The Constant Contact Guide to Email Marketing

Subject Lines: Do I Care?

Once you’re fairly certain your recipients are going to recognize who you are, you have to give them a good reason to care enough about what you are sending to open and read your email. The first step to getting them to care is writing a great Subject line.

Great Subject lines capture the attention of your recipients and encourage them to open and read your email. They are engaging, informative, and set the stage for the benefit the recipient will gain by taking the time to read your content . . . all in fifty characters.

Writing a great Subject line is no small challenge. You only have a few words to make it compelling, urgent, and specific, without sounding overly “salesy” or misleading your readers. Here are some tips that will help you think about the types of Subject lines that get great results.

1. Keep it short and sweet. Do your best to keep your Subject lines under fifty characters, including spaces, as most email clients display fifty characters or less. A recent study done by email monitoring company Return Path showed that Subject lines with forty-nine or fewer characters had open rates 12.5 percent higher than for those with fifty or more and that click-through rates for Subject lines with forty-nine or fewer characters were 75 percent higher than for those with fifty or more. Want to have better open and click-through rates? Keep it short and sweet!

2. Be specific. A vague Subject line is a waste of real estate. A great example of ...