Say It In a Subject Line

CL_Subject Line

How can you get your message into the first three to five words?

If the recipient read nothing else, would they get the main message in those first few words?

And how you can grab their attention right away?

These are the questions I’m asking when I’m reviewing materials my Comms team or others have drafted.

Is the main message in the subject line? Or the slide headline? Or the blog post title?

It’s in those first few critical words – or increasingly, images – that your audience will decide if they should engage further or move on to the next message.

Your subject line and preview text may be all your reader ever sees of your email, so make ’em count. Check out some great email subject lines to inspire the ones you write.

And make sure you’ve included keywords, “an informative word used in an information retrieval system to indicate the content.”

Even The New York Times, long known for its lyrical headlines, is now including keywords.

And there’s a bigger goal as well.

“What matters more than a story’s ‘searchable’ factor is how ‘shareable’ it is on social media,” the article by Margaret Sullivan goes on to say, “so headlines need to serve that purpose too.”

And what makes something interesting and shareable and interesting echoes the themes in 4 Questions to Transform Your Elevator Pitch.

So how can you say it in a subject line?

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Caroline Leach

Hi, I'm Caroline Leach. I help people and organizations tell their stories. I'm a Marketing VP at AT&T, a former Communications VP at DIRECTV and an alum of the USC Annenberg School for Communication and Journalism. This blog, How to Build Your Career through Social Media, shows you how to build your personal brand, advance your career and embrace your future. It helps you promote your employer and your network too. Opinions expressed in this blog are my own. Your comments are welcomed and encouraged. I'd love to hear from you!

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