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The simplest approach, and an effective one, is to put name of your newsletter in subject line. That works well if readers find content consistently helpful or interesting. But donít depend on just name - here are some ideas for other hooks that may increase readership.
Make it descriptive, since many email users quickly scan subject lines and quickly hit Delete button if it doesnít immediately grab their attention. If that descriptive text hints at a solution to a problem shared by your readers, then youíve got a winner.
Hereís another subject line tip that may help you increase readership. Several email gurus recommend putting date of issue in subject line, and Iíve tried that myself. In limited testing Iíve done, it seemed to increase number of clicks on embedded ads.
This is how a recent subject line for Abbottís Communication Letter looked to my subscribers:
ďApril 27-05 Communication Letter - Communication & Company SizeĒ
Explanations: April 27th is, of course, date. Communication Letter is an abbreviation of name of my newsletter; and Communication & Company Size is title of article that week.
Altogether, whole subject line seems a bit long, but it does cover several bases, so itís what Iíll use until Iíve had time to do extensive testing.
In summary: Donít look at header of your email message as something to be finished and forgotten quickly. It can make or break your newsletter.
Robert F. Abbott, the author of A Managerís Guide to Newsletters: Communicating for Results, writes and publishes Abbottís Communication Letter. Read more articles about Internet communication, as well as email and printed newsletters at: http://www.communication-newsletter.com/ic.html