6 Best Practices for Email Subject Lines

Billions of emails are sent out of a daily basis to 3.9 billion users according to Statistica. Consequently, the inboxes of your target audience are likely being flooded with emails every single day at an aggressive rate. One item that is critical to getting your email read is the effectiveness of the headline or subject line. This begs the question: what can you do to ensure that your customer actually opens yours? Subject lines are often the most influential factor. Check out these 6 Best Practices for Email Subject Lines.

1.) Use Emoji’s — carefully

Nowadays, we love emojis – everyone is using them in their communications, from teenagers to grandparents. But have you ever considered using them for your destination’s newsletter? There are many reasons why using emojis in your subject lines can be beneficial.

You know the old adage: a picture is worth a thousand words. Emojis are no different, and can be used to great effect ot save some space or replace words. There’s nothing worse than a lengthy subject line. They are also useful in conveying your emotion. Most importantly, they help make your email standout in crowded inboxes. Just remember, don’t sure too many, we recommend no more three in your subject line. Don’t know what emoji to use? There are online resources you can use to find the perfect emoji such as emojipedia.org.

2.) Keep it Short & Simple

About 42% of your email audience come from mobile users (EmailMonday, 2019). So keeping your emails mobile friendly is crucial. It’s imperative that your subject line is not too long, and not conveying its full meaning to these mobile users. Mailchimp suggests keeping subject lines to 9 words or 60 characters at max. Keeping your email subject line short can even generate more user curiosity and may cause a higher open rate.

3.) Use a Call to Action

Try using a Call to Action with a sense of urgency. No one wants to miss out on something. Since we have lost so much time this year, we want to be able to make up for it. Using a Call to Action in your email subject line such as “Book Now for 20% Off!” or “Today Only” creates a sense of urgency for users to engage quickly and result in higher engagement.

4.) Use Number or Listed Content

Did you just write a blog about those 5 Best things to do in Your Destination? Or what about the 10 Reasons you Have to Visit? Why not highlight that within your email subject line. Users tend to flock to content that is easily and quickly consumed like bullet points, or videos. The age of social media has conditioned us to gravitate toward visuals and short text over full, detailed textual content.  This makes listicle content very popular.

5.) Avoid ALL CAPS and Excess Punctuation!!!!!!!!!

We know you’re excited to tell your customer base about your destination and that amazing deal you have to offer. But you want to make sure that you’re not being over powering with the subject lines. An overuse of punctuation can look like it might be a spam email – especially when using a lot of characters. Limit your punctuation to 3 marks per subject line at max. Using all CAPS may seem to be a good idea, but it can come off as overly aggressive and can also appear to be spam and be filtered out automatically.

6.) Do Tell What’s in the Email

Users may be more inclined to open your email if you are upfront and say exactly what your email consists of. Set expectations. This is particularly important when a user has bought something or has downloaded an offer especially. Doing so helps the email capture attention and ensure the reader knows exactly what they can find upon opening. The Travel Vertical’s latest email is the perfect example of utilizing their subject line to emphasis everything that you can expect to be in the email.

Do you consistently do any of these 6 Best Practices for Email subject lines? For more tips and tricks on digital marketing and tourism make sure to check out our Blog and sign up for our e-newsletter! And don’t forget to follow us on FacebookInstagram, and Twitter. Be sure to also check out the 5 Things your Blog Headlines Must Do!