Subject lines for mobile inboxes must be shorter\u2014and better\u2014than those you\u2019ve labored over for your desktop versions. You not only have less space on that tiny screen: You have less attention span too, as people hurriedly triage their emails on their phones.<\/p>\n
These subject lines have to shine. There\u2019s no way around it. And how do they shine? They\u2019re more compelling, more relevant, more concise\u2026more honest.<\/p>\n
Honesty is always the best policy when it comes to subject lines, but more so on mobile where not only attention spans are shorter, but tolerance levels too. In addition to honesty, you want your mobile email subject lines to be short and sweet, while compelling people to open your emails. You also want your subject line to be tied to the email content\/offer, to make a promise that the body of the email delivers on.<\/p>\n
Open-bait, like Clickbait, is aimed at generating revenue at the expense of relevancy or accuracy and relying on sensationalism to attract opens.<\/p>\n
\u201cBut won\u2019t a tricky subject line get me that open so I can sell?\u201d asks a marketer somewhere. It may get the open, but not the love.<\/p>\n
There\u2019s a difference between a creative subject line written to compel someone to open your email, and open bait which is trickery\u2014and mean. Sure, you\u2019ll get some opens. But you know what else you\u2019ll get? Pissed off people, annoyed that you just wasted their time. Damage to your brand now that you\u2019ve shown you can\u2019t be trusted. And possibly a few unsubscribes or spam reports as well.<\/p>\n
Is that worth it? I think not.<\/p>\n