Good subject lines for your newsletter

The subject line of a newsletter is one of the most important components of your newsletter; after all, your subject line is the first thing your contacts see in their (often overcrowded) mailbox from your newsletter.
This one line largely determines whether your newsletter will be read or clicked away. Spam filters also carefully scan how a subject line is formulated.

How do you write a good subject line? 

With these tips, your subject line engages readers and keeps spam filters on your side:

• Ensure your subject line matches the content of your mailing
  Your contact should be able to see immediately in their mailbox what your newsletter is about.

• Tailor the subject line to the needs of your contacts
  What do you offer your contacts? What do they gain from your newsletter?

• Make sure your subject line intrigues
  Stimulate. Tempt. Call to action. So that your contacts at least take a look at your newsletter.

• Align your subject line with your name as sender
  Why include your company name in the subject line when it's already listed as the sender in the mailbox?

• Personalize your subject line
  Use contact details such as city and company name in the subject line. (But never a first or last name; that is perceived as spam.)

• Use the right 'tone of voice'
  Do you use the informal 'jij' or the formal 'u' with your contacts? Align this with your other communications (website, emails).

• Use simple words
  Communicate your message clearly and transparently. Avoid difficult words and bureaucratic language.

• Use words that are proven effective
  Some words always work well in subject lines: save, increase, decrease, improve, enlarge, optimize, safe, new, best.

• Keep it short
  In your contacts' email programs, there is often not much space for the subject line. The number of available characters on mobile phones is even less. Ensure that your subject line can be read in its entirety.

• Ask a question?
  Yes, ask a question. Subject lines in the form of a question have been proven effective.

• Have your subject line read by colleagues first
  Do your colleagues immediately understand what the newsletter is about? Do they feel addressed?

• Test different subject lines
  Send variations of your subject line to small numbers of contacts. Which one performs best? Then send the bulk of your mailing (A/B testing).

• Analyze the results of previous newsletters
  Look at the open, read, and click rates of previous newsletters. Which subject line worked best?

What should you really avoid doing in your subject line? 

• Do not make your subject line an obvious sales pitch
  That reeks of spam and is off-putting. Tell what's inside. Don't sell what's inside.

• Do not be too creative
  Better to be relevant and a bit boring than funny and disconnected from the content.

• Do not strictly repeat your subject line
  A repetition of subject lines (Newsletter January 2015, Newsletter February 2015, etc.) invites increasingly less to open and read. Therefore, add the most important item of your newsletter to the subject line. Write: Newsletter October 2015: Volvo Ocean Race starts.

• Do not write in the past tense
  Write: Leadership workshop is a resounding success. Even if the workshop was held last week.

• Avoid words like 'can', 'will', 'shall', and 'want'
  The subject line becomes much more direct - and also shorter - as a result.

• Do not use spam-sensitive words
  Examples of spam-sensitive words include: free, discount, advantage, special offer, buy now, unique opportunity, help, reminder, test, two days left.

• Do not unnecessarily use capital letters
  Do not shout: BIG SURPRISE AT OPENING NEW STADIUM!

• Do not sprinkle too many punctuation marks (!!!, ..., ???)
  Do not write: Come quickly to the store!!! Every punctuation mark increases spam sensitivity.

• Do not mix letters and numbers together
  Do not write: b3wust, kr8, 4en, v1agra, tip4u, what2do, etc.

• Do not mention euro, dollar, or percentage signs
  Do not write: During sale days: 20%, 30%, 40% ... up to even 50% discount!

• Do not place unnecessary spaces
  Do not write: E e r s t e p a a l s t a d h u i s d e g r o n d i n.