Changing Leads for a Changing Industry

Technology is changing the way that we look at the Public Relations industry, like I’m sure many have said to you before. In this constantly changing world, professionals need to know what is important in as little time as possible. Nothing screams this more than emailing. We are constantly bombarded with emails and we never have time to open all of them, which is why subject lines are so important. Whether receiving an email from a colleague or sending one out to get read by another person, subject lines of emails are what will get your email read.

Subject lines can be considered the new lead paragraphs for emails, without a good subject line your email may never get opened in the first place. In order to write a good subject line you need to think simple. Do not try to sell your product or service to the person because that will just look like SPAM and will get deleted right away. The point of the subject line is to do exactly what it says, show what the email contains. With all that being said, here are some tips to make sure your emails get opened.

The most important thing about subject lines is that they need to be clear and concise. Don’t waste people’s time with unnecessary banter. Also, keep the subject line to around 20 to 35 characters and no more than 40. This will make sure that the important information is in the subject line without dragging on too much. The more you add, the less likely the recipient will be to read the email.

One of the most obvious things to think about when writing a subject line is explaining what is inside. It sounds really simple and obvious but it is often forgotten. This also helps to keep the email from looking like an advertisement. Give a short explanation of what the recipient can expect from reading the email.

If this email is on behalf of your company or organization, put the name in the email. By showing it is from a company the recipient will not think it is SPAM or has no actual importance.

The appeal of the subject line is that last important concept to keep in mind. The subject line needs to ALWAYS be for your target audience. Without targeting the recipient, the email looks like any other general junk mail that he/she is being sent. Also, try to engage the recipient. The more engagement that you can create in the subject line, the more likely it is that your email will be read.

When it really comes down to the basics and what to always include in your subject line, it is very simple. Tell the recipient what is inside in a clear and concise way.

For more tips about subject lines and email marketing check out the Lyris website

Tim Holtz

University of Minnesota
Jour 3279
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