B2B Emails: 10 Ways to Optimize Subject Lines

Although social media gets all the attention, you can’t beat email when it comes to reaching customers. Email is the medium in which most people choose to receive marketing messages. According to the 2012 Channel Preference Survey, 77 percent of customers prefer to receive permission-based marketing communications through email.  

The most important part of any email — whether it’s a one-off blast, part of a lead-generation or lead-nurturing campaign, or simply a communication with customers regarding a trade show — is the subject line. The subject line is the first thing readers see and will determine whether they open or delete the message as they scan their inboxes.

The vast majority (72 percent) of marketers routinely optimize the performance of subject lines (according to the Marketing Sherpa 2012 Email Marketing Benchmark Report) with 45 percent of these marketers saying that subject line testing is very effective and 58 percent reporting it’s somewhat effective.

The following is a quick list of tips and techniques gleaned from the Marketing Sherpa report and my own experience for improving subject lines.

1. Keep it short. Most email viewing panes have a limited amount of space. To ensure that your copy doesn’t get cut off, keep it short. The rule of thumb is to use a maximum of 55 characters.
2. Use numbers. Using numerals will capture user’s attention quicker than writing out the number because they’re easier to understand at a glance.  
3. Be specific. Readers don’t want to guess what your email is about. If you don’t give them a good reason to open your email, they’ll simply delete it. To give readers a clear idea of why they should read your email, be as specific as possible in your subject line. For example, if you’re appearing at an upcoming event and want them to stop by your booth, say so in the subject line, even if the means writing a somewhat longer subject line.  
4. Stress the biggest benefit in the subject line. Readers need to know it’s worth their while to open and read the email. For example, if you’re giving away a free white paper, say that first: “Free Whitepaper: Improve Contact Management ROI.”  
5. Select and place words carefully. Because people skim quickly, frontload your subject lines. Put the most important industry buzzwords or messages as close to the beginning as possible, preferably using them as the first word. If your most important message is “50% off,” say so right away.
6. Promise new or breaking news. Most B2B buyers are interested in keeping up with the latest trends. Providing information about breaking news delivers a valuable service.
7. Tempt readers with a special bonus—something that’s limited to a select group, namely the subscribers who open the email. B2B marketers often use this technique to tempt buyers to fill out research surveys, offering any one that fills out the survey complimentary access to a report containing the results.
8. Tie the subject lines to a creative theme. This will keep the recipient entertained and make them want to keep reading. For example, one of my clients used the theme, “It’s All About You,” as its theme for a conference honoring their customers a few years ago. One of the email subject lines we tied into that theme was “It’s Your Chance to Shine. Visit [COMPANY NAME] at the 30^th Annual [CONFERENCE NAME].”
9. Avoid spammy keywords.  Spammy keywords, lots of exclamation points and all caps will turn off B2B customers. However, it’s okay to use the word “free” if you don’t overdo it. Click here for a list of spammy words to avoid.
10. In Gmail, the subject line appears in bold. However, readers looking in their Gmail inbox will also see the text right after the subject line in a grey font. This grey text is actually the first sentence of the email. Make sure this text is something that sells or highlights your unique selling points.

What are some other tips for improving email subject lines?

Comments

[Andrew Healey]

Thanks for the post. As it happens, I'm sending out my latest newsletter today, so I'll revise my subject line.

[Wendysh]

Excellent post -- picked up several good ideas from you, so thanks. I've also discovered that the text right after the subject line in Gmail can be customized beyond picking up the first part of the email itself; in many email systems it's called the preheader or lead in -- so you have some flexibility to emphasize a key benefit or message by customizing this, too. Cheers!

[Cheryl Goldberg]

Wendy, Thanks for the tip. Cheryl