How to write the perfect email subject line

What entices you to open any email? More than anything else, the decision making factor is the subject line.  Many wedding marketers keep it short- typically around 50 characters.  Why?  Because a subject line of an email should be compelling and concise enough to convince a bride to open it and take the necessary call to action. 

Here are 4 things to consider:

1.    Get to the Point: Relevance is key, so get to the point in the most creative way with fresh information. Remember, attention spans are short and brides time is valuable.

2.    Don’t Mislead for an Open: You want to add a spark to a headline so that it creates curiosity and leads brides to open the email. With that being said, you don’t want to mislead them just to get the email opened. Your subject should tie back to the content in the email. This will improve long term email results, since your goal is to build trust.

3.    Test It: Perform "A -vs- B" for your subject line on brides. It will certainly give you insight as to what works better.

Here are some of the types of tests you could perform:

§ Personalization: Using the brides first name

§ Proof:  Highlight an expert or a peer in the wedding industry

§ Scarcity: Highlight that the content is exclusive or limited

§ Relevance: Mentioning their city or a competitor

§ Brevity: Shorter subject line versus longer

4.    Review and focus on the end goal: Look back at your email and see which subject lines got you the best conversions and click-throughs. Most of the time we tend to think that a higher open rate is the best way to read the result (which is true), but going one step deeper may help you identify the content that is working, allowing you to write more relevant emails.

These tips, plus keeping subject lines short (think 50 characters or 4-6 words) will surely have an  impact on your wedding email marketing success.

I would love to know if these tips have helped you (or if I’ve missed any that you can share). What have you done to test whether your emails to brides are getting you the results you want?