During an email training session at Liberal Democrat conference, Cllr Iain Roberts made the point that email subject lines need to be good, but good may mean simple and straightforward – such as ‘Local news from Iain’ – rather than very clickbaity.
The example he gave of a subject line you don’t need to use was:
This woman voted Liberal Democrat. You’ll never guess the amazing thing that happened next.
No cats? No Doctor Who? I think we can do a better clickbait job than that…
But even if you don’t go full clickbait, it’s worth remembering that headlines on stories and subject lines on emails need to give people a reason to read. In Iain’s case, his well-established record of producing interesting email means that a subject which says, ‘Iain here again’ works. For most of the rest of us, our subject lines need to work a little harder.