Writing a good subject title

Monday morning, you sit at the desk with a cup of coffee and check your email. In your inbox you see a few emails from Friday and there it is, a newsletter that you can no longer remember why you subscribed to it. You may have seen the sender in your inbox before, but let's be honest, how often have you actually opened and read newsletters?

The first moment of a customer journey starts the moment a customer sees the email. What is the first thing the user sees? The title of the email. This also makes the subject title of your newsletter so important. No catchy title? Most likely, your newsletter will end up in the trash or remain in the list, just like those other 200 unopened emails.

❝ But how do I prevent my newsletter from ending up in the trash?

Luckily for you, we've put together a few tips to help you with this. But watch out! There is no golden formula for writing subject titles (and newsletters), but you can test what works for your target group.

As mentioned earlier, testing is perhaps the most important thing you can do when it comes to subject headings. Fortunately, several sites where you can design newsletters often have a built-in A/B function. If not? Check this before you take out a subscription!

What is AB testing?

Imagine, you've been working diligently on your newsletter and come to the point of writing a title for your finished creation. Titles are difficult and you may end up with several titles, but how do you know which is the best? This is exactly where you can use A/B. Basically what happens is that 50% of users see one title and the other half see the other title. This will determine which title scored the best. Of course, keep in mind that you have to look carefully at what actually needs to be tested. Testing is good! But you can also go too far.

Use those magic words!

You know them, words you find in texts that make the story just a little more personal. For example, the words: je/you, because and of course the word free, because we love free. These words stand out in texts because they appeal to the subconscious and can thus influence a purchase. In addition to words, numbers are in demand. Just think of the last time you read an article where they gave seven tips. We love lists and we should definitely use them to stand out.

Negativity = Positivity

It sounds a bit strange, but if you think about it, it actually makes sense. Study shows that people react faster to negative news than positive news. This also happens with subject titles. For example: 7 Reasons why you don't get likes on Facebook, versus, This is how you get more likes on Facebook. Now you have to be careful with that negativity, only use it if it fits your brand or the message you want to convey. Doesn't it fit? Better opt for a positive approach with lots of magical words.

More tips to distinguish your company from the competition? Then take a quick look at more of our articles for tips & tricks.