Here’s my subject line top tips: • Pick out a key idea from the message you’re sending as your subject. Be honest - the subject line must accurately describe the content of your email. • Create a sense of urgency or curiosity. The language you use should draw people in and entice them to click. • Keep it short - studies have shown that subject lines fewer than 50 characters are likely to perform best. • Always personalise your subject line, including the recipient’s name and/or their company name. Emails with personalised subject lines see an 82% increase in open rates. Make your content shine Once your emails are delivered to your subscribers’ inboxes, the next step is to get them opening and reading the messages you’ve painstakingly crafted. This is where your content needs to shine. Emails need to be readable and offer value, encouraging users to take action. I’ve got some advice if you’re struggling to write a compelling marketing email: • Open your email with a question - this helps to create rapport with the reader. • Use formatting effectively. Don’t just type up long blocks of text. Capture attention by using bullet points, for example, to emphasise key points or messaging. • Utilise the active voice throughout your email to sound authoritative and involved. Words like “imagine” or “remember” suggest that you’re telling a story, while “because” is important in providing reasons why your reader might take action. • Always finish with a call to action that demonstrates benefits, or the value you’re offering to those users who carry out what you ask. The Inbound Marketing Playbook / 80