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By Neil Anuskiewicz
Elements of a Good Subject Line
As mentioned earlier, set proper expectations regarding the subject of the email. Most good subject lines are straightforward, clear, and do not cram in too much stuff. Many good subject lines are fairly simple. If the content of the email is interesting to the reader, they will appreciate your straightforward subject line describing the content.
This does not mean you cannot use the subject line to sell, as you definitely can. Here is the From and Subject I got today from one of my favorite online publications.
From: MarketingProfs Events
Subject: Early Bird Ends Friday: Grab Your Discount
First, notice that they branded the From address so I recognized the source instantly. This made up for the non-branded subject line. Second, notice the sense of urgency and anticipation. There is an event and I can get a better deal if I act by Friday.
The copywriting in the email itself supports the subject line very well with a description of the event, some humor, and a strong call to action with links to a good landing page.
It is worth noting that everything from the subject line to the copywriting in the email was compelling while being slightly understated. This slightly understated tone takes away the feeling of high pressure, while still maintaining a sense of urgency. Well played.
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