Subject to Change

In a recent discussion about e-mail subject lines I was asked by a colleague if she should always put the client’s name in it. “I want the recipient to know it's about my client,” she said. “No,” I snapped a bit too tartly, “you want the recipient to open the e-mail.” After all, the message isn’t going to matter if the e-mail isn’t opened in the first place. E-mail subject lines are the subject of great interest. Google “subject lines,” in fact, and in .22 seconds 981,000 results appear (including one from the Romance Writing Book Club message board - for them, however, even subject lines are all about love, decolletage, long walks along the beach, and square-jawed studmuffins on white horses). Like love and romance, though, subject lines are worth struggling over because the potential payoff is so big. Here’s some advice for the subject linelorn among you, in no particular order: Write it after you’ve composed the body of your message – Even if you know what you’re going to write about, after you’ve completed the text the tone or viewpoint may be different than what you’d planned. Waiting to write the subject line allows you to be more specific and nuanced. Summarize the thrust of the message. Example: Cocktails resched to Friday 7 p.m. Focus on what’s in it for the reader: Example: Here’s the data on Iowa you wanted Keep it short. A study conducted last year by e-mail monitoring company Return Path showed that subject lines with 49 or fewer characters had click-through 75 percent higher than for those with 50 or more. Be specific – Not “Newsletter #4” but “Newsletter #4: Tips for spring cleaning” Avoid words that “sell” like “free,” “buy,” and “call now” – they’re like flares to spam filters. Have someone else write it – You’ll be surprised at how effective this can be. Avoid dates in case it gets cut off – March 26 could appear as March 2 depending on the recipient's setup. Avoid: “Hi” and “FYI” Don’t let your subject line be your message – It’s confusing to recipients because they think something’s missing (it’s like when someone says something is attached and there’s nothing there, you're, like, huh?) Change the subject line if the topic of the e-mail itself has changed, though include the original subject line in brackets if you can. Example: "Here’s your mtg info [Re: We won the account!]

Note: Did you get the "subject linelorn/lovelorn" play on words? I had to look it up, but "lorn" means "pitiable in circumstances." I like knowing that.

Comments

[Jim Lane]

Your post does not answer the the original question: "should I put the client's name in the subject line." Where's your rationale other than a quickie barb that is not really a sufficient reason?

Why not? You save me a great deal of time by having it there - client I want info about, I'll read it - if not, then I can move right on past it without wasting my time. You waste my time to often, bye-bye - I'll either unsubscribe to all your messages or put your firm in a trash filter. Now none of your client's messages reach me. Enough me's, you accomplish nothing for your clients and they may say "bye-bye" to you.

Now, on to the points:
Here's the stuff I have differences about:

* If it’s urgent, say so.

- SORRY this is usually a spam flag, especially if someone is in a hurry on the reading end. I cannot remember the last time I opened an "urgent" message - even if it survived a filter.

* Avoid words that “sell” like “free,” “buy,” and “call now” – they’re like flares to spam filters.

- As is "urgent," "FYI," and "Hi!" mentioned elsewhere. Use of the username like wise!

* Have someone else write it – You’ll be surprised at how effective this can be.

- Interesting!

* Avoid dates in case it gets cut off – March 26 could appear as March 2 depending on the recipient's setup.

- Ever thought about using "26March?"

* Don’t let your subject line be your message –

- To clarify, if you only send the header info. If your message continues with detail, then it is okay.

A good summary, one really interesting take and some items up for discussion because each of us is different on how we handle incoming email.

[Dan Santow]

Jim, thanks for your thoughtful comment here. I’m not suggesting that one should never put the client’s name in the subject line, but if it’s not going to contribute to someone opening the message, then I don’t see how it helps. I do, however, think you make a great point about the word “urgent” and I’ve deleted that “tip” from the original post. Glad you’re reading my posts carefully and adding your viewpoint.

[Ragdoll]

In regards to the subject at hand, I just hate it when e-mails come in with "Hi" or "No subject." It makes things so much more difficult to find later on, and I can't prioritize them.

Personally, I always try to describe the basic intent of the email, like

"PER REQUEST: The web links you wanted"
"FOR REVIEW: Rain Forest Rescue conference pages"

Of course, these are for internal e-mails. I tone down the caps when I'm sending to external addresses, as that's a spam flare, too.

[Glenn (Customer Service Experience) Ross]

I agree with everything you say, except for not using "FYI." At least for co-workers. I work hard to maintain effective relationships with them and I use words such as >, > and >. Then I try to do just as you suggest to entice them to open up.

I enjoy your blog.

Regards,

Glenn

[Robin Ginn]

Thanks Jim. Here’s a rule-breaker for you from the acronym-laden land of Microsoft. When the subject line is the message, some use the acronym (eom) – “end of message” – following the subject line. Example: Cocktails resched to Friday 7 p.m. (eom).

[mahalie]

I agree with Robin. I work in an architectural office (not super techie) and the use of saves us all a tone of time. I endorse subject-only emails, when appropriate.

Of course you'd never want to send those to new clients or your Aunt Lulu who still has AOL.

[Dutch Driver]

Good comments, particularly about using /eom.

Two quibbles.

Start the email with a project acronym or code word so filters can sort it for you.

And I use standard formats like...
REQUEST: topic
QUERY: topic
RESPONSE: topic

And partial topics followed by an ellipsis seems to increase reader response.

PS: Writing the subject line first helps to focus my message so I stay on point.

[S.F.R.]

Email Subject Lines:a good one improves data retrieval

A good subject line, in my opinion, is a subject line that improves the
retrievablity of an email after it has been sent and received.

In my experience email has become the defacto repository of our written
communications our own personal database of "things we need to know." How do you find the email Nancy sent last month with that need-to-know info?
Do you use your email search feature or do you opt for the quick & dirty
alphabetical or chronological sort and search? Well, I tend to sort and eyeball it and I have stood shoulder to shoulder with many a co-worker
mumbling "I know I saved it to this folder, it came in around Joey's
birthday party,um give me a second I know it's here let me sort by..."

A good subject line works with the quick & dirty sort search and in
your email client's search feature. A good subject line uses a unique
primary keyword followed with any need-to-know info. Most email clients
have one-click sorting allowing you to sort by sender, received date or subject line.
Make your subject line count in a sort don't be one among the many
emails with "RE:" at the start of your subject line.

Good Subject Line:
Meeting: Program Committee rescheduled Monday, 03-24-07,6:00 PM

Better Subject Line:
Program Committee:03-24-07,6PM Monday (New Date)

Great Topic, now I have a few ideas about voicemail messages too.

--SFR

[Graceanne]

Things to add:

-Avoid all caps. They set off spam filters and make the subject line difficult to read.

-Avoid using exclamation marks; they also set off spam filters.

-Using questions (even rhetorical questions) tends to provoke curiosity. Example: Birthday cake, anyone?

[engtech]

I agree with all except for:

"Change the subject line if the topic of the e-mail itself has changed, though include the original subject line in brackets if you can. Example: "Here’s your mtg info [Re: We won the account!]"

Some email programs like Gmail create conversations of correspondence based on subject line. If you change the subject line you've broken my trail of the conversation. It can be very, very frustrating if someone does this often.

[Hazel]

I'm glad you moderate comments because this isn't a comment it's a request. First, congratulations. I find your writing VERY helpful, particularly when you take the trouble to differentiate between rules in American english and British English (I want British English please). Second, the request. Would you write about the positioning of the word "only" in a sentence, please?

[soloads]

Very interesting post and comments. I've added your link to my Copywriting Resources: http://www.ezinesforum.com/forum/viewtopic.php?p=156

[real estate investing education]

great information, I think people that can get informed correctly can make a lot of money for themselves and family...

[abbeville homes]

-Avoid all caps. They set off spam filters and make the subject line difficult to read.

-Avoid using exclamation marks; they also set off spam filters.

-Using questions (even rhetorical questions) tends to provoke curiosity. Example: Birthday cake, anyone?

[wow]

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[hero gold]

It is really what I want to find out, thanks.

[metin2 yang]

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