As a newsletter writer, it is your job to get as many readers to read your content as you possibly can. The more the number of readers or subscribers, the greater will be your chances of getting more click-throughs for your client. Now, you have to understand here that getting more people to read is not directly linked to your newsletter content. One can read your work only after clicking on the email inbox folder where it resides. Unless the person opens your newsletter, your content is not getting viewed. Naturally, all subsequent processes like clicking through to web pages or responding to surveys stops right there. In other words, getting subscribers to open your newsletter is of vital importance.
You have to think like an email delivery specialist here. What affects opens in newsletters? Keeping factors like delivery into the inbox and not spam box and other such factors aside, it is the subject line on the email that decides opens. After reading a subject line, the reader makes a split-second decision to read or bypass the newsletter. Writing a crafty subject line is a lot like copywriting. You have to come up with something witty, something that makes people curious. Email users will click and read your newsletter only when they feel that there is something in your copy that they might need or like. It is only by the force of this pull that you can make someone read your newsletter.
There are some pointers that you have to keep in mind when it comes to writing a subject line for your newsletter. Keep it confined within 45 characters. Note again that it is not 45 words. This is the number of characters that is visible on the subject line space in a typical email inbox. Anything exceeding this limit spills over and the email user cannot read the rest of your subject line unless he clicks on it. That is a bad idea in itself because your subject line appears incomplete to your reader. The next point is to keep the subject line relevant to the content of your newsletter. Do not draft gimmicky subject lines just for the sake of opens. You might get people to open the newsletter first time around but a disappointed reader might mark it as spam! Try not to deceive your reader.
Sharpen your editorial skills for the subject line of a newsletter. You have got limitations. You have got to keep it smart and provocative. Pull out your thesaurus or dictionaries! Get cracking on a mix of words that best describes your newsletter. To put it more succinctly, treat your subject line as a tagline for your newsletter. What phrase of words sums up your newsletter? That is your subject line! A note of caution needs to be sounded here. Avoid spam words or those that trigger spam filters. Then your newsletter might head to the Spam box instead of the inbox.