Subject line best practices
This screenshot of about 20 percent of my inbox shows you what your subject lines are up against:
A good subject line anticipates and answers these questions:
- Who sent the email? Your "from" or sender line works with the subject line to make the message trustworthy. Any doubts about who sent the message or what it's about can doom your email to the trash or mark it as spam.
- What will I get if I open it? State the offer and what you're asking for or confirming right up front. "Hinty" subject lines ("You've just got to see this!") are total no-nos.
- Do I want this email, or is it spam? The subject line should clearly show that the message is something valuable, trustworthy, requested, or anticipated.
This all must happen in a confined space, too. You think Twitter's 140-character limit is confining? Subject line writers have to do it in half that space.
That's a lot for a little one-liner in an inbox to bear, but the examples in this article should encourage you that it can be done. If you get stuck, think: "What will persuade my reader to act on this message?"
The good news is that for every subject line afflicted with the blues, there's a sure cure to make it sing a happier tune. Let's take a look at them.
