Why your e-newsletter subject line is important

The subject line of your email campaign is a key decision making point for your subscribers. Here's why. A typical busy email recipient will usually follow this ritual. 1. Scans the "From" column to see if they recognise the senders. 2. If they do, they'll then scan the subject lines of all the emails to see which are of interest. So, do keep your "From" name and address consistent but also ensure you have a compelling subject line. It's a key decision making point for your readers. It's the point where they will either... • Delete immediately • Consider reading it later...but they might not • Read it right now if it looks too interesting to ignore! Three tips for subject lines 1. No more than 50-70 characters. 2. Avoid spam triggers. These include all capitals and multiple exclamation marks 3. Keep the first part consistent and the second part variable. For example... Not "Acme Gardening News" but instead "Acme Gardening News: Top tips for growing strawberries" The first part reassures the reader that it's something they remember signing up for. The second part gives them a reason to open the newsletter. You're selling what's inside not just telling.