Harness the power of email subject lines

| November 11, 2009

Avoiding the email spam tsunami

Getting your email marketing campaign seen amongst all the rubbish is a challenge. The more spam in a person’s inbox, the less likely they are to notice the stuff they’ve actually subscribed to.

Even the most tolerant, diligent and observant of us eventually succumbs to spam blindness. So how do you grab the attention of the spam-weary and get people to open your messages?

Luckily it isn’t rocket science. The secret lies with email subject lines. They have to spark interest. And they need to make it obvious – at a glance – that the message is from you.

Helping people to spot your messages

People sign up for updates because they know your stuff’s relevant to them. Effective email headers aren’t about being clever with words. Yes, they’re about selling. But they’re more about recognition. In a busy world, it helps if you make it easy for time-poor people to spot your communications.

So you’ve written a sensible and informative subject line. Next? Apply consistency. Use the same header each time, or variations on a theme. This’ll help build and strengthen recognition. It also acts as simple but effective small-scale brand building.

Some examples

Say your site sells chocolate cakes.

  • Your April email campaign might be headed: Chocoholica April – Feed your passion for white chocolate!
  • And May might be: Chocoholica May – Test drive the world’s finest brownie!

Tags: , ,

Category: copywriting and marketing

By Kate Goldstone - ()

Originally from Middlesbrough, I lived in Brighton for many years before moving to North Devon. I’ve had a passion for words all my life and this is my twelfth year as a freelance writer. In my spare time I draw, paint, sculpt, carve wood and rock, garden, read, write poetry and enjoy long distance hiking. I sing and play the recorder. I collect modernist paintings, vintage rugs and mid-century German art pottery. I’m a member of The Poetry Society. And I am an experienced volunteer shepherd, a ‘Lookerer’.

Comments are closed.