Yes, your email marketing subject line has a direct influence on your campaign open rates. I see so many people and organisations make the mistake of either repeating a similar subject line with every campaign sent or adding really boring subject lines that clearly won’t entice subscribers to open the email message. For example, the subject line “Newsletter December 2018” and using a variation of “save on our products” sent with every campaign just isn’t going to relate to good open rates.
What makes for a good subject line?
The great news is that is is simple to come up with an effective and attractive subject line. A subject line should be:
- Short (just a few words).
- In sentence case or proper case (definitely not all capitals).
- Describe the benefit of the reader opening the email.
As an example, if you sell wine, then a subject line of “Taste The Chardonnay That Won Over The Judges” is far more attractive than “Wine newsletter December 2018”.
My Mailchimp clients, some of which have well over a million subscribers, see improvements in open rates when concentrating on subject lines that focus on the benefit to the recipient of them opening the email campaign.