In email marketing, the subject line is often the decisive factor in the success of an email campaign. Often, so much time is spent on fine-tuning content that the importance of the subject line is overlooked. And yet, the subject line is often the first (and sometimes only) element that grabs your recipient’s attention.
The recipient’s inbox is a veritable battlefield. Between your emails, those of your competitors and their personal emails, the recipient will only open those that really capture their interest. So it’s crucial that the subject of your e-mail is sufficiently powerful to prevent the recipient from deleting the e-mail without opening it. So how do you stand out from the crowd?
✍️ Personalize the subject line of your email campaign
The email subject will be the first thing the recipient sees. It’s therefore essential to personalize it to make it attractive.
- La personnalisation de votre mail crée une certaine familiarité avec le destinataire. C’est un peu comme lui serrer la main avant de commencer à parler.
- Utiliser des émoticônes dans l’objet de vos emails peut le rendre plus frappant. C’est comme ajouter un peu de couleur à un dessin. Mais attention à ne pas en abuser, au risque de noyer le message que vous voulez faire passer.
🎯 Playing with language and its functions
“How will my targets find my subject line?” is the question you need to ask yourself for each and every one of your email campaigns. And since the subject line summarizes the information contained in the content of your email, it’s important to hit the nail on the head.
- L’objet de votre email devrait être perçu comme un message s’adressant personnellement à votre destinataire. L’intérêt est de pousser ce dernier à réagir et à garder le contact avec vous.
- Soignez également les ponctuations, qui peuvent changer le sens et l’intonation d’une phrase. L’idée est de donner une intonation affective à l’objet du mail pour que le destinataire ait envie de lire le contenu.
⛔ Avoid spam words
We can’t stress this enough: watch out for spam words or words to avoid in your email campaign. One wrong word and your email will end up in your target’s spam folder.
What’s more, as the number of words in the subject line is limited (60 characters maximum), you need to know how to use the right words. Of course, this length depends on the messaging system used by your client: for example, the maximum length is 46 characters on Yahoo. You need to use these characters wisely. It’s a bit like packing for a trip: you need to know what to take with you and what to leave behind.
🧪 Test your email campaign
At the end of a long design process, you’ll certainly have a few objects in mind, but you’ll still be hesitant. The only solution is to test which one will be the most appropriate, the most striking and therefore the most effective.
To each his own, but you can also use split testing to test different objects for your email campaign. This involves sending your first email to a sample of your contact base. This will give you an idea of the success rate of this first wave of your email campaign. Then choose the subject with the highest open rate to use on the rest of your contact base. This method allows you to adjust the subject of your email if the result isn’t what you’d hoped for. Read our article onanalyzing the statistics of an email campaign to determine with certainty the best version.
