Creating The Subject Line For Your Newsletter ... What's Best?

Subject lines, on newsletters (and everthing you create), are more important than perhaps all of your content! Subject lines do two important things:

1. Get the newsletter opened
2. Put your business "in front" of a reader, even if they do not open your newsletter.

Do you ever find yourself in a delima as to what to put in the subject line? Or do you just throw anything up there? Maybe you don't put anything in the subject line (a definite tabu)?

It is important to give your subject line serious thought! One general thought that may help you is what I refer to as the "Golden Rule Of Online Communications" ... make sure your communication is convenient and removes all need to think!

Let me expand just a bit ... "convenient " means that you are delivering information that the reader wants to receive. Your information is not a hassle to receive. "Remove all thinking" means just that! Make sure your wording is clear and to the point. There should be no "grey" in the message - reader does not have to figure out anything, guess, etc.

Here are a few more tips to go along with the Golden Rule:

• Use Clear and Distinct Wording
  Example: ABC Company News vs. Re: ABC Company January 2010 News!
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• Pay attention to the 1st 4 - 5 words. They are the most important words of your subject line.
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• If you can be clear in a short subject line, great! If not, make sure the 1st 4 - 5 words are clear and a longer subject line will be read by those who are "lured" by the 1st few words.
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• Remember that your recipients hear from other people as well.
  Example: Our Newsletter vs. XYZ 's January News!
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• Capitalize the first letter of each word, even the little single letter words. This gives your subject line a bit more presence in the inbox.
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• Say exactly what you are communicating about! Do not be cute or whimsical. Always good to state a benefit as the subject line when possible. If a challenge, try pretending someone "live" is in your office and write it as you would say it! Makes it much easier to create... !

One question that often comes up when creating the subject line for a newsletter is whether to use the same line - your newsletter title - over and over or use an article title as the subject line. Have you experienced this dilimma?

I say both! Your newsletter is a form of branding and people who subscribe want to receive it and know that is has arrived in their inbox. If you use your newsletter name consistently in the subject line that is your 1st hook - it becomes part of your brand and your readers know it has arrived.

This said, you want your readers to have a compelling reason to open your newsletter each month, not just know it has arrived! So after your newsletter name, I always suggest that you put the title or benefit of your feature article or news. This will change each month and give your readers something to "look for!"

I hope this has helped put some of the mystery away. Let me know if you have questions. I welcome any other tips you might have. Please share with all of us!

Keep your business growing!
margie