When is punctuation correct on email subject lines? Judging by the newest series of emails it’s alright to show excitement with an exclamation mark. Have you noticed, though, that subject lines rarely end in a period? See if you can find the ones that do…
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Hannah · June 29, 2007 at 8:27 am
Gateway is the lone subject line ending in a period, though there are plenty that end with exclamation points. Buy.com seems to be the only one ending subject lines with an ellipses, though a true ellipses would be 3 dots instead of 2. Oh wait! They no longer have a copywriter…
avalonrik · June 29, 2007 at 9:24 am
The beauty of the ad biz is that there is only one rule: There are no rules! However, before webinars morphed into glorified sales pitches , I recall one very interesting DR webinar that suggested the “Top 6 Email Subject Line Tips” (which I’ve included below.) As you’ll see, Ubid.com defies one of the six “rules,” not only using exclamation points with reckless abandon, but also introduces the… (drum roll, please)….”DOUBLE exclamation point!!” (applause, applause). I guess when your company is promoting “Brand name desktops starting at $1″ — you’ll try just about anything.
The Top 6 Email Subject Line Tips:
1. KISS – Keep your message simple – 10 words or less; 5 words or less even better
2. Tune into radio station WIIFM – What’s In It For Me – and list Benefits, not Features
3. Avoid using the word “You” – it will get spammed
4. Don’t use exclamation points!
5. Do use question marks when appropriate
6. Avoid slick sales words like “limited time,” “free,” “opportunity,” and “only”
Nathan Scruggs · June 29, 2007 at 9:29 am
citi card also uses a period, and is probably the most cohesive sounding sentence. i notice that a lot of the others try to give the impression that there is ‘more’, like that the subject line continues into the email, probably hoping that it will pique your curiosity. since email boxes typically are full of just this, i find citi card’s message refreshing. i like the period.