How Important Is the Subject Line in Your E-mail Newsletters?

March 24, 2013

When designing your e-mail newsletters, you probably devote most of your time to the content and layout.  But, are you giving enough thought to your subject line?

Research has shown that the subject line has a major impact on the open and click-through rates for e-mail communications. 

Follow these simple rules for writing compelling subject lines to improve your open and click-through rates.

  • Avoid using promotional phrases, CAPS or exclamation marks. You do not want to come off ‘salesy’, aggressive or non-authentic.  You want to gain the trust of your readers, so that they don’t ever think twice about opening emails from you.
  • Keep your subject line length to 50 characters or less.
  • Give a clear indication of what is inside the newsletter.  Tell the reader what is of most interest to them.
  • Avoid using these words: Free, Help, Percent off and Reminder.  They turn people off and your e-mail will end up in the deleted folder.
  • Research has also shown that questions often perform better than statements. You may try “Have you registered yet?”

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Partner Voices
MGM Resorts is committed to fostering an inclusive and diverse culture, not just among employees and guests but also within its supply chain. The company prioritizes procuring goods and services from businesses owned by minorities, women, veterans, people with disabilities, LGBTQ individuals and those facing economic disadvantages. This commitment is integral to MGM Resorts' global procurement strategy.    Through its voluntary supplier diversity program, MGM Resorts actively identifies and connects certified diverse-owned suppliers to opportunities within its supply chain. The company is on track to spend at least 15% of its biddable procurement with diverse-owned businesses by 2025, demonstrating that supplier diversity is not only a social responsibility but also a strategic business imperative.    Supplier diversity isn’t just the right thing to do – it’s good for business. A diverse supply chain allows access to a broader range of perspectives and experience, helping to drive innovation, entrepreneurship and resilience, while strengthening communities. At MGM Resorts, engaging diverse suppliers ensures best-in-class experiences for guests and clients. Supplier diversity ensures a more resilient supply chain while supporting economic development in the communities in which it operates.   The impact of MGM Resorts' supplier diversity initiatives is significant. In 2023, these efforts supported over 3,500 jobs across more than 30 states, contributed over $214 million in income for diverse-owned businesses and generated more than $62 million in tax revenue. The story extends beyond the numbers – it reflects the tangible benefits brought to small and diverse-owned businesses, fostering economic empowerment in their communities.    MGM Resorts also supports the development and business skills of diverse-owned businesses through investment, mentorship and education. Through the MGM Resorts Supplier Diversity Mentorship Program, the company identifies, mentors and develops diverse-owned businesses to fill its future pipeline, while providing businesses with tools and resources to empower and uplift. Since 2017, the program has successfully graduated 105 diverse-owned businesses and is on track to achieve its goal of 150 graduates by 2025.     MGM Resorts’ commitment to supplier diversity not only enhances its business operations but also plays a crucial role in uplifting communities and fostering economic development. This approach reinforces the idea that diversity is a powerful driver of innovation and resilience, benefiting both the company and the wider community.