The subject line
Three things you need to remember:
- The success or failure of your email could well be down to its subject line.
- Solus emails are different to newsletters; the recipients have a relationship with the website publisher not you and you are unable to control the "From address".
- You only get 50 characters to make the recipient act. Delete or Open?
For these reasons the subject line becomes even more important.
No pressure then - this is a topic in its own right. In my opinion these are the key factors in getting a subject line to work.
Don't try and be too clever, just describe the subject of your email - an obvious one! But if you have gone to the effort of purchasing a Solus email it is likely that the subject of your email will be relevant to the people on that list. Explaining what’s in your email using the subject line allows them to understand that.
Curiosity killed the cat - we can't help ourselves when confronted with something that intrigues us. So, do be provocative but try to avoid cheese. Allude to a story that the recipient will be disappointed if they miss. Don't make up that story or they will be disappointed that you've tricked them.
Instill some urgency - if your launch offer period or your product rate is about to end. Tell them in the subject. Being told you have a limited time spurs you into action.
"Is this relevant to me?" They're bound to be thinking this thought as they decide to delete or open. Write about the benefits that matter to your recipients not the features you're proud of.
Questions are more enticing than statements, where relevant.
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