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1Nick Usborne - ExcessVoice.com
Conversion Rate Checklist Report:Email and e-newsletter Subject Lines
6 Questions to ask yourself when writing Subject Linesfor your emails ande-newsletters.
By Nick Usborne
ExcessVoice.com
2Nick Usborne - ExcessVoice.com
Introduction
Writing effective subject lines for your emails and e-newsletters is anessential skill for any online marketer.If your subject line is not well written, a number of bad things canhappen:-
Spam filters can tag your email as spam, and simply notdeliver it to your subscribers.-
Your subscribers might THINK your communication is spamand delete it before opening it.-
Your subscribers might not recognize it as coming from you,and simply ignore it.-
Your subscribers might get no clue as to the contents of yourcommunication and not open it immediately, and then forgetto open it later.Any email communication lives or dies according to the strength ofthe subject line. If the subject line doesn’t do its job, then peoplesimply won’t open the email, and will never read it.This short Conversion Rate Checklist Report covers 6 points toaddress before you send any email or e-newsletter.By following these 6 points you will significantly increase the openrates of future email communications.Nick UsborneExcessVoice.com May 2008
3Nick Usborne - ExcessVoice.com
#1: Is your subject line too long?
One of the commonest mistakes people make is to write a subjectline that is too long.Imagine writing a print ad for which your headline has to be lessthan 50 characters long, in a specific font size...and then writing aheadline that is 100 characters long.The second half of your headline wouldn’t appear on the ad.Would you do that?I didn’t think so. But people do it all the time with email and e-newsletter subject lines.The maximum number of characters should be 50. And testingsuggests that if you write a subject line closer to 40 characters, youwill likely see a lift in open rates.This is quite a constraint and can make it hard to write a good line.But that is the nature of the medium. You can’t get around it.People won’t adjust the size of their inbox window so that they canread a longer subject line.So accept this limitation and work hard to write strong subject linesthat are between 40 and 50 characters long.
TASK:Check the number of characters in everysubject line you write before sending the email or e-newsletter.
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