People say – the first impression is the last impression!
Your subject lines are the same first impression that introduces your email to your audience.
While words in a subject line matter, so does the punctuation.
Despite, being small, they can make an impact by grabbing the reader’s attention and avoiding the email from going to the spam folder. A question mark can spark curiosity, an exclamation point can create urgency and an ellipsis can showcase continuation.
However, note that doing more than necessary can do more harm than good!
Let’s check out some tips on mastering punctuation in subject lines so that it nudges your emails towards a high open rate.
Tips for punctuation in subject lines
Balance and strategy are the key elements to creating the perfect subject lines. On one hand, the right punctuation can grab attention and spark interest, whereas overdoing it can have the opposite effect. Effective subject lines are the key to hooking subscribers.
Here’s a breakdown of what to use and avoid for punctuation in subject lines:
What to use sparingly
- Period: Surprisingly, using the period is still a debated topic. Some think they’re unnecessary, while others believe they make subject lines stand out. Use them sparingly (2-4% of the time) for balanced effect.
- Question marks: These pique curiosity and prompt the reader to want an answer. But overusing the same can feel gimmicky or manipulative.
- Exclamation marks: They signal excitement or urgency, but too many can scream “spam” or come across as insincere. Use them thoughtfully and with care for important offers or updates.
- Ellipsis: This perplexing warrior hints at hidden secrets, incomplete stories and untold possibilities. Three dots (…) can leave readers hanging in suspense, but beware of leaving them dangling for too long, or they might lose interest.
- Dash: This quick, decisive punctuation focuses on action and direction. A “Limited time offer – 24 hours only!” can drive quick action. You must also use this punctuation sparingly, as overuse can make your message feel broken.
- Comma: This versatile punctuation offers a semi-pause, clarifies the stance and emphasizes specific segments of a sentence. A “Tips for writers, editors and designers” transparently identifies the target audience. Use commas skillfully to avoid ambiguity or confusion.
- Colon: This formal knight introduces an explanation, elaboration, or list. A “Subject: Important updates: Website redesign, new features, exclusive discounts” delivers a concise and organized breakdown. But don’t overdress your colon; keep it for formal communications.
What to avoid
- Multiple punctuation marks: A cluttered subject line is hard to read and unprofessional. Stick to one or two at most.
- All caps: This signals shouting and risks sending your email straight to spam.
- Excessive emojis or special characters: These can also trigger spam filters and look unprofessional. Use them only if they naturally fit your brand voice and audience. Keep emojis relevant to your brand and audience. A single well-chosen emoji can enhance your message, but remember, less is more.
- Don’t double down on emphasis: One exclamation point is enough to convey excitement, two or more start screaming spam. “Amazing Deal!!!” becomes just plain annoying.
- Symbols: Symbols like $, %, &, #, and * can trigger spam filters, especially when used excessively. “Get 50% OFF with code #SECRET2023!” might get caught before ever reaching its destination. Stick to standard punctuation and use special characters only if they naturally fit your brand voice and audience.
- Misleading or deceptive subject lines:“You won’t believe what it caused next!” might spark curiosity, but if the email content doesn’t match, you’ll lose the trust of your audience.
Remember, the goal of your subject line is to encourage not just opening up but drawing attention without resorting to spammy tactics. Build trust with your audience by using punctuation deliberately and ethically. Any mistake can kill your email click-through rates.
General tips
- Test different formats: Gauge what resonates with your audience by A/B testing different subject lines with punctuation variations.
- Match your tone: Tailor your punctuation to the email content and mood of your email. A casual update might warrant a question mark, while a formal announcement might be better served with a period.
- Clarity first: Regardless of punctuation, prioritize clarity and conciseness. The recipient should immediately understand what your email is about.
- Avoid (RE) and (FW): Using (RE) or (FW) in your subject lines can confuse readers and leave a negative impression. Instead, create a new, original subject line for each email to ensure it stands on its own. This also gives you more space to convey helpful and relevant information.
- Urgency is key: Don’t let your emails get lost in the inbox shuffle! Create a sense of urgency in your subject lines to encourage immediate action. Use phrases like “Limited Time Offer” or “Act Now” to motivate readers to open your email right away. This can significantly boost open rates and engagement.
Remember, the ultimate goal is to capture attention and encourage opens without being gimmicky or triggering spam filters. Use punctuation strategically and keep your audience in mind for the best results.
And for crafting better engagement emails you can always reach out to Icegram Express.
Conclusion
Think of your inbox as a battlefield.
Your subject line is one of your most prominent weapons, capable of capturing attention and leading your email to victory. Use punctuation strategically to spark curiosity, create urgency and avoid the spam trap. Remember, the key is balance. Use punctuation intentionally, tailor it to your audience and avoid excessive use of symbols.
Let your subject line shine and guide your emails to success!
Having said that, there is a lot more than subject lines that go into leading an email campaign to success.
Add a winning streak with Icegram Express. Check it out now!
FAQ
How can I split a long subject line using punctuation?
Using colons (:) or dashes (-) can help break up long subject lines and make them easier to read. For example, “New Collection: Shop Our Latest Styles” or “Limited Time Offer – Get 30% Off Today.”
Are emojis considered punctuation in subject lines?
Emojis can be seen as a form of visual punctuation. When used sparingly, they can grab attention and convey emotion. However, like punctuation, too many emojis can make your subject line look unprofessional or spammy. A/B test to see how your audience responds to emojis.
How can I ensure my punctuated subject lines don’t trigger spam filters?
Avoid excessive punctuation and special characters, and keep your subject lines concise. Tools like email spam checkers can help identify if your subject line is likely to trigger spam filters.