Build consumer confidence and ensure deliverability of email by creating subject lines that are clear, concise, and reflective of the content.

When sending emails to consumers, be sure to draft clear subject lines that truly reflect the content of the message. As spam continues to flood inboxes, outpacing the rapid advancement of spam-filtering technology, consumers are increasingly leery of opening emails if they have any doubt as to the authenticity of the sender.

As if annoying messages promoting prescription drugs and counterfeit college degrees aren’t problematic enough, consumers must also be on the lookout for viruses being sent through email. With so much at stake, consumers are making decisions on whether or not to open an email message simply by reading its subject line.

Here are a few steps you can take to create effective subject lines:

• Identify your company name or Web site. This information can be included in either the “From” line or the subject line.
• Keep the subject line concise and clear.
• Avoid generic phrases such as “your order status” or “Web site update.” Consumers are accustomed to seeing phrases like these used to lure them into opening spam emails.
• Keep punctuation to a minimum in the subject line. Again, consumers are beginning to recognize that spammers often substitute letters and numbers with punctuation marks in order to avoid spam filters.

Michael Victor is a compliance analyst with TRUSTe.

Read past tips at www.truste.org/sealholders/tech_tips.php.

 

Ponemon Institute