E-mail Subject Lines DO Matter
Finally! Stats to prove my point! I’ve been on my soapbox for 25 years about using informative subject lines—whether memos, letters, or email (well, give or take a few years on the email). Opening up Entrepreneur’s April 2006 issue, I find the article “The E-mail Effect” regarding consumer habits in email campaigns (source of the study: Return Path). The study reports that 43 percent of us open our email based on subject lines.
So if you want someone to take action, you need to think in headlines. That’s right—newspaper headlines. Get both your message and your action into your subject line.
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And I’m NOT just talking about selling. If you want them to attend a meeting, approve your budget, accept your new pricing policy, you need to state that action in the subject line. Otherwise, you’ll chance their overlooking your email along with the other 300 hitting their inbox that day or week. (If your total job is marketing, however, you may want to read the rest of the marketing stats about what makes readers open your email—offers, gift ideas, discounts, preview window contents, and so forth. See Entrepreneur Magazine, April 2006, page 20 for the guidelines. http://www.entrepreneur.com is an excellent source of business best practices.)
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