Get your emails read

The subject line of an email has one purpose: to get that message opened. If you are writing to a friend or business colleague, that’s not a big task. They recognize the subject matter or your name, and they open the email. Simple.

If you are conducting an email campaign or even writing to a new sales lead, however, getting that message opened may not be so easy. In fact, the subject line may be the only thing that stands between you and reaching your target.

If you want to get your email messages opened, your subject line must be short (30–40 characters is best) but strong, benefit-driven and specific.

And don’t rush writing it. Write a few different subject lines after you’ve written the message. And then test, test, test. When emailing to sales leads, test your best subject line against a new one. Or, test your best against the same, but tweaked, subject line. The difference in response may surprise you.

But whatever you do, give the subject line the care and attention it deserves.