Tuesday, December 6, 2011

Especially in Headlines and Subject Lines, Characters Matter

Consider the work involved in sending an e-mail newsletter to hundreds of thousands of newsletter subscribers. Or even to a few hundred subscribers or a handful of prospects.

Besides maintaining your list, compiling the basic information, editing html tags, crafting a captivating headline, honing the copy and proofreading every word - please, tell me you proofread - do you really have to count characters? Well, no. But you DO have to consider where the line breaks might occur, especially in headlines and subject lines.

Want an example? Here's the subject line from a message that just landed in my in-box:
                  Help protect yourself and your assets

It's clear and relatively concise. So far so good. Unfortunately my mail program cut off the last three letters in the headline. 

Guess which word (that the author never intended) I'll remember from the newsletter?
  __ ___ ___ ___ __ __ ____ _ __  __ 
Do you need a proofreader?
Would you like some help crafting your employee newsletter, or anything you send to clients or prospects? 

((Contact me soon - special prices in effect for newsletters ordered through Q1 2012))

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