- Write the subject line first. Instead of making it the last thing you do, make it the very first. Think about the promotion or the content that you are preparing for, and sum it up in about 35 characters.
- Don’t write just one. Draft a few versions of the subject line to see what is going to resonate when it is all assembled. Being able to see variations of the subject line with your assembled message may just strike a chord.
- Read it with the rest of your copy. The subject line is part of the message, so it should flow together nicely. Treat it as your headline; it’s the attention-grabber of the message. It is important, however, that it can stand alone wh.
- Test it—always. Subject line tests are one of those things that should always happen in real time because the decision to open happens in real time. Developing and establishing a long-term methodology for subject line testing can lose effect over time. Instead, consistently test headlines—for example, a humorous one against something more matter-of-fact—from one communication to another.
Kara Trivunovic is senior director of strategic services at StrongMail (www.strongmail.com), a provider of online marketing solutions for e-mail and social media.