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Fishing For Effective Email Subject Lines

Tuesday, April 2nd, 2013

As a die-hard fisherman, and with yesterday being opening day of trout season in New York, I can’t resist this post by Jason Lorentz about the parallels between fishing and email subject lines.

In case you’re not an avid fisher, here’s a quick recap:

  • Be Clear – Don’t be elliptical or mysterious or clever to the point that your subscribers don’t know what the email is about. This isn’t a game show. Nobody wants to guess what’s behind door #2.
  • Be Concise – Lorentz’s research shows that subject lines with 46 characters or less have much higher open rates than those of 57 characters or more.
  • Be Compelling – Beyond making it clear what your email is about, your subject line has to entice your audience to read rather than delete. So be sure you know what your audience’s interests are.


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