Margaret Farmakis
Senior director, strategic services, Return Path

I recommend going back to basics. While optimizing subject lines may seem simplistic, learning what resonates with your subscribers can signifi­cantly boost program performance and help keep your complaint rates to a minimum. Recent studies show 35% of e-mail users open messages because of what's contained in the subject line, while 69% of e-mail recipients report e-mail as spam based on the subject line.

Start by testing to see what works. Traditionally, marketers have been advised to keep their subject lines straightforward and to the point. How­ever, humorous subject lines that make subscribers curious may actu­ally perform better. You won't know until you test.

It also pays to seek feedback. You'll never know what your subscribers real­ly want unless you ask. Send a survey or link to a poll asking your subscribers to vote for their favorite subject line.

Be sure to measure performance accu­rately. With the prevalence of preview pane viewing and the “images off” set­ting, open rates may not best indicate subject line effectiveness. Instead, con­sider click-to-open rates.

THE TAKEAWAY
Study the data on subject lines and ask for feedback to find what works best

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