If you’re like most small business owners, you don’t have a dedicated marketing department.  And, you probably don’t have much spare time for crafting slick campaigns.  So, how and where is best to spend the time you do have?

You’ll probably laugh, but I am serious when I say to spend some serious time developing quality subject lines. In fact, if you’re not paying attention to this often overlooked detail your message may not matter a bit, as it’s likely to be caught like a rat in spam filters.

Professionals test subject lines relentlessly using very small segments of their lists.  Most stick with proven winners until results force a change, which is sometimes after months of use for multiple mailings.

While you might think popular topics from Twitter make good subject lines, remember SPAM rules change when certain words are used frequently.  And, opens tend to drop when lists are barraged with multiple mails using similar subject lines.

Unique and different twists when referencing hot topics of the day can work, but subtlety usually wins.  People are naturally curious, but they catch on quickly.  So, if you are teasing, do it sparingly.  Be prepared for surprise at what works and what tanks.  And test frequently to stay on top of trends.  Remember the purpose here is to get your mail opened.

People tend to like:

  • Numbers, especially odd numbers under 10
  • Secrets, techniques and strategies that are “scientific” or “proven”
  • Exclusive information – they want to be in on the next big thing
  • Proof that they are making the right decision – not the details
  • Subject lines less than 50 characters spelled correctly
  • Power words – but make sure they aren’t SPAM
  • Explanatory and simple subject lines
  • Making a deadline