We like to think we create email subject lines that have nothing in common with spam. However, it’s all too easy to do just that. For instance, we want recipients to feel excited and interested in our email, to feel it’s an opportunity they can’t afford to miss. See what I mean? Right there I’ve used a phrase that’s all too common in spam: “An opportunity you can’t afford to miss.”
To avoid creating subject lines that could be confused for spam, you need to know exactly what characteristics are associated with spam. And avoid them like the plague.
Mysterious subject lines
In theory, mysterious subject lines compel recipients to open emails, to find out what they’re about. Using mystery to generate high response rates is an old tactic that email users are more than familiar with. Consequently, email recipients see these types of subject line for what they are – a trick to get them to open emails.
This spells trouble. In a joint DoubleClick-AOL study, 96% of people defined spam as just this - “emails intended to trick me into opening them.” So, while this might seem an innocent enough tactic, it’s more likely to get your email deleted than opened.
Besides, there’s no need for recipients to open your email. Most email services have preview windows. Recipients can see the first part of an email – find out what it’s about – without opening it.
Misleading subject lines
These subject lines lure people into opening emails by implying they are about one thing when in fact they are about something else. They are a blatant trick. Again, the preview window gives the game away - email users can easily compare subject lines with actual message content.
As a legitimate email marketer you’re unlikely to write deliberately misleading subject lines. However, you can appear to mislead. It’s important that message content relating to your subject line is at the top of your email where it can be seen in the preview window.
Personalized subject lines
Personalized subject lines are an easy way to indicate that your email has been sent with permission, but there are hazards.
When they can, spammers include names in subject lines too, to give the impression of legitimacy. The results are often messy – “Hi G23xab, Great News!” – because names harvested off the internet include usernames and bogus names designed to flag any unwanted email as junk, or spam.
Most people use a variety of names online. So, legitimate email lists include their fair share of bogus names too. By including them in your subject line you run the same risk of flagging your email as junk or spam, making it an easy target for deletion.
Also, not every name on your list will be a straightforward “Sue” or “Joe.” As a result, many of your subject lines may be distinctly spam-like. For instance, “2Tru2U: Spring Discounts.”
The safest and most effective way to personalize subject lines is to make them highly-relevant to recipients.
Numbers, punctuation marks and misspellings
Spammers use numbers, punctuation marks, odd phrases and misspellings in their subject lines. Their purpose is to baffle the spam filters. You don’t want to seem like you need to do the same, to people or to spam filters.
Punctuation of any kind in email subject lines is picked up by spam filters. If a word needs to be half-blanked with asterisks, use an alternative. Resist the temptation to use exclamation marks – “Thank you for joining!” – in subject lines. They’re bright and friendly but are sure to flag your email as spam. And check your spelling.
Urgent calls to action
Action words are a staple feature of spam subject lines – words like “Buy,” “Save,” “Get,” “Act.” They are usually joined with time words like, “Now,” “Today,” “Quickly.” So much so that the more sophisticated spam filters pick up on these types of words. In spam filter land, they are considered “aggressive.”
Unfortunately, you will still come across many articles promoting the benefits of including “urgent calls to action” in your subject lines. Ignore it. People as well as filters associate these types of subject lines with spam.
One-to-one words
Spam subject lines have a high frequency of one-to-one words like “I,” “You,” “We,” “Your.” Recipients intuitively sense that this “best-pals” approach is a trust-building exercise designed to encourage them to feel safe, and open the email. In other words, a trick. And genuine emailers don’t need to use tricks.
Genuine emails rarely use these words. For instance, “Meeting at 1pm” is more likely than, “I must tell you your meeting is at 1pm.” While it might be unavoidable to use a word like “Your,” watch that your subject line is not awash with one-to-one words. Keep it natural, and in line with real-life subject lines.
Long subject lines
What’s spammy about long subject lines? They try too hard. Something of genuine interest can usually be summed up in a few words. And a few words is all you have.
Most email services show only the first fifty-five characters (including spaces) of a subject line, chopping off the excess characters. This can result in unprofessional, spam-like subject lines, and may alter the entire meaning of your subject line. For safety, keep your email to 50 characters or less.
Too-good-to-be-true subject lines
We’re all adult enough to know that if something sounds too good to be true, it usually is. And in subject lines, it’s a key indicator that an email is spam.
So, when writing subject lines keep your desire to create interest and excitement under control. It’s dangerously easy to get carried away and write subject lines that end upon the wrong side of believable.
Your product may be great, but will it really change someone’s life? Modest but believable subject lines – realistic benefits - win the day.
These are the key characteristics of spam subject lines – characteristics that you should avoid in your own subject lines. Spammers, as we all now, are forever adapting. The best way to ensure your emails are distinguished from spam is to keep your subject lines short, honest, believable and natural – and highly-relevant to recipients.
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You may want to tell the odd clean joke in your emails.Especially if you are loading then into an auto responder. You’ll find people will look forward to your emails just because they can get a chuckle out of them.