Or

Email marketing is one of the most important things you can do to keep your business running steadily, this is as true now as it has been since sending emails got more popular than sending letters. Which means we all have to get good at a wide variety of skills that were not at all necessary to the average business owner prior to about 1990, including but not limited to, copy writing, SEO and my least favourite task of all, writing email subject lines. Email subject lines are unfortunately important in making sure your email is opened and read; write a good one and your open rate can jump from the standard 20% average to over 80%, write a bad one and literally nobody will even see your email, let alone have to decide whether to open it or not. The margin of error here is... huge.

So how do we decide what's good and what's bad???? (aha, see what I did there).

Well as the quote suggests, there are some actual hard and fast rules that will at least make sure your email gets to the inbox.

1. Don't use multiple exclamation points, no matter how excited you are by your product launch. One is enough to get the point across and anymore is likely to get picked up by spam filters.

2. You also can't use both an exclamation point and a question mark, for the exact same reason. Either ask a question, just the one mind you, or use an excited statement, not both.

3. Emoji's are... a grey area. I wouldn't recommend it in general, but you can probably get away with using one.

4. Don't use all caps. This is the internet syntax for shouting, so if your audience is made up of people primarily 40 ish and under, you may be literally shouting in their head. It doesn't leave a good impression and I personally have blocked people for typing like this. (There are locations like headings and buttons where all caps doesn't translate to shouting and some fonts can also change this, but in general, body copy and subject lines shouldn't be in all caps.)

5. Don't use swear words... I know in some cases it can be a part of the business brand to still use swear words, and I don't personally mind it, but the spam filters don't care about my feelings (or yours for that matter). Using swear words will vastly increase your chance of hitting the spam box.

That was a lot of negatives, so here's some positives to balance it out, just a bit. These things will (hopefully) work to get your email read, now that we've given it the best chance of being seen:

1. Follow the Kiss Principle. (Keep it Simple S....) Subject lines don't need to be complicated to get our attention, often the best ones I've seen have been only 4 or 5 words total.

2. Do use the same line as your blog title, if the email is a blog update notification, and, sneaking a "don't" in here, don't have your blog name or email list name in every email. It's good for the Welcome email and then it's unnecessary from there on out. If they're reading your emails, they can see who it's from in the "From" field, so you really don't need to add it again.

3. Let it go... not every subject line will be perfect, it's better to get your emails sent and delivered than stress about whether you're setting the exact right tone with your subject line.

If all else fails - go and look at your spam box and then your inbox. See the difference? Yeah, do the same things as the emails you open and avoid the mistakes of the spam box. (This seems like really obvious advice, but I genuinely didn't do it until recently, so I'm just passing on the obvious wisdom in case somebody else didn't think of it either.)

I should also note that it can definitely help your deliver-ability if you remind people to add your email address to their contacts on sign up. We can't make them do it... but we can politely remind them that they are in control of what they receive and see.

And of course, because I have an (many trash filled) email address(es), I have examples!

First, one from the Spam Box.

And now two from the Inbox.

If still want help with this, or any of your other technical woes, book a call, I’m sure I can get you sorted out.

Or you can connect with me on social media to see more of this sort of thing.