8 TIPS FOR WRITING THE (ALMOST) PERFECT SUBJECT LINE

The cover letter of every email is its subject line. It is the first thing the user sees and what determines whether or not he/she finally opens it. Therefore, as we have already mentioned on many occasions, it is important to know how and what to communicate in our subject lines.

There is no secret formula that will make your business perfect, but in this post we are going to give you 8 key tips to make it hard for users to resist opening your emails or at least to improve the opening rate. However, before that, it is important to be clear that in order to have any kind of chance with users, we must work enough on the subject lines of our emails. We are used to dedicate practically all our efforts to the content and design of the email, and we forget how essential and decisive the subject line can be.
As the saying goes... "It's the first impression that counts". And it's true. When we pass by a restaurant and the place looks dirty, old and poorly maintained, for example, the first impression we have is: I'm not going in here. The same thing happens in email marketing, the visible face of our email is the subject line, if we do not take care of it, users will not enter our email. So take note and make the most of your subject lines so that users cannot resist to open them.

8 TIPS FOR WRITING THE (ALMOST) PERFECT SUBJECT LINE

1. Personalise it
Address by the name of your user and that will make them feel special and that they will have the feeling that this email is intended for them. We all know that brand communications, in general, are very impersonal and the main and real objective is to sell. However, there are ways to soften or please users with a minimum of effort. For example, when you check into a hotel, wouldn't you appreciate it more if the receptionist addressed you by your first or last name than with a simple "Mr/Mrs"? She has your details, so she might as well. That's the way we are, we like to feel special and we like that at the very least, if they have the opportunity and the possibility, they remember our name and address us directly. Without a doubt, generic phrases do not capture the user's interest in the same way as if they address you directly.
Miriam, don't miss out on the most refreshing offers for this summer  vs  The most refreshing offers this summer
Isn't the first issue more inviting to click?
2. Mention the reason why in your email
It is important that in the subject line you give some clue as to what the user will find when they open the email. Will it be a promotion? a discount? or relevant content? Whatever it is, show in some way what benefit the user will get when they open the email. However, don't go in all guns blazing right off the bat. It's important to create curiosity in the user, so don't give away the most important things right away in the subject line alone. Curiosity killed the cat... and it would kill more than one of us. Take advantage of the fact that people are curious and be clever in creating email subject lines.
3. Keep it short and concise
You don't want to tell them your whole life story in the subject line. As we mentioned in the previous point, leave something for the content. Your email subject lines should be no longer than 40 characters and should summarise the idea or message you want to convey. So, if you are concise and creative, you will improve the open rate of your emails significantly.
Miriam, near, far, wherever you like (Wimdu) vs Mexx, Freddy, Nuni, Handbags special, Dresses Special, Dresses Special, Just in Red, CARITA & DECLEOR, Bleu marine, Marc O'Polo, Top Trends from New York, Carrera by Jimmy Choo and more (Amazon)
4. Use keywords
Like what? Promotion, discount, sale, free... We love them and that makes us more receptive to open an email. However, don't create false expectations. Use these words only when it really makes sense to use them. Misleading the user will only make them disappointed when they see the content of the email and they will stop opening our emails. This will directly affect the reputation of your database and the chances of ending up in the SPAM folder will increase considerably.

Second sales! Up to 70%

5. Generates urgency
Aversion to loss is one of the most common persuasion techniques most effective in marketing. And so it is in email marketing. When we feel we are about to miss something, our sensors light up and our curiosity increases. You never know when you might be missing out on a unique opportunity.
Last day! 10% extra on all discounted items! (H&M)
6. N0 USE$ DEM@SI@DLY THE M@YCUL@S & THE SIGN$!!!?
It's annoying, isn't it? Well, for your users it is too. When someone sends us a message written in capital letters, the perception we have is that they are shouting at us, or that it is an euphoric or aggressive message. So don't try to stand out in the inbox. Users DON'T LIKE TO BE YELLED AT. Doesn't it seem more aggressive if instead of writing in lower case, I write in capital letters? The same thing happens in the subjects of commercial emails. Users perceive it in the same way. That doesn't mean that you can't highlight a particular word, or that you can't use special characters. The key is to find the balance and think about how we, as users, would like the subject line to be.

R E B A J A S all 50% - Best sellers vs  SALES ALL 50% - BEST SELLERS (Bershka) 

7. Surprise

Anything out of the ordinary attracts attention. So make your business creative and eye-catching. There are many ways to achieve this, such as using bright colours, emoticons or hashtags, but always in moderation and discreetly if you don't want your email to end up in the SPAM folder... As with everything in life, excess is bad. So do varied and different subjects and don't overdo it with excesses.

8. Test your business too

Just as you test your emails, find out what kind of subject lines your users like the most. When it comes down to it there are no magic recipes to make matters perfect. Basically, what is really effective is to observe our users and see what kind of subject lines lead to the most openings and conversions. This way you will be able to create an ideal subject line prototype for your target and you will be able to get the most out of it.
 
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