Everyone knew before the pandemic that messages should be shorter and more concise, and words could be replaced with graphics or infographics. But we weren’t changing. In 2020, with all the crises, we had to change. Now, with the recent Delta variant surge, everyone is in a “weird hybrid of anxiety,” said Sheri Singer, president of Singer Communications.
“As communicators, we all have to take into account where members are, and meet them there,” she said.
“Cut your copy by 50 percent and write compelling subject lines,” Singer said. Spend almost as much time on writing the subject line—to get it right—as you do on the body copy. Forty-seven percent of people open emails based on subject lines. If you want people to open your emails, the subject line needs to answer the question: What’s in it for me?
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