmail field trial that is currently running changes the email marketing game.
The enhanced Google search delivers a personal experience. The results are delivered from the web, Google Drive, Google Calendar and Gmail. This extends the life of emails exponentially for companies whose subscribers haven't achieved InboxZero. Emptying the inbox every day and reaching the goal of InboxZero is elusive to most people. They try, but the best they can do is take care of the most pressing messages and leave the rest to another day. After all, there are more pressing demands than deleting messages most of the time.
When your subscribers search for products or services featured in your messages, they will be reminded of your email. Having a subject line that includes the search terms increases the likelihood that they will open your email and breathe new life into the campaign. This means that your subject line has to work overtime to deliver a better return. In addition to motivating people to open the email now, it needs to give them a reason to open it later. For example, if your business sells sunglasses, the subject line of "New Styles Just Arrived" becomes "Just Arrived - New Styles from Oakley, RayBan and Gucci." When a recipient uses Google to search for "Oakley Sunglasses," your email will appear with the detailed headline.
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?