The subject: an important little thing

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The relevance of the subject

The first message that the recipient of an email campaign sees is the subject. This makes the subject extremely important. Based on the subject, many users decide within a fraction of a second whether to open a message or move it to the trash.

In general, the subject line should express briefly and concisely in a few words what the reader can expect when they open the message. You can either use the subject line to create an emotional response and thus arouse the recipient's interest, or you can use the subject line to clearly express what the campaign is about.

Note the length of the subject

Various studies show that subject lines that are too long Buy Email Database List achieve lower opening and click rates. A subject with a character length of around 20 to 40 characters usually achieves the highest values. If you consider how many characters are displayed on a smartphone, for example, this is no big surprise. As a rough guideline: Make the subject no more than 50 characters or at least place the core message at the beginning of the subject!




Pay attention to the wording of the subject

Subject lines like "Win today!", "300% increase in profits in just 3 weeks!!" or "Super bargain!!!" are a fatal blow to many newsletters, as such emails are filtered out by most spam filters as they show typical signs of unwanted advertising. Therefore, avoid loud-mouthed or overly promotional subject lines.

The subject line should be short and concise and give the recipient information about the content of the newsletter in the shortest possible time. It can also be an advantage to play a little on people's natural curiosity. For example, "10 care tips for your garden from an expert", "New upgrade for your software available" or "Germany cannot become world champions because..." or you can show clear advantages for the reader.

Special characters, highly promotional language and words written in capital letters should also be avoided. Meaningless subject lines such as "Newsletter 06/2013", "News from us" or "Press release 12667123" are more likely to tempt people not to open the message at all and to delete it without reading it. Exaggerations and negative words should also be avoided in the subject line.