Creating an Effective Email “Opening” Header
Today’s email users have more messages than time to read them, and are extremely wary of spam and phishing. If a subject heading looks at all suspicious, many recipients delete the message unopened. How to title your e-marketing messages so they pass this initial test?
1. Get rid of asterisks and other symbols rarely used in standard written text. Not only do they trigger “spam” warnings, they look unprofessional anyway.
2. Put all words of the header in standard format—all-caps and extra spacing arouse as much suspicion as do symbols. Capital letters also provoke the reaction “Who do you think you’re shouting at?”
3. Don’t promise a “Great Bargain” or say anything that sounds risqué or sensationalist. Recipients will mentally categorize you with countless junk ads that use similar headers.
4. Don’t tell lies! Nobody wants to do business with someone who is dishonest, and it’s dishonest to use a header that sounds interesting but has no relevance to the message text, or to imply “you contacted us first” by starting a header with “Re:” if the message isn’t a genuine reply...