Email Newsletter Subject Lines: Little Tricks That Work To Increase Your Open Rate

You just finished writing an email newsletter issue that you’re proud to blast out to all of your subscribers. You’ve included a compelling interview with an industry expert, a how-to article to help readers drive more business, and a calendar of events this month that will blow their minds. Problem is, you can’t seem to get subscribers to click and open!

How can you increase your open rate? This is a problem that perplexes many newsletter publishers. If you really want to increase your open rate, work on your subject lines.

Wake ‘Em Up, Shake Em Up.

Have you ever come across an email subject line so intriguing that you simply can’t tear your eyes away from it? What do you do - you open it immediately, of course!

With the huge amount of emails we get slammed with on a daily basis, people are just itching to hit that delete key - so don’t let your tired old, “seen this before” subject line drive them to the edge.

Writing a subject line is just like writing a headline for an article or an advertisement. You want to grab the attention of the reader right away. Think juicy headline, like those head candy articles you find on MSN.com that you just can’t resist no matter how hard you try.

Spam-Proof It.

Subject lines and email content can easily push a great email newsletter right into the spam folder of the recipient. Make sure this doesn’t happen to your newsletter. By decreasing the chance of your newsletter being flagged as spam, you’re also increasing the likelihood that the recipient will open it. Why? Simple - it will land directly in their inbox - someplace where they’re checking frequently for new information to arrive.

First, make sure that your subject line is 50 characters or less. Spam filters eat hefty subject lines for lunch. They also enjoy munching on subject lines that include colons– for example, It’s almost here: Web site with enhanced features.

Once you write your subject lines and newsletter copy, you can run the email through a spam checker program. The free spam checker programs are just as effective as those fancy, expensive ones. Try the Lyris spam checker or run your subject lines and copy through the Site Build It! spam checker. The system will search for those “red flag” words like “FREE” and then send you your total spam score, along with suggestions for tweaking either the subject line or other items in the email. When you’re through removing the spam bait, do another check and your score should be considerably lower.

Make it Relevant.

Readers open email newsletters whose subject lines are relevant to them and their needs. Here are some examples of good subject lines and how they were improved to help achieve a higher open rate.

Good: Look for our new and improved member Web site coming soon

Better: It’s almost here! Web site with enhanced features

Good: Find out how to increase your business

Better: Increase your business. Work smarter, not harder.

Split Test Your Subject Lines.

Try this: write two subject lines for the same email newsletter. Send half of your list the newsletter using one subject line. Send the other half of your list the newsletter with the other subject line. See if one subject line gets a better open rate than the other one. You’ll need to run this test a couple of times to help you determine which elements of the subject line might be increasing the open rate. Once you pinpoint what works, try to mimic this when you send out your next email newsletter.

Subject lines can have a drastic impact on your email newsletter open rate. By following a few simple rules, and taking a few extra steps, you can greatly expand your marketing reach and attract more business!

Liked this article? Have more of the same emailed to your inbox each month. Sign up for the Copywriting and Marketing Ezine from Wordfeeder.com today.

• PrintRunner - 15% OFF Newsletters using coupon code NOV15NEWS
• Stuffed Ark - 5% off Purchase (w/ Newsletter Subscription)
• GoldenMine - 10% off Purchase w/ Newsletter Signup (new customers only; up to $50 off)
• GoldenMine - 10% off Purchase of Engagement & Wedding Rings w/ Newsletter Signup (new customers only; up to $50 off)
• REI - Sign up for the REI e-newsletter & receive a coupon for 15% off one full-price item
• WeightWatchers.ca - Free email newsletter w/ free recipes, health and fitness tips and more…