Some common sense dos and don’ts when creating subject lines for your email campaigns:

DO

1. Limit subject lines to 40-50 characters (including spaces)
2. Make it clear, specific and direct
3. Use offers and action words to suggest customer benefit e.g. Save, Learn, Earn, Win
4. Best practice identifies that the subject line is strengthened when the product name appears, as this increases the relevance to the customer
5. The subject line should be meaningful and relevant to the content. The language should be dynamic and concise. The objective is to get the customers to open the email
6. Continually test new subject lines - areas to test include:
   • incorporating popular search keywords
   • different expressions of same offer
   • personalise to improve relevance, e.g. exclusive offer for XXX customers only

DON'T

1. Make your line too long
2. Use vague or complex language (jargon is a complete turn-off)
3. Use exclamation marks or too many symbols
4. Use capital letters to highlight specific word or phrase