11 Tips for Creating Subject Lines That Get Opened

Subject lines may look simple to write, but they’re not. Similar to outer envelope teasers, subject lines are gatekeepers that can keep readers out … or invite them in. So, it’s no surprise that there’s more to creating successful ones than just stringing together words. Direct response writers know every detail counts.

We use details to snag reader involvement that leads to response. And to do this, we’re always looking for new tricks to try. So, yes, we give careful consideration to every little detail including the use of personalization, punctuation, special characters, and even those eye-flow-stopping | vertical | bars | also | called | pipes |.

While YOU need to be aware of how different web browsers display special characters and how spam filters will react to subject line punctuation, testing is the tool that helps you learn what works and what doesn’t. That’s especially important with email since best practices seem to constantly change.

Here are 10 tips for creating subject lines that get opened. As always, test to see what works best for your audience and offer.

$50 vs. fifty dollars. You tell me which has instant impact. Numerals read faster and frequently take up less space. $s are magical for reinforcing value.


Pat Friesen is a direct response copywriter, content developer, copy coach and creative strategist. She is also the author of 'The Cross-Channel Copywriting Handbook,' published by Direct Marketing IQ. Reach her at (913) 341-1211.


Publish date: June 26, 2013 https://dev.adweek.com/performance-marketing/copywriting-best-practices-email-subject-lines-get-opened/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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