Writing killer subject lines
Hello Friend,
Last email I asked you what you wanted us all to learn about next. Here’s a little status update
Here are Joanna’s 5 things to think about when writing subject lines
- This time: Writing killer subject lines
- Next time (all going well): Email open rates (based on analysis of our own data)
- Later: Mapping out the emails your app should send
Here are Joanna’s 5 things to think about when writing subject lines
- The Basics
- The Trigger
- What’s in it for them
- Friend-ness and Relevance
- Context
1. The Basics
- Use the brand name somewhere in the line, even if it’s in the From line
- Stick to 50 characters with spaces – or less (unless you have data that suggests longer headlines work better)
- Don’t use title case but rather use sentence case
- Avoid overtly spammy words, or more than 1 spammy word
- Mirror the subject line in the email headline
2. The Trigger – Why is someone getting the email?
- Are people expecting this email or aren’t they?
- How long ago did they ask for this email?
3. What’s in it for them?
- In a newsletter, what’s intriguing, timely or curious about the subject?
- If it’s an enticement to upgrade, what’s the offer? When does it end? What new highly desirable feature should I want to get?
- If this is a “welcome” email, what will make them feel welcomed? Do they event want to feel welcomed, or do they just want access to your free ebook?
4. Friend-ness and Relevance
How can you make the email look like it’s from a trusted source who understands them, not from a company with an agenda? Get strategic about:- Personalization
- Recent behaviors (e.g. “you just signed up”)
- Time since we last spoke (e.g. “It’s been a while, Sarah”)
- lowercase, like a friend would write.
- Tone
- Avoiding creepiness! How do you know so much about me? If an email gets triggered from inside an app, what level of detail should you share with me in the subject line?—When does it get creepy?
5. Context
Remember, you’re trying to get noticed in the midst of a massive inbox (in many cases) filled with competing messages from invited and uninvited people. You must consider context in all copywriting, and subject lines are no different. Thanks Joanna Wiebe for chatting with us. Listen to the audio (15 mins). Want this newsletter to have more issues with audio and video? Let me know. It’s a little more work, but you guys are worth it.- Colin