4 rules for the best email subject lines

When it comes to subject lines, it pays to follow the rules.

You will increase your open rates — which is step one to getting a better response.

And once you get your open rates to where you want them (meeting industry benchmarks) then you can test rule-breaking ideas.

Sounds simple enough, right?

The key, as always, is to test and measure.

How to improve results

Review your last campaign and focus on the subject lines used. Then check out the 4 rules below and tweak them to improve results.

Here are four key rules for better subject lines…

  1. Be clear why your recipient should open the message and what to expect
  2. Make subject lines content-focused vs. entity-focused
  3. Keep it simple
  4. Ask a question

Keep your message relevant

Another key to boosting open rates is relevancy

Take a look at these six factors that will make your emails relevant to your audience:

  1. meaningful – find ways to hit the prospect emotionally. The biggest motivators are fear, exclusivity, greed and guilt
  2. interesting – pique his or her curiosity
  3. rewarding – give the prospect a reason to buy, give, subscribe or perform a desired action
  4. timely – capitalize on current events or seasonal themes
  5. not intrusive – do not bombard your prospect with emails. Use a survey to find out what frequency rate is comfortable or keep your finger on the pulse by varying the frequency and watching your opt outs. Then settle on a frequency that fits the majority of your audience
  6. answer the “What’s in it for me?” question – step into the shoes of your prospect and address her biggest desires or concerns

Does that make sense to you?

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