7Books

Books, Culture and Society

Does The Subject Matter On Your Website

If you send promotional emails or regular news updates to your customers, you probably put a lot of thought into the content.

Does The Subject Matter On Your Website

Hydrant discuss the text on websites

If you send promotional emails or regular news updates to your customers, you probably put a lot of thought into the content. But no matter how much time and energy you put into writing (and rewriting) the content you send to your customers, the words you use in your subject line are the most crucial of all. A good subject line can get your message read – and hopefully prompt your readers to take action – but a bad one can send your communication straight to the spam folder, never to see the light of day. Worse yet, it can irritate your audience and damage your company’s reputation.

Making the most of your subject line: Keep it simple, descriptive and to the point. Give your readers a reason to open your message and read further. Tell them what to expect without being too wordy. Include your company name, and use 50 or fewer characters. Front-load your important messages.

Many email clients will truncate your subject line, so it’s hard to determine exactly how many characters your recipients will see. Although most will accommodate up to 50 characters, it’s safer to put your important messages first, just in case. But be sure to check what will happen if your message is truncated to, say, 28 characters. Does it appear too generic? Has the meaning changed? Will it still stand out from all the other promotional emails in your reader’s in-box? It can’t hurt to do some testing: Litmus offers a free subject line checker here. A/B test your subject.

Use an email administration service so you can track your open rate (the percentage of your audience who opened your email) and your click rate (the percentage of your audience who clicked through to your website). When you’re ready to send your newsletter, create two versions of your subject line and send both versions to two portions of your list. Review your open rates for each version to see which subject line performed better. Send the more successful version to the remainder of your list. Watch your wording.

Using words like “free,” “help,” “reminder,” “discount,” “act now,” “amazing,” and “percent off” are likely to send your email straight to the spam folder. Also avoid “shouting” with all caps or exclamation marks, as these too will ensure your message never sees the light of day. Check – and double check – for typos, misspellings, or bad grammar.

This is an opportunity for you to connect directly with your target audience. Don’t damage your reputation or your brand with careless mistakes. Check your copy, fix it if necessary and scrutinize it again. Then give it to someone else to check.

Of course, the end-goal in sending email to your customers is not simply to have them open your email or click through to your website. The true measure of success is if they respond to your call-to-action by making a purchase, “liking” your product on Facebook, or providing you with valuable feedback. Getting your audience to read your email is simply the first – crucial – step.

Related Articles


How to Set Up WordPress on Your Website
Step by step guide to setting up Wordpress on your own domain, including Dashboard options

Do I Really Need Articles for My Website?
Understanding why articles are important to every business and how to make them work for you.

How To Choose Keywords For Your Website
Keywords - the little words that mean so much. Get them right and you hit page 1 of Google. Get them wrong and you disappear. But how do you choose the right keywords for your website?

What to Do If You Struggle at Website Copywriting
It's no secret that website copywriting is one of the most challenging tasks involved in maintaining an online business. Even if you are a fairly good writer and you have perfect grammar, you may still fail at making copies. This is a specialization that only experienced individuals can perform with their eyes closed.

Website Copywriting Tips
With the advent of the internet, things have changed in the world of copywriting. Though some techniques, like short sentence structures, have always been important to journalism and copywriting, other things are relatively new.

Looking For More Information?

Make sure to explore other articles in the Article Writing category or contact us to suggest a website or a service to review.

Available In AustraliaService Availability: Most of the services mentioned by this website are available in Australia. These include Victoria (Melbourne, Ballarat, Geelong, Bendigo, Shepparton-Mooroopna, Melton), NSW (Sydney, Newcastle, Wollongong, Orange, Central Coast, Wagga Wagga), Queensland (Brisbane, Gold Coast, Townsville, Cairns, Thuringowa, Toowoomba), South Australia (Adelaide, Mount Gambier, Whyalla), Western Australia (Perth, Albany, Port Hedland, Broom, Karratha, Mandurah, Geraldton, Bunbury), Northern Territory (Darwin, Alice Springs, Katherine), Australian Capital Territory (Canberra) and Tasmania (Hobart, Launceston).

Tell us what you think!

Please note: comment moderation is enabled and may delay your comment. There is no need to resubmit your comment.