Best Practices for Email Subject Lines

Best Practices for Email Subject Lines

Why are email subjects important ?

It’s obvious: with the sender, the subject of the email is the first (and sometimes the only) thing we see in our inbox. It conditions (or not) our interest in the message we have just received.

In general, whether it is a marketing and communication email or a simple email sent to someone in the context of work, certain good practices must be followed to encourage the recipient of the message to open it and not delete it. at once. In this article we will focus on the first case: email marketing.

Key tips to use successful email subjects

Avoid Spam Words

Spam words are words or phrases that are used by email providers to identify spam. Email providers classify emails they consider spam in the “spam” folder of your email inbox, reducing the chance of it being opened. It is therefore important to pay attention to spam words so as not to increase the probability of seeing your emails land in this folder.

Spam is unsolicited email, typically used to send bulk advertisements or unwanted messages. It can also refer to other forms of unsolicited communication, such as instant messages, text messages and social media posts.

Examples of spam word:

  • Hot
  • Credit card
  • Casino
  • 100% free
  • Risk free
  • etc

You can find a more complete list here.

Still on the same theme, absolutely avoid capitalized texts and excessive punctuation: stay sober and diligent!

Email subjects must stay short

An effective email subject should be quite short for 2 reasons:

  1. In order for it to be clear and straight to the point to hold the attention,
  2. So that the subject is not “cut off” or truncated by your recipients’ email clients.

Indeed, not all email clients accept the same subject length and all have a certain character limit: from around thirty characters to more than 80.

In the same spirit, try as much as possible to put the most important message at the beginning of the subject!

Use Emojis To Energize Your Email Subject Lines

An emoji is a cool way to illustrate your email subject by adding both a pop of color and a symbol. By placing it, for example, at the beginning of the subject, it attracts the eye by making it stand out among all the other messages in the inbox while bringing a touch of fantasy. However, be careful not to overdo it: use a maximum of 1 single emoji per object!

👉 An emoji is a small icon or image used to concisely express an emotion or idea in email messages and online posts.

Emoticons were invented in Japan in the 1990s and have since grown in popularity around the world. They are often used in text messages, emails, and social media posts. Emoticons are usually simple designs that represent facial expressions or objects commonly associated with particular emotions. 🦆

Personalize The Subject

Personalizing email subject lines with, for example, the recipient’s first name can increase email open rates. Some marketing automation tools allow you to set variables in objects in order to add content based on information that is available about the recipient, in an automated and large-scale way.

You can use other personalization elements if the subject of the email is ready, such as the year of birth, the city of residence, etc.

Use A/B Testing

A/B testing is a method used to compare two versions of a product, web page or email to determine which performs better. Users are randomly distributed between the two versions (group A and group B) and the performance of the versions is compared using predefined metrics. This process is used to optimize email performance, such as open rates or click-through rates and sometimes even deliverability.

Marketing automation tools generally make A/B testing relatively simple. It is therefore a pity not to use this type of functionality even if it will require additional work since it will be necessary to find 2 different email objects.