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What is the best process to 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 inbox, so getting your marketing email to rise above the rest starts with an engaging subject line. Here are some tips to consider when creating engaging subject lines for your messages. Dos:
  1. Create three to five subject line ideas per email send. Brainstorming is a good thing and will yield better options in the end.
  2. Keep your subject lines short and sweet.
  3. Use A/B split testing to verify which subject lines are performing best; look for the batch that had higher open rates.
  4. Make the content offer easy to identify by using brackets or colons, such as "[Webinar]" or "Webinar:"
  5. Try to stand out by using a unique number in your subject, for example: "17 Tips and Tricks for Sales and Marketing Alignment."
  6. Create a sense of urgency with your email, without sounding like spam. Avoid using the word "now" but identify the nearness of an event.
Don'ts:
  1. Don't use your company name in the subject line. It's a waste of real estate. The "From" address contains that information.
  2. Don't use symbols such as exclamation points or spam words such as "free" that could get your email stopped by a spam filter.
  3. Don't use all caps in your subject line.
  4. Don't be deceiving in your emails by placing "Re:" and "Fwd:" in front of your subject line.
  5. Don't use long subject lines that get lost in the email preview window.
Majda Anwar is a revenue engineer for revenue marketing agency Pedowitz Group. She can be reached at majda@pedowitzgroup.com.

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