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You know that most people don’t like to receive promotional offers in their email inbox. For this reason many people have created a separate email account to handle the promotions that they receive every day. The open rate is the marketing term that refers to the amount of people that have actually opened and read a promotional email. If you find that your open rate is suffering, then you should examine your email marketing campaign to determine where you could possibly make an improvement—starting with your email message’s subject line.

One problem facing email marketers is that some people are reluctant to open an email with an address they don’t recognize. This is why the subject line is so important. The subject line is the first thing that your recipients are going to see and it should convey a message that will encourage your readers to read the rest of the email. With an enticing enough subject in your emails, you stand a better chance of getting through the first hurdle of having an unknown email address.

However, there are some things that you should keep in mind when composing that all-important subject line.

Some Internet marketers will tell you that the most important thing to keep in mind when writing your subject line is that it has to jump out at the reader and attract their attention. This is good advice but it shouldn’t end there. Your subject should say what the reader can expect by opening your email. And, if you want to gain the trust of your readers, your email body should deliver on the subject’s promise.

One thing you should avoid doing is to use the subject line to trick your reader into opening your email. You can be as creative as you want to gain the reader’s attention, but don’t lie and use trickery. Many spammers like to use a “Re:” tag in their subject line to trick the reader into thinking that the email is a reply to one of their messages. These underhanded tactics will only lose you some of, possibly all, your subscribers. If you are promoting a good and compelling product or service, then you should not need to devolve into using the same techniques that the spammers do.

Another thing to keep in mind is that you have a lot of other email marketers competing for the reader’s attention. Try to make your subject line creative and unique. Avoid using the popular phrases and headlines that other marketers like to use. You have to make yourself stand out form the rest if you want a leg up on your competition.

Some of the things that will encourage someone to open up their emails is to use a message that appeals to the needs and desires that everyone has. The message must be about the reader. Treat your subject line as the beginning of a conversation with your reader and the emails message as a continuation of that conversation.