By Sean Tinney December 23, 2020
Do you want to improve your email open rates? Here are 6 subject line errors to avoid and how you can fix them to improve your email engagement.
Advertising legend David Ogilvy once said: “Five times as many people read the headline as the text copy. By the time you have written your headline, you will have spent eighty cents of your dollar. “
Like a headline for a blog post or news article, the subject line for your email needs to grab people’s attention and convince them to open your message. A subject line can affect or affect the performance of your email. It is therefore important to invest extra time Craft one that is memorable and effective.
Good subject lines get to the point create a sense of urgency and are relevant to the subscriber, but easy to make mistakes in writing.
Committing these subject line sins can drastically reduce your open rates, but it’s easy to avoid them once you know what to look for.
Here are six of the most common mistakes people make when writing email subject lines, as well as tips on how to improve them and increase your open rates.
1. Use ALL CAPS
Imagine receiving an email in your inbox with a subject line like this: GET 40% OFF YOUR NEXT PURCHASE NOW
You might be able to do one of three things: ignore, delete, or mark as spam.
Before hitting submit, keep in mind that using excessive capitalization can scare off subscribers and kill your open prices. It can appear like you are yelling, which can negatively affect your email performance. Use capital letters in subject lines very carefully.
Instead, do this:
Using capital letters in an email can be effective if you use them for a single word in a subject line. But it also has to be the right word.
Dick’s Sporting Goods does a good job of subtly calling out “MORE,” “BIG,” and “NOW” in the subject line examples below.
Connected: Your guide to writing the world’s best email subject lines
2. Use too much punctuation !!!!
Using the example we used earlier, imagine we added punctuation – lots of them: GET 40% OFF YOUR NEXT PURCHASE NOW !!!!!!!!!!!!!!!!!!!!!
You have limited space for your subject line, and multiple exclamation points can be classified as spam. Special characters like *% & # and ^ are known Trigger spam filterUse them sparingly.
Instead, do this:
After we review the punctuation errors in your subject line, you may be wondering which characters lead to more frank guesswork.
The answer? Question marks, exclamation marks and dots.
According to Touchstone, 2-4% of emails Subject lines end with a period or a period. They also found that subject lines with exclamation marks can expect an open rate of 1 to 20% above average – as long as they are not used in every message.
This can vary depending on the industry, audience and content of your messages. Test this out multiple subject lines to see what forms of punctuation your subscribers are responding to.
Here is an example of an Enchanting Marketing subject line:
By using simple language, asking a question and using correct punctuation in her subject line, founder Henneke Duistermaat arouses the reader’s interest and induces them to read the message.
Exclamation marks, periods, and question marks are all part of a healthy email marketing strategy. So don’t be afraid to confuse the punctuation marks used in your subject lines.
3. Using Spam Words
Adding specific trigger words to your subject line can activate a recipient’s spam filter even if the message you are sending is legitimate.
To prevent this, Avoid certain words, phrases, and symbols like “$$$”, “100% free, “cash off”, “cheap”, “weight loss” and “serious cash”. Even if your email gets into the inbox, it can appear spam to your subscribers.
Instead, do this:
To ensure that your readers take your email seriously, carefully choose the language in your subject line by avoiding some of the trigger words and symbols listed above.
Finding the right word for your subject line can be difficult, especially with the sophisticated spam filters used today. What works for one industry may not work for another. Try different word variants to find out what works best.
I also recommend focusing on specific words associated with the content of your email. Check out this example from our friends at Social Media Examiner:
The subject line tells you exactly what you get by opening the email. By focusing on it, you avoid the risk of picking up words that might appear spam.
Bonus tips: Adding phrases like “Free” or “Act Now” from time to time has been shown to improve open rates. However, I recommend using them sparingly to avoid compromising their effectiveness.
4. Make it too long
Take into account the environment in which your subscribers will read your email. They might be on the go or quickly scanning their inboxes between work meetings.
Since you only have seconds to grab their attention, you want to make sure your subject lines aren’t verbose or redundant.
Long subject lines look spammy and get lost in crowded inboxes, especially when readers use mobile devices.
Instead, do this:
Try to get your message across as quickly as possible and remove unnecessary terms or phrases. Our AWeber team of email experts analyzed the top marketers’ emails and found their emails The subject line averaged less than 44 characters.
As important as it is to get your message across quickly and clearly, make sure it expresses a complete thought and adds value to the reader – you don’t want to write a subject line that is too short, either. Avoid single word subject lines and make an effort to be helpful and relevant to your subscriber.
Professional photography blogger Courtney Slazinik gets her message across with the following subject line:
By creating a message around a numbered list and including the word “secrets” in it, Courtney provides value and creates a sense of mystery around its contents. As a result, this subject line is easy to skim through and irresistible to click.
connected:: Get higher open rates with 22 of the best email subject lines
5. Write misleading content
Suppose you send an email with the following subject: Receive an exclusive 50% discount on all of our inventory!
When the reader opens the email, they can sign up for a webinar or free online course.
Not only is this tactic dishonest, it also tends to backfire. Nobody likes to be fooled, especially when they receive an email that promises one thing and delivers another. Your emails may be opened first, but this alienates subscribers and can affect your open and spam rates in the long run. When your subscribers lose confidence in your email, they are more likely to ignore future emails and mark you as spam.
In order to build and maintain trust between you and your subscriber, you need to coordinate the content of your email and your subject line.
This also applies to emails with RE: or FW :. These tend to mislead the reader that the email was part of another conversation, which doesn’t leave subscribers feeling positive.
If you don’t include this text, you’ll also have more room to work in your subject line, which you can use to convey helpful and relevant information instead.
Connected: The Secret to Writing Addicting Email Content
6. Including spelling or grammatical errors
Subject lines (or other content in your email) with typos, misspelled words, and misplaced punctuation marks look unprofessional and can affect your open rates.
Email is an opportunity to establish your brand as a helpful source of information. Subject lines with misspellings or syntax errors make a bad first impression and undermine your ability to build trust with your subscribers.
Instead, do this:
Check your emails for grammar and spelling before the hit to optimize your email open rates send. No one will take the time to read your email if the subject line is loaded with grammatical errors, but basic editing of copies can keep those errors from sliding through the cracks.
connected:: 3 ways to test your email before you hit send
Create subject lines that will blow subscribers off their feet
The subject line is one of the most important components of an email. Hence, it is important that you get them right before sending your email. Avoiding the mistakes above will be your best bet on improving your email engagements.
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Are you ready to use these tips to write better subject lines? Sign up for AWeber Free today to write amazing subject lines.