The typical business person gets more email than we can handle every day, and as a result most users have coping mechanisms for handling the onslaught of email.  And, executives and decision makers who are power users of email, often receive more email than is imaginable.  Yet, marketers still find outbound email marketing a useful tool for reaching this audience.  How can this be?  If executives are inundated with email, one would think that adding another email to their inbox is not only a waste, but sheer stupidity.

The reality can be quite different.  The best email in the world, with the clearest, cleanest message can be deleted without further thought.  The junkiest, ugliest, most garbled email can be opened with unimaginable frequency.  The difference?  It could come down to brand or history with a company.  More than likely, it boils down to the Subject Line.

An uninspiring Subject Line from Microsoft can get as easily deleted as an ill worded Subject Line from Apple.  A thoughtful, clever subject line from a completely unknown company may make its way into the hearts and minds of everyone who receives it.  As users, we all take but a few seconds to read, digest and make a decision on whether to buy-into the value proposition of that Subject Line and make that internal leap (and it can be a BIG leap somedays) to explore more.  Opening an email, particularly from an unkown source, requires faith, interest, and inspiration.  Am I going to be rewarded for this effort? That’s what all readers want.  Reward.

How do you craft that rewarding, high value proposition Subject Line?  As with all marketing, its part science and part witch-craft.  It cant be one word, nor can it be 20.  It shouldnt be passive voice.  It should have a call to action or active verb.  It should have meaningful keywords, and an insight to what follows. It should be clever or unique, and yet familiar and known.  It should be memorable but not weird.  It shoud inspire.  It should stick out from the 500 other emails in the readers inbox.  It should speak to the reader personally, and yet not be creepy.

Easy?  The funny part is, most companies spend more time working on the content inside the email and slap dash off the Subject Line.  In reality, the Subject Line appeals to the emotional, Limbic side of the brain.  This is the side of the brain that responds biologically and with more emotion.  Thus, if done right, the Subject Line can immediately get your reader fully engaged and ready for me.  So, next time you’re planning a big outbound blast, focus more on the Subject Line.  And, do it first.  Make it the rallying point for the entire email.  You’ll align your message to the reason your reader has opened it, and you’ll likely increase conversion rates.