Why Be Ignored?
E-Mail Success Demands Strong Subject Lines
The subject line determines whether an e-mail message gets opened or trashed on the spot. Particularly if you’re writing to someone you don’t know personally, in this era of jammed mailboxes, the odds are heavily against your e-mail being read. The solution: Make the subject line irresistible.
Creating must-read subject lines crystallizes the basic principle of good business writing, in miniature: you need to target your audience with exactly what they need or want to hear. If you’re offering something they might find useful—whether a professional workshop or a free offer—blast this fact right up front. If there’s a timeframe involved, say so.
Here’s a great subject line from a recent survey of our in-boxes:
Meet KARL ROVE at Book Revue this THURSDAY, March 11, 12 p.m.!
Since this was a mass e-mail, of course the bookstore that sent it couldn’t know which recipients would find meeting Karl Rove a great opportunity. That’s okay: If you’re writing to a group, expect your audience to self-select. People who are interested, and available at the announced time, will read the e-mail. This is much less likely if the subject line had read, “Former advisor to speak”—and we see all too many e-mails of that variety.
Here are some more subject lines that hit our virtual mailboxes recently. They suggest some useful generalizations abut what works and what doesn’t:
1. News From DFGH Long Island
2. What Flipping Burgers Taught One Exec
3. Thank You For Your Interest
4. Get Perfect Fitting Swimwear
5. Save the date—networking event
6. It’s time to vote for your favorite Hotel Hell Story
7. 3.23 NY Social Rep Mngmt – GM, MS, Pitney, Tyson – Attendee List Below
8. Still feeling lousy: Can we postpone?
We think the odd-numbered entries fail while the even numbers are winners—do you agree?--and draw the following guidelines from this.
- Vague invitations, assertions and “news,” especially when recipients have no idea what the organization is or why it’s writing to them, pull fingers to the delete button.
- Compelling subject lines that provoke interest or curiosity are likely to be opened—this is the case with #2 and #6, and also probably #4 (if you’re a woman).
- Catchy subject lines like #s 2 and 6 are nice when your subject lends itself to it, but in any case, always use your most compelling and important information right up front.
- It’s good to be really specific, but don’t lose sight of the big picture--#7 does, and is a far less effective line than the Karl Rove invitation.
An e-mail subject line is your headline. It must entice the reader to open the message, so it has even a tougher job than the newspaper version. It should engage the intended audience, capsulize the message accurately, and always––as in all business writing––give your audience members a reason to care.
Subject line #8, obviously from a friend or associate, would always be opened: Who wants to show up for a meeting and find themselves alone?
COMING UP: LETTER-WRITING WORKSHOPOn Tuesday, May 11, Natalie will present a two-hour workshop on “How to Write Business Letters that Get What You Want” at the Northport (N.Y.) Public Library. It starts at 7 p.m. and there’s no charge. We’ll talk about compelling cover letters, appointment requests, letters to introduce yourself and other make-or-break opportunities. It’s a chance to sharpen your overall communication skills for both print and e-media and practice on the spot.
DO YOU EVER WONDER HOW MANY OPPORTUNITIES YOUR ORGANIZATION IS MISSING through poorly written communication that fails to win contracts, build relationships or engage its audiences? Talk to us. We can design and deliver custom workshops to raise the bar on writing for key staff members. You’ll have more successful proposals, materials and client communication, as well as a more efficient business operation that gets more done.
C&M Business Writing Services & Workshops
Natalie@c-mbizwriting.com and Claire@c-mbizwriting.com
www.businesswriting2win.com
http://c-mbizwriting.com
