When Subject Lines Drive Readers Away

Writing by Brick Marketing on Tuesday, 1 of April , 2008 at 11:10 am

You may think you´ve got the perfect subject line, it gets past spam filters . . . but no one is opening your email. What could be wrong? Chances are, your subject lines, as spam filter friendly as they are, are just not what people are looking for.

While the perfect subject line can capture hundreds or even thousands of clickthroughs, a poorly written subject line can cause readers to delete you without a second thought. It´s depressing, but remember that your subject lines aren´t just about getting through the filters, they also need to appeal to people.

What are some signs of a bad subject line?

• It sounds too good to be true. People tend to delete things they don´t think will pan out.

• Your name code doesn´t work, so rather than the person´s first name, they see a subject line that reads something like “Dear %NAME%”. This makes a pretty lousy impression and people will assume it´s just a bot-email.

• You tell them to open the email immediately or pass it on . . . both of these scream “SCAM!” to many people and they will delete it without reading.

Subject lines need to cater to both spam filters and readers, so make sure that you aren´t frightening your readers with poorly written subject lines.

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Category: Subject Lines

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