With the amount of emails that people receive these days, how do you ensure that your email newsletter will get opened and read? You need to write killer subject lines with relevant content that will grab a person's attention. You only have a small window of opportunity to tell people why they shouldn't delete your email and take the time to open it and see what's inside.

We know this is no easy task. There are a lot of variable to consider when writing a subject line. The length, branding, personalisation, format, etc will all impact on its effectiveness.

We believe that the only way to discover the best performing email subject lines is to continuously test, measure and optimise. We have put together some of the most common myths about subject lines that aren't necessarily true and should definitely be tested.

Myth #1. You can't say 'free' in your subject line
Back in the day, any word considered as 'spammy' would have put your email straight into the junk folder. These days, mail filters are much better at correctly identifying and filtering spam messages. Email filters take into consideration a wide range of variables when trying to distinguish between a legitimate or spam email. You can check for potential issues with your email by using the Spam Checker in your email system before sending it.

It goes without saying that you obviously shouldn't overuse the word too much though like 'FREE FREE FREE!' as even though the mail filter might not think it's spam, your readers might. Focus on delivering relevant content of value to your customers.

Myth #2. Subject lines should be short
How long should your subject line be? Popular opinion dictates that it should be 50 characters or between 5 to 6 words. We think that a good subject line should tell the reader why they should open the email. It can use a range of tactics to do this like creating a sense of curiosity and urgency. Or it could communicate value, relevance or simply to inform readers about what's inside your email. So even it takes 7 or 10 words, it's ok.

Do try to make your subject line as succinct as possible. You don't want readers having to work hard to figure out what's inside.

Myth #3. Your subject line's job is only to get someone to open the email message
Yes your subject line should encourage the reader to open and read your email, but that's not it's only job. Subject lines also have a role to play in branding. Don't trick your readers into opening your email. Be truthful about what's inside. An informative and accurate subject line can also prolong your email's lifespan by helping readers to index it and archive it for future use.

For more information about email marketing and TA Fastrack's email marketing system, speak to one of the marketing consultants on 07 3040 3588 or visit the website.