Writing effective email subject lines

Email is so widely used that most people have several email address just to keep the madness to a minimum. For example, it's normal to have a work email, personal email, and a "junk" email that you give out when doing so will most likely result in unwanted spam and solicitations.

And, with all this email flying around, how many emails do you actually open and read? How many do you just delete? These are important questions, especially if you regularly send out email for your business.

Whether it's a monthly newsletter or a "sales" email hitting up past clients for more business, you don't want recipients sending your email to the trash bin. Worse, you don't want to get flagged as a spammer, so make sure you're familiar with the CAN-SPAM act

Here are a few Dos and Don'ts of email subject lines:

Don't

• USE ALL CAPS TO TRY TO EMPHASIZE A POINT. Nothing says spam like a subject line written in all caps. Yes, it stands out, but it's a guaranteed way to get your email deleted.
• Overuse exclamation points!!! In fact, try to avoid exclamation points altogether.
• Use buzzwords like "free","discount","special offer","click here","XX% discount." These words can trigger spam filters and your message won't even make it into your recipient's inbox.

Do

• Keep your subject line concise and to-the-point.
• Be honest about the content of your email. Your subject line should reflect what your email is about. This might seem obvious, but there's a lot of people out there who think trickery and "creative wording" is the only way to get their messages opened.
• Add a benefit to the recipient, giving him/her an incentive to open your email.
• Make your email about them, not about you.
• Keep your email subject lines consistent, especially if your emailing a newsletter. Consistency will familiarize your readers with your email. They want your newsletter, so make it easy for them to identify it - this starts in the subject line.

Writing good email subject lines that get your messages opened and not sent to the trash bin is more of an art than a science. The best way to improve is like anything else; practice, practice, practice.

Another way to improve your email subject lines is to go back into your email archives and look at which subject lines entice you to open the email. Make sure you go through your spam folder as well to see what makes a subject "spammy". By learning what email subject lines entice you and which ones make you cringe, you will write much more effective subject lines.