Are donors not responding to your e-mail messages?
Blogger Kerri Karvetski says there are six cardinal sins in writing subject lines, and avoiding them can increase the chance that your e-mail message will be read.
“You have two seconds to grab your reader’s attention,” Kerri wrote in Nancy Schwartz’s Getting Attention blog. “That’s a lot of pressure. Writing subject lines is mostly art, but there’s some science to it as well. If you steer clear of these subject line sins, there’s a world of opportunity available to you. So avoid these avoidable mistakes.”
- Sin Number 1: Your subject line is too long. Fifty characters is the limit for most e-mail reader programs. Keep the line short; readers will thank you, especially those reading on a mobile device.
- Sin Number 2: Your subject line is too short. One-word subjects used to be the in thing. No longer.
- Sin Number 3: Your subject is boring. Give the reader a reason to open the message.
- Sin Number 4: Personalization is overused.
- Sin Number 5: Thumbing your nose at spam filters. Avoid ALL CAPS, too much puncuation and symbols (#%&=).
- Sin Number 6: Focusing solely on the subject line. You still have to deliver on what’s said in the subject line.
MailChimp has an article on how spam filters think. Read it here.