Getting your email campaigns opened

14 September 2011 | Kate Waite

There are several elements to a successful email marketing campaign, refresh your memory with some of our own top emarketing tips and don't forget to download our free infographic on email design.

However, you can get almost every element of your campaign perfectly optimised and primed for conversion but fail at the first hurdle; the subject line.

There are two vital aspects that must be right before the rest of your carefully crafted email is even seen:

1. Your subject line mustn't set off spam filters landing your message in the junk folder.
2. Your subject line needs to shout open me to your recipient so that your message doesn't end up in deleted items!

Beating the spam filter

Looking at the first aspect, spam filters are tricky things and the rules are always changing. Most importantly make sure you avoid words and phrases that will instantly flag your mailing as spam. Some of these are fairly obvious and hopefully you aren't planning to use words like viagra or cheap meds in your travel broadcast.

Some less obvious phrases also can set the spam filters on high alert, try to be creative and avoid terms such as huge deals, holiday savings and % off especially in conjunction with other flags for spam filters such as the use of dollar symbols, exclamation points and over excitable language or excessive use of caps. "INCREDIBLE HOLIDAY DEALS $$$ OFF" will almost certainly see your message consigned to junk (and will most likely alienate any users who stumble across it there!).

Be creative with your subject line, think about the message you want to get across and be creative with the way that you say it.

Instead of:
INCREDIBLE HOLIDAY DEALS $$$ OFF

Try split tests along the following lines:
Great savings on unforgettable holidays
Amazing deals - holidays from £200
Huge savings on holidays

Of course getting past the spam filters is only half the battle. You need your recipients to open the email as well before your message is seen in all its glory.

Getting your email opened

Writing great subject lines is an art form but there are a few general rules you can follow:

1. Keep it short, less than 50 characters is the general advice
2. Personalise your subject line where possible, if you are promoting Italian holidays to an audience you know are interested in Italy make sure you get the country line in the subject line.
3. Make your information timely - if you are sending out information about late availability for October holidays at the end of September, mention the month in the subject line.
4. Make it sound useful. For example 10 top travel tips, India destination guides, travel photography tips ... if it sounds like something that contains information your recipients want to read they will open it. Don't use vague teasers, tell them what's inside.
5.  Keep it fresh. Using the same killer subject line that got a great response time and time again will lead to a drop in open rates. By all means keep continuity (and your from line should establish this) but use a new subject line for each broadcast.