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Write a Great Subject Line

The best email subject lines are usually short, descriptive, and give the reader a REASON to open your email. Keep your audience in mind and test keywords and phrases to maximise subscriber engagement.

Short, punchy subject lines often get a higher open rate as they catch a reader’s attention. Eg: “Are you as cool as this guy?!”

Longer, more descriptive subject lines often get a lower open rate but a higher click through rate. This is because readers can tell before opening the email how interested they are likely to be in its contents. The more interested they are, the more they click through to the offer. Eg: “Save 30% on a weekend away for two people in June”.

Try personalisation (Dear Michelle), or better yet, localisation (Have you heard what’s happening in Durban this weekend?).

Quick trick: Don’t leave deciding on the subject line to 5 minutes before you send. A cohesive, effective email starts with a concept and a clear subject, and builds the content and design from there.

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