Your aim is to turn a cold prospect into a client. To do that, you need them to read your message and RESPOND, but first you have to convince them to open your email. That’s where the subject line can either save or drown your campaign.
Here are a few guidelines for a good subject line:
- Personalize – it’s more convincing and less likely to get into spam when large bulks are sent. In general, people like to see/hear their name, and they will see you as more friendly.
- Keep it as short as possible – it’s best to keep it to four or fewer words.
- Never mislead your prospects – it may give you a higher open rates, but once they see that your e-mail and subject line have nothing in common they will probably get mad and (a) not take any interest in your product, (b) report you as spam or (c) give you a bad press.
- Avoid using "salesy" words or dry terms such as „buy” or „offer” – they trigger spam and that’s not how you want to be perceived. Here are a few lists of words to avoid:
List of SPAM-trigger words 1
List of SPAM-trigger words 2
List of SPAM-trigger words 3
- Make it casual – you can write a question or even start a full sentence that you finish in the body of the message. Another idea is to write subject lines completely in lower case.
- Send 3-4 messages in one thread – try to make it continuous, but if you see them that approach is not working, switch to something a bit different.