Whether you’re on a job interview or a first date, “first impressions” play a significant part in determining what happens next. You’d never show up to either of these meetings disheveled—with mismatched shoes, a wrinkled suit, and bedhead—and expect it to go any further. The same applies to sloppy email subject lines and preheaders. Blow it once and you may not get a second chance.
So, what characterizes the types of subject lines and preheaders that make a good (and lasting) impression?
It involves more than adhering to suggested character counts. In this video, Optimizing Subject Lines and Preheaders, I discuss some of the fundamental principles of crafting these elements, including the importance of:
- Front-loading the most important content.
- Personalizing key elements (first name, last name, geographical area, etc.)
- Adding an emotional component—and switching up which emotions you employ.
- Ensuring the subject line and preheader work together to tell a story.
Blow it once and you may not get a second chance
Responsible email marketers succeed when they craft a number of personalized subject lines and preheaders that connect to a variety of emotions. By doing so, they engage their target list with the right subject line and the right preheader at the right time, ensuring that they get an optimal response.
Make sure to watch for the simple assignment at the end of the video that will help you implement these best practices.