Writing subject lines can be tricky. They’re difficult because they offer your message two hurdles. First, if a message is marked as spam, more often than not, it is because of the content of the subject line, not the actual message. And secondly, you have to write a subject line that not only gets past the spam filters, but is also intriguing enough to bring your reader to open the message. That’s why the first metric in nearly any email campaign report is open rate, not the click-through rate.

Here’s how to write subject lines that address both challenges.

Always keep your character counts (including spaces) below 60. Avoid excessive use of numerals, punctuation or capitalization, special characters, use of the word “free,” or nearly any term related to finance, loans, or mortgages. If you can code your subject lines to include the recipient’s name (but still not exceed the 60-character limit), do it.

Your subject lines should be benefit-oriented-give the reader a reason to open the email—but still be straightforward. A vague or promissory subject line may increase your open rates, but it very well could increase your opt outs, too.

Also, remember that subject lines are easily tested. Consider splitting your audience in half; send them the same message, but with two different subject lines to identify the better performer.

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This information is pulled from my free article Copywriting and designing for email 101. Read it or download it in its entirety here.

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