There’s an interesting article about how non-profit organizations can optimize their e-mail subject lines to make sure their e-mails get read.  The practical reality is that unless you’ve got a subject line that catches the readers attention, it is very possible your e-mail will be dismissed as spam.

The premise of the article is that non-profits should approach their e-mails as sales items and that to be successful, you need to sell the potential reader on the contents of the e-mail with your subject line.

Here’s some hints from the article:

Email subject lines should be short. Arnold says that readers are so time crunched that your subject line has to grab them with the first couple of words. For instance, Arnold transforms “10 places to play golf,” to “Golf: 10 best places to play.” The subject, golf, is the first word.

Email subject lines should spell out an immediate benefit   Encourage the reader to open that email right then by including a time element. For instance, the subject line about golf could become, “Golf: this weekend’s 10 best places to play.”

Email subject lines should provide a specific value proposition. What benefit will the reader get by opening your email? Arnold suggests that “Tee shots 20 yards longer – guaranteed” works better than “New titanium drivers on sale.” Emphasize the benefit of your offer over the offer itself.

What can be taken from this is that you need to remember that the root of solictiation, even for a non-profit organization, is selling the “product.”   You need to sell your potential reader on the value of reading your e-mail.  No matter how informative or evocative your e-mail content is, if it doesn’t get read, it won’t be effective.