7 tips to create engaging email subject lines.

Engaging subject lines increase the open rate of an email. The subject line is what the client sees when your email arrives in his inbox.

How does he or she respond? Will he or she open the email? Toss it because it looks boring or marks it as spam?

What’s the secret in writing subject lines that prompt clients to open your email?

Here are 7 things to consider when writing an email subject line:

1. Be clear and concise. People are busy, and their inboxes are flooded with emails all the time. When glancing over the emails, a subject line that clearly states what the email is about will grab the reader’s attention.
2. Numbers and lists. Subject lines with numbers or lists (such as this one!) give the impression of a quick read. Even if the reader is knowledgeable on the topic, he will open the email to check if it’s the same points he thought of.
3. Curiosity. A question subject line creates curiosity to open the email and find out what the answer to the question is. Especially if it is the same question the client has and it addresses a need or problem.
4. Personalize. Using a person’s name in the subject line may feel personal but with overuse, many experience it as spam. Personalize a subject line by using geographical information like a city name or refer to a specific brand or person.

The number of words or characters are also important:

1. People read their emails on computers, tablets, and mobile devices. Keep this in mind. Subject lines longer than 50 characters, for example, are cut off on most mobile devices.
2. Although most subject lines are shorter, studies show that subject lines of 61–70 characters are read and opened the most.
3. If used correctly, an unfinished sentence could intrigue the reader to open the email. Generally, however, the impact of the subject line is lost.

Use variety in your subject lines and test to see what works best for your elder law and estate planning clients.

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