Subject line in email marketing: how important is it?

The subject line in email marketing represents the first contact between your email and the recipient. Just like a headline for an article, its function is to attract attention and entice the reader to follow up. The success of an email marketing campaign , in large part, depends on the ability to write an effective subject line and the ability to create personalized content. Let’s look at why and, more importantly, how to do it.

Why is subject line critical in email marketing?

When a user opens his inbox, he is inundated with hundreds of emails. At this point, thesubject line becomes crucial: it is the first item the user reads, often along with the sender’s name. If you fail to capture his attention in a few seconds, your email is likely to end up in the trash without being read forever.

A well-written subject line not only increases the open rate (open rate), but also helps strengthen your reputation with mail providers. This means that, in the long run, your emails will be more likely to make it to the top box and less likely to end up in spam.

How to write a subject line in email marketing that grabs attention

• Be short and clear: A good subject line should be short, ideally under 50 characters.Not all email clients display the full subject line, especially on mobile devices.Therefore, place the most relevant information at the beginning such as a clear lead or interesting content.For example:
  • For you a 30% discount!
  • New guide: how to save time at work
• Personalize the message: Including the recipient’s name in the subject line makes a big difference.An email that seems designed specifically for the user is more likely to be opened as it makes the recipient feel important. An effective example might be:
  • Julia, find out about your birthday present!
• Use words that invite a CTA ( call to action): Words like “discover,” “get,” “learn,” or “save” create a sense of curiosity or immediate benefit. Pair them with a clear call to action to incentivize the user to take action. Some examples include:
  • Learn how to increase your productivity today
  • Get your ebook as a gift
• Intrigue with a question: Questions can be a great way to stimulate curiosity as the user will be prompted to read the email to find the answer. Examples of engaging questions include:
  • Do you want to save 50 percent on your next purchase?
  • How can you increase your open rate by 30%?

Mistakes to avoid in an email subject line

While following best practices is important, it is equally essential to avoid common mistakes that can undermine the effectiveness of your email campaigns.

Here is a list of which you should definitely avoid:

• Excessive capitalization or exclamation points:Writing items such as “IMPERDIBLE OFFER!!!!” is tantamount to shouting online, conveys a forced sense of urgency and is unprofessional. In addition, these items are often associated with spam, increasing the risk of ending up in the junk folder.
• Broken promises: Avoid misleading items such as “50% off” if the email then does not contain the promised offer. This type of strategy undermines the recipient’s trust and damages your reputation permanently.
• Use of spam words: Terms such as “free,” “offer,” “click here,” or “buy now” easily trigger spam filters.Even if your content is legitimate, the use of these words reduces the likelihood that the email will be read. I will elaborate on this in the A/B testing section.
• Objects that are too long: If the subject line is too long, it risks being cut off in previews, especially on mobile devices. Try to stay within 50-60 characters to make sure the message is clear and readable.
• Missing personalization: Omitting the recipient’s name or other personalized information can make the subject line generic and less engaging. Personalized emails have higher open rates, so take advantage of this opportunity. I will elaborate on this in the A/B test section.
• Ambiguity or lack of clarity: Vague subject lines such as “Important” or “Read now” do not give clear indication of the content of the email and can confuse the reader. Make sure your subject line is specific and relevant.
• Too many emoji: Although one or two emoji may catch the eye, excessive use can look unprofessional and reduce readability. I prefer not to use them completely as they can often be seen as spam by threads.Also, some mail platforms do not support all emoji, causing display problems.
• Objects that are too formal or aloof: If the tone of the object does not reflect your brand’s personality or align with your target audience, you risk losing the recipient’s interest. A typical example is an item such as “Dear customer, important communication”: while formal, it can come across as cold and unengaging. In some cases, however, this approach is intentional, as in emails informing about a “contractual change.” These messages are often structured to fulfill the notice requirement, but without clearly highlighting the nature of the change, making it more difficult for the customer to immediately understand its impact.
• False or excessive urgency: Items such as “LAST CALL!!!” or “Offer valid for the next 5 minutes” can be manipulative, especially if the urgency is not real. This may annoy recipients and compromise their trust as well as being considered potential Spam.
• Do not A/B test: Sending the same item to your entire list without testing different versions of it can be a missed opportunity. A/B testing allows you to find out which wording works best, thus optimizing open rates.
• Grammatical errors or typos: A typical example is an item such as “Dear customer, important communication”: while formal, it can come across as cold and unengaging.

A/B testing: your ally in increasing open rates

An effective way to find out which subject line works best in email marketing is to perform A/B testing. With this technique, you can send two versions of the same email with different subject lines to two groups of recipients. By analyzing the results, you will understand which version had a higher open rate and can optimize your future campaigns.

Let’s look at real-life cases of AB/Testing.

Based on what you have read about what to do and what not to do to create a good newsletter subject line, I give you the example of some real cases that he carried out that take into account what has been said so far on a database of about 60,000 emails for a clothing store. The Acymailing Pro plugin for WordPress was used for this purpose.

A/B testing using spam words

As you can see, the word “Free” triggered customers’ spam filters bringing the open rate to a paltry 4.57% and a click-through rate of only 0.37%. The same email, without the use of spam words had an open rate almost 5 times higher and a click-through rate about 3 times higher.

A/B test using the name in the subject line.

As you can see, the open and click-through rates in the email without the recipient’s name are very low. Simply adding the recipient’s name was enough to make the open rate and consequently the user’s attention skyrocket. Increased attention and engagement then resulted in a not inconsiderable click-through rate

A/B test with a gift for the customer

The customer in this case is driven by curiosity about the gift that is promised in the object. With such an object, the customer will be attracted by the presence of his or her name at the beginning of the object and the idea that he or she might receive something. After all, who doesn’t like gifts (if they are real gifts)? Note the difference in the click-through rate in the item without “the surprise.” While the open rate however is very good, the CTA (call tu action) obtained through the promise of a gift tripled the clicks

Practical examples of effective items

To conclude, here is a short list of item ideas that can be an inspiration to you in email marketing. Use it as inspiration to create an item that suits your audience and your campaign.

Special promotion:

• Luca only a few hours left: save 20% on everything!
• Sara, today only: free shipping!

Upcoming event:

• Joan don’t miss our webinar tomorrow
• Hi Francesco are you ready for Black Friday?

New release:

• Antonella check out our new spring-summer collection
• Sofia here is our latest practical guide

To create urgency:

• Gianni the offer is valid only until midnight!
• Daniele seats are limited for our free workshop

Make a difference with the right object

Investing time in creating an effective subject line may seem like a detail, but it is the crucial element to the success of your email marketing campaigns. Whether you’re promoting a product, sharing a new guide, or inviting people to an event, the right subject line in email marketing will make the difference between an email read and one ignored.

Don’t forget to experiment, analyze data and continually refine your strategy for better and better results.

This article was created and reviewed by the author with the support of artificial intelligence tools. For more information, please refer to our T&Cs.

This article or page was originally written in Italian and translated English via deepl.com. If you notice a major error in the translation you can write to adessoweb.it@gmail.com to report it. Your contribution will be greatly appreciated