You can send valuable newsletters that interest your subscribers, but you have to compose an e-mail that the readers will actually read. That’s why there are certain guidelines to follow when you’re sending out email to your customers, and the “from” and “subject” lines are the most important; you have to make them as effective as possible – it often lies on those two lines whether or not the email will be opened at all.
The ‘from’ field is the field that the recipient looks at first.
As a rule, it has to be either one of the following:
- A person the recipient knows from your company;
- A customer group he/she belongs to;
- Your company name that the client knows well.
Of course, the “from” field isn’t limited to these three options. Basically everything that is somewhat personal will work, for example, if the recipients are from Texas, the ‘from’ field can be ‘<your company> Texas’, or any local place or city.
The subject line is secondary, but by no means should you disregard it.
The email subject line has to be catchy, short, and should focus on the benefit to the person receiving it. It should also suggest the nature of the email; for example, if the email is a promotion, include relevant terms like “save on <product name>”, “this week’s xxx”, etc, in the subject line, as they urge the buyer to take action. It is, of course, necessary to include personal details like the name of the recipient in the subject line. The subject line should also be shorter than 50 characters or seven words, but again, this varies depending on the name of the recipient.
Never underestimate these basic details, as mistakes in those two fields can wreck your campaign. However, don’t go too far in cropping or personalizing these fields; the customer still has to know that you have something to offer, which means that you have to state your case. Also, be aware that the subject field needs to sound somewhat natural, not like it was written by a robot. Keep it simple, don’t stress it too much, and good things will happen.