Getting Read: Titles and Subject lines on Online Copywriting
Titles and subject lines are there for a very important reason: they inform a reader whether or not they are likely to want to read further. They are the gateway to your content.
Consider the following two titles:
- Guide to online copywriting
- Ten steps to online copywriting that sells
The second title conveys more information to the reader, information that helps the reader to make a decision to read further.
Subject lines are like titles for emails, and can make the difference between an email being deleted instantly and being opened and read. Subject lines also work hand in hand with the “from” field of an email. Both these fields usually appear side by side in an inbox, and are used to determine relevance, familiarity and trust.
Use a consistent and easy to recognise sender alias – the “from” field – so that readers can recognise your emails easily. With familiarity and trust established using this field, the subject line can be used more creatively.
As with a title, use the subject line to make clear what the email is about. For example, if there is a promotion in the email, consider putting it in the subject line as well. Titles, headlines and subject lines need to be both persuasive and enticing. Consider what need your copy is meeting for your readers, and express that first.
