First impressions matter, and if your email’s subject line is boring, no one will bother to open it.

• Make sure the subject line and the body of the email are in sync
• Use language that can be put into action
• Put Simplicity before Complexity
• Personalize
• Keep it Brief and to the Point

Make sure the subject line and the body of the email are in sync

Email subject lines should coordinate with the content of the associated landing page, just as CTAs and landing pages should. If you’ve followed our advice and written a crystal-clear subject line, your recipients will have a good idea of what to expect once they open the email. Make sure the content of the email matches the subject line, or you risk seeing a spike in unsubscribes.

Use language that can be put into action

Use language that engages the reader and prompts action on their part. Words like “take,” “download,” “complete,” and “etc.” are perfect examples. Without using active voice verbs, you can still convey the same sense of urgency; for example, you could say, “Be sure to complete all necessary paperwork before the end of the year.”

Put Simplicity before Complexity

Your law firm’s marketing emails, first and foremost, need crystal-clear subject lines. If the intended meaning is lost on the audience, wit is of little use. Incorporating humour or other “catchy” components should be done only after you’ve developed a clear and concise subject line.

Personalize

Direct Marketing Association (DMA) research found that 58 percent of all marketing revenue was generated by segmented and targeted emails, and 36 percent of marketing revenue was driven by emails sent to specific targets. When composing an email, it’s a good idea to give some thought to how you can make the subject line more unique (aside from just inserting a [Name] which people are no longer impressed by). Send the most relevant messages to the most relevant contacts by organizing your email correspondence (and the subject lines accompanying them) according to distinct areas of expertise and interest.

Keep it Brief and to the Point

Around 55 characters is the limit for most subject lines. Most people won’t bother opening your email if they can’t figure out what it’s about within the first few seconds. Attempt to be clear and concise in your writing, but never at the expense of accuracy.