The subject line is not a marketing deviceThe subject line has evolved. It is now a filter and not a marketing device. Those using it to tease extra opens run the risk of sender reputation damage for little incremental revenue. Can a good subject line encourage someone to open an email? According to deliverability specialist ReturnPath, the choice of subject line is the third most important influence when deciding whether to open an email:
- Know and trust the sender (55.9%)
- Opened previous mail and thought valuable (51.2%)
- Subject Line (41.1%)
- State the offer clearly – 55.2%
- Offer a discount/free postage – 49.6%
- Include the brand name of the sender – 48.8%
- Preview panes give the recipient the opportunity to read more about the email before committing to open it.
- Improved spam filters - especially with the launch of Window's Live Hotmail - mean a higher chance of more mail being delivered into the junk items folder with more blocking techniques.
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