The Devil's in the Detail: Crafting the Email Subject Line

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The email subject line is the window of opportunity for marketers to connect with potential customers.

Details are important. And email marketers know just how important tiny details are each time they attempt to craft the most enticing, clear, and valuable subject lines for their email campaigns. Email subject lines provide marketers the small yet impactful window of opportunity to make direct connections with potential customers, says Christopher Lester, VP of sales at Emma, an email marketing platform.

“The email subject line is probably one of the most important pieces of a campaign because the inbox is a really full place,” Lester explains. He says, on average, users get about 150 messages in their inboxes each day, and those emails are coming from family, friends, and coworkers. “So the subject line is really the piece that allows [marketers] to move from something that feels like inbox clutter to something of value that someone wants to open. It's the beginning statement of the story.” The chief email marketer shares some essential do's and absolute don'ts when crafting the email subject line.

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