I know …
It’s sexist and more than a touch 1970’s.
But if it was an email Subject Line, you’d open the email wouldn’t you. And that’d be the subject line’s job done.
So what makes a great subject line?
The answer is pretty much the same as writing a sales letter’s headline. In order they are:
- A benefit to the reader.
- News for the reader.
- Intriguing your reader.
And if – as in this case – you can pack two, or all three in there – all the better.
But there’s a sting in the tail …
Unlike a headline – which can be 15 – 20 words, maybe more – your subject line should be 40 characters max. Why?
Because a lot of email clients’ preview panes will only show this much.
Worse still, even with a cracking subject line, your email could get missed.
I don’t know about you, but I have to wade through hundreds of emails every morning.
What to do?
There are a few tricks you can try …
- Use characters like < and > to surround your subject line.
- Put >> at the beginning.
- … try << or >> or … at the end.
- Try enclosing words like [this].
With all the characters on your keyboard, there’s a myriad of options.
As a subject line, Use “FREE!” to show a little cleavage is 37 characters. So I could have tested:
- <Use “FREE!” to show a little cleavage>
- >> Use “FREE!” to show a little cleavage
- Use “FREE!” to show a little cleavage >>
- Use “FREE!” to show a little cleavage <<
- Use “FREE!” to show a little cleavage…
- Use [FREE!] to show a little cleavage
etc, etc …
Tomorrow I’ll explain how you actually Use “FREE!” to show a little cleavage.
… and reveal the biggest mistake so many websites make.
But if you want some help with your emails – or any other copy – today, send me an email with a subject line of Cleavage.
In case you’re wondering, I stole this headline. And next week I’m going to show you where to steal yours.