Email Marketing: First Impressions Last

The composition of a marketing email should include a highly relevant and alluring subject line. This is the first component of the email that potential readers will see and it is also one of the factors that are analysed by spam filters and anti spam software. Short, snappy, and optimised titles including one or two power or buzz words will usually perform considerably better than long winded or irrelevant titles.

Spam prevention software scans every aspect of an email message. Many applications use a blacklist of words and if any of these words are found within the body or the subject of the email it may be consigned to the spam folder rather than the Inbox. Blacklist filters are certainly not uncommon and even the more advanced Boolean filter based software may also include blacklists as another line of defence against undesirable messages.

Equally as important is how desirable the subject is. Keeping it short and accurate is the most desirable option. If it sparks any kind of powerful emotion then it is likely to have a positive effect on read rates. Most of us receive masses of email and we tend to scan through messages by quickly reading subjects.

Email marketing can still prove one of the more effective methods of marketing a website. The subject, as the first component of an email that readers see, is especially important and should be short while avoiding the use of any potentially blacklisted spam keywords. By ensuring the use of the best subjects an email marketing campaign can generate excellent read rates and lower bounce rates than those with extensive subject lines.