I wanted to share with you my article or questions I answered for Marketing Profs last month which they only published a few of my answers. Since it was truncated I thought you might want to see my full answers to their questions.

A) What makes a good subject line?

Are length, brevity and personalization the keys to good subject lines? I have found that it’s not this magic combination, but the constant testing and versioning of your subject lines. Good subject lines are not simply conjured by a copywriter and often can’t be repurposed time and time again. Good subject lines are ones that are in constant state of flux and improvement.

The Elements of a good subject line are:

1. Clear

2. Actionable

3. Relevant

4. Short

If you can follow these above four items you are on the right path.

B) Tactics for improving email open rates with subject lines:

1. Timing - look at what times your subscriber base not only opens once but when they come back again. These subsequent opens will help you to chart your course.

2. When do they buy/convert or hit a goal page? By tracking web behavior and combining those metrics with email behavior, specifically opens and clicks, you will start to identify patterns which will help determine hot spots to drive the open.

3. Subject line testing. Are you testing dynamic subject lines driven by profile data or by past behavioral data? The secret is not always in using the name but using what’s important to them. What relevant brands or benefits tied to your campaign? Not shoes, but Nike. Not batteries included, but ready to use. Using specific and relevant brands you might sell, and a benefit-focused offer will give relevance and credibility, setting you apart in the inbox.

C) What you believe should be avoided in subject lines for best results.

1. Avoid being “salesy.” Always pushing your sales agenda will reduce the open rate and conversion rate.

2. Avoid ALL CAPS in subject lines. They feel like you are shouting for attention and not being respectful of your subscribers’ time.

3. Don’t be overly creative with your subject lines. Now this might sound odd, but if it is not simple, understood and gives a clear action or value then it will be passed over.

Tip:

Look at the check out line newsstand on your next visit to the grocery store. Notice all of the tabloids that are meant to be quickly scanned, understood and drive you to want to open and buy them to read more. They work.

Step 1: Keep it simple and informative

Step 2: Write to audience, not at the audience

Step 3: Keep the customer lifecycle in mind – think long term

Step 3: Personalize messages based on profile or behavioral data

Step 4: Inject a sense of action - Use a verb

Step 5. Never stop testing