Subject Line Best Practice

Our client has concerns about their sponsored email getting caught in spam folders since two of the words in their suggested subject line are all in caps. Their internal email team has advised against using a subject line where every word is capitalized, but would love feedback on whether two words might be okay.

Mathew Mathew, 3 years ago

That's a great question, and certainly the classic spam filter advice was to not have uppercase words.

In our experience, and based on what we're hearing these days, that advice is no longer super accurate. ISPs and email services are focused much less on specific characteristics like that and much more on engagement levels.

So, are people opening the email, do they click links, do they unsubscribe? Have a read of our recent interview with Gmail for more on that. http://www.campaignmonitor.com/blog/post/4196/gmail-focus-on-engagement

You can also just test it out by sending an A/B test with two different subject lines and see if you get any significant differences. See http://help.campaignmonitor.com/topic.aspx?t=139 for all the details there.

And let us know how it goes!


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mejiaufv, 3 years ago

That's an interesting read Mathew. On the other hand, you could just test it. If you'Re sending out emails on a regular basis and one email has significantly lower open rates than usual, it probably got filtered.
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megastar21 megastar21, 2 years ago

First of all don't write any commercial subject and avoid words like buy now or special offer this looks like advertisement and keeps you links amount low the more links you add on your emails outgoing to various site might trigger spam.

joziejane, 2 years ago
Mathew :

That's a great question, and certainly the classic spam filter advice was to not have uppercase words.

In our experience, and based on what we're hearing these days, that advice is no longer super accurate. ISPs and email services are focused much less on specific characteristics like that and much more on engagement levels.

So, are people opening the email, do they click links, do they unsubscribe? Have a read of our recent interview with Gmail for more on that. http://www.campaignmonitor.com/blog/post/4196/gmail-focus-on-engagement

You can also just test it out by sending an A/B test with two different subject lines and see if you get any significant differences. See http://help.campaignmonitor.com/topic.aspx?t=139 for all the details there.

And let us know how it goes!

Thank you for this interview with Gmail! I have had entire IPs marked as spam before, so it's nice to see what Google's actual terms are. It can be a real headache.
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iil888, 2 years ago

I have been doing email marketing for years and I agree with Mathew that the way to get the best results is A/B testing. It is always very difficult to previously know what will work better, in my point of view, "experiments" is the solution. Just my 2 cents.

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iil888

Kris2 Kris2, 2 years ago

I've just read an interesting article on Smart Insights about a solution called Touchstone Subject Line Gold. It doesn't do the email marketing (so hopefully the CM team won't mind me sharing it?) but i'm going to start using it.

Article: http://www.smartinsights.com/email-marketing/email-creative-and-copywriting/can-new-subject-line-tool-eliminate-ab-testing/

Service: http://www.subjectlinegold.com/#how-it-works


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