Frequently Asked Questions about Email Marketing. Part 2

By any advertising, what interests us most is an effect. The effectiveness of mail marketing depends on many factors which can be described in treatises and books. But definitely one of the most important factors is the message subject which opens a dialog with receivers. Ukrainian proverb says, 'A ship will sail the way you name it.'

I often notice messages with a subject containing two or three sentences, and when I read them to the end, I am reluctant to open and read the whole letter. The upshot is that the size matters here not least of all. In the first place, you should remember that some mail services have a limited number of symbols in the subject field. As a result, the receiver gets a sentence broken in the middle of a word, what is quite inappropriate for advertising.

The purpose of the subject is to capture the reader's attention but not to give a brief summary of the letter. What you need is to get across the main point, probably it is a good idea to make the subject line funny or intriguing or to offer the receivers a discount or some special conditions. Try to put yourself in their shoes, think of what could pique your curiosity. It may simplify your task of creating an effective mail marketing campaign.

On the whole, there's nothing complicated; you just need to think a bit and to use a creative approach.