BtoB

How can I develop engaging subject lines?

How many emails do you get a day? How many do you actually read? It's very easy to gloss over the majority of the marketing email that enters your mailbox, so driving your own marketing email to rise above the rest starts with an engaging subject line. Here are some dos and some don'ts to consider when creating an engaging subject lines for your leads: Do:
  • Create three or five subject line ideas per email send—brainstorming is a good thing.
  • Keep your subject lines short and sweet.
  • Use A/B testing to verify better email performance. Better subject lines yield better open rates.
  • State the channel of your email with brackets or colons such as "[Webinar]" or "Webinar:" to easily identify the content offer.
  • Try to stand out by using a unique number in your subject, for example "17 Tips and Tricks for Sales and Marketing Alignment."
  • Create a sense of urgency in your email without sounding like spam; avoid the use of the word "now," but identify the nearness of an event.
Don't:
  • Don't use your company name in the subject line. It's a waste of real estate. The "From" address contains that information.
  • Don't use symbols (such as exclamation points) or spam words (such as free) that will trap your email in the spam filter.
  • Don't use all caps in your subject line.
  • Don't be deceiving in your emails by placing "re" and "fwd" in front of your subject line.
  • Don't use long subject lines that get lost in the email preview window.
Given these tips, here are some examples of subject lines. Which of these resonate with you?
  • 17 Tips and Tricks for Sales and Marketing Alignment
  • [Live Webinar] Sales and Marketing Alignment
  • Free! Webinar on Sales and Marketing Alignment
  • The Pedowitz Group presents a Webinar on Sales and Marketing Alignment
  • 2013 B2B Trends: 17 Tips for Sales and Marketing Alignment
  • Majda Anwar is a revenue engineer for revenue marketing agencyPedowitz Group. She can be reached at majda@pedowitzgroup.com.

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