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The subject line is typically less than 50 characters, and it appears in your email's “SUBJECT” box which is near the “FROM” box when viewing the email message. The subject line is usually the first thing that the user reads before deciding to open the email to read the entire message. So, by realizing how important this message needs to be and that the subject line needs to be less than 50 characters in length, it's essential that good planning is cimplemented. Do not worry about the subject line character limitation. This is comething that Viper Mailer points out throughout this training document. It is crucial to try to reframe from writing a novel. In the case of busy people your recipients are busy with their lives and the old adage of "Less is More" truly applies to email messages and offer sending. What you write in the subject line is how the recipient is going to determine if they are going to the delete, open, or send your message to Spam.
Caution:
Anti-Spam software and Email Service Providers look for keywords that are flags to Spam it. Most of us know to stay away from symbols and common spamming keywords such as penis, sex, blue pill, cheep, lowest, discount, and so on. So try to never use those types of words, and you should be successful in getting your messages to the recipient before you even begin to build our subject line.
Special Note:
You can and should change this subject line, and you need to track your open rates though your ESP’s tracking system to see if by making changes to your email marketing campaign subject line, the results show your email open rate increases or decreases.
Now, let’s build an exciting subject line to get your email message or offer opened. Your absolute concentration on wording here is not to promote what you are sending out, but rather to be totally devoted to getting the message opened. You want to express urgency to open your message, but you will need to convey what it is that is urgent.
Here are a few examples of incorrect and correct subject lines:
Incorrect: Investor prices are soon to rise so act fast!
Correct: Gold investors should act now; gold prices are rising!
Incorrect: Bottled water is better for you than tap water
Correct: Learn today, how to protect your family with ACME bottled water
Incorrect: Email Marketing Service offers a training center
Correct: Today only, Email Marketing Service offers training center
You can see that the Incorrect lines lack a clear description and do not have a call to action. There is also no urgency. So, even if your message might escape deletion, it still might just be passed over.
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