Email filters are a lot tougher these days. In the past you could get away with just about anything in the subject line but these days, even if you’re emailing your own mother, your emails are more likely to end up in the Spam folder if you don’t watch out. Here are six mistakes to avoid on email subject lines so your emails get past those filters and have a better chance of being opened.
Using Only One Word: Using one word in the subject line, like “Hi” or “Hey” or “Open” will land you in the spam file for sure. And if you do make it beyond the filters most people are going to Spam it out anyway. That one word subject line is a sure sign that you’re either too lazy to put any effort into making a connection or you’re trying to mislead the receiver into thinking you’re a friend. Either way, they’re not going to open it.
Asking For Something: “Wanna exchange links?” or “I need your help” are good examples I’m sure you’ve seen dozens of times in your inbox. Do you open them? Of course not. You can tell strait off these people want something from you and you already have enough on your plate. If you want people to open your emails you have to answer that important question: WIIFM? Instead of asking for something, let them know what you’ll do for them in the subject line of your email.
Using Misleading Words: I think email marketers who use “reply” or “here’s the link you requested” or other misleading statements that make it appear you’re already best buddies are the most despicable creatures on Earth. It’s one thing to try to trick me into opening emails by telling me you have a great deal or you need my help, but pretending to be a friend or a member of my family is as low as you can go. If that’s the best they can do they might as well get off the Internet.
Using Words That Look Like Spam. Most filters are set to recognize keywords like the following: free, money, giveaway, gift, survey, and other words that are frequently used in scams. If you want your email to travel safely past the filters you should avoid using these words. Most email service providers will flag these words before you even send, warning you that your subject line will potentially be flagged as spam.
Sensationalism: Hurry! There’s only one day left! This bargain will disappear forever! You’re the only one we’re going to let in the door! Poppycock! You know it and so do I. That email is being sent to millions of people all over the world and you’ve been sending it for weeks. The subject line sounds like it comes from a spammer so if you’re lucky enough to move past the filters no one’s going to open anyway.
Begging For Attention: Please open immediately, Urgent, Important Information… If it’s so important and so urgent, take the time to craft a subject line that tells me what it is and why I should open your email. Otherwise, I have enough other urgent matters to attend to. I don’t need one more.