7 E-mail Subject Line Best Practices to Avoid the Spam and Trash Folders
4. Avoid words that trigger spam filters
You can't get people to click on your e-mail if it gets flagged as spam. Avoid words that trigger spam filters such as free, buy and earn — even reminder. Also, avoid sales speak and cheesy phrases. They can signal spam to recipients, even if the spam filters don't flag those messages.
5. Keep it short and simple
People are time-crunched, and they don't want to waste their time trying to decipher messages — especially online. Let them know what your e-mail is about up front. Give them a clue as to why they should open your e-mail. Use colons to keep it short and get the message across right away — for example, "African Drought: How You Can Help" or "Philadelphia's Food Pantry: In Need Now."
6. Be actionable
You can make the ask in the subject line, as long as you don't use words that trigger spam filters. Now, making the ask in the subject line may decrease open rates, however studies show that a call to action in the subject line can actually increase conversion rates.
7. Ask questions
The right question — such as "How Can One Person Feed 1,000?" — makes recipients want to know the answer, and they only way they can get it is to click through.
To learn more about e-mail best practices and other technology-based fundraising mediums, and get the remaining 23 tips, check out the full Fast15 here.