Originally published on July 5, 2019, updated January 21, 2020
Your subject line is one of the most important aspects of any email, if not the most important. It’s the single determining factor in whether or not your email gets viewed — no matter how good the body is, no one will ever see it if the subject line falls flat. This goes double for Amazon sellers, who often find that emails are essential for eliciting feedback and reviews.
In this article, we outline the seven best techniques for writing email subject lines for Amazon seller feedback and review requests. If you want better open and click-through rates, keep reading.
Email is not just the most common way for buyers and sellers to communicate, it’s also one of the most preferred. Did you know that 90% of Americans check their email every few hours — or more — during a normal work day?
For Amazon sellers, traditional email marketing practices do not apply to messages sent through Amazon's Buyer Seller Messaging service. Amazon has strict guidelines regarding what your message to a buyer can say. You can request seller feedback or a product review, but be sure that your message is not asking for a positive rating. (Need a refresher on Amazon Terms of Service? These seller feedback and product review checklists can help.)
Even if your customers fall in love with your product right away, they still may forget to review it or provide seller feedback. After all, once the delivery arrives, your customer may already have forgotten about reviewing it. Once it’s ordered, they no longer need to revisit Amazon.
That’s why emails are so useful for Amazon sellers — a gentle request to review a product or provide feedback. A well-timed email can arrive a day or so after the package is delivered, urging the recipient to review the product at the moment they’re most excited about it. That often leads to the best, most favorable reviews.
But if you want your email to get your customer to leave feedback or review your product, first it needs to be opened. Whether your shoppers actually read your email or trash it without opening it depends on your email subject line.
If you’re looking for a shortcut to improve your open rates, include personalized information in the subject line. For example, including the name of the item purchased or Amazon order number in your feedback email subject line can help increase open rates.
Just like your other marketing endeavors, the best strategies are determined by what type of customers you have. The most effective subject lines for middle-aged women may have the reverse effect on teenage boys. So it’s best to know for whom, exactly, you’re writing them.
Aside from deciphering the type of personality and tone your customers respond to best, you also want to look at which devices and apps they use to read their emails. This comes into play when determining the character length of the subject line, which we explain below.
You don’t need to be a marketing copywriter to know that some words are more powerful than others. You can improve your email subject lines just by improving your vocabulary, specifically by knowing which words have the biggest impact.
Words like “You” and “Your” work great for personalizing the email, furthering what we said above. For Amazon buyers, words like “Amazon,” “order,” and “account” act as cues that the email is related to a recent purchase. Additionally, everyone enjoys a heartfelt “Thanks” or “Thank You."
For years, marketers have taken it for granted that email subjects use title capitalization (Every Key Word Is Capitalized), but recently some companies have found success with sentence capitalization — or no capitalization at all.
The thinking is that title capitalization is too formal, whereas sentence and no capitalization mimic the way friends email each other. These styles suggest a closer relationship, rather than overtly promotional emails.
The best capitalization for you depends on the types of customers you have. If it’s not so obvious, try experimenting with different styles and note which ones are opened the most.
Different phone screen sizes and email providers each have different ways of displaying emails, in particular, how many characters they list in the email preview. Make sure that your subject line is mobile-friendly. Portrait view on an iPhone allows 41 characters to be viewed, which is also recommended as a good email subject line length according to Campaign Monitor.
One emerging email marketing trend is the use of emojis. Using emojis in subject lines can, under the right circumstances, improve your open rate by 56%. The principle is the same as using sentence capitalization — the email looks less formal, as if sent by a friend.
Of course, the success of emoji depends on your type of customer. Typically, they’re most effective for young and casual consumers. Customer segments who are older and more professional might be turned off by them, though. Again, try experimenting and record the results.
Regularly test and optimize your subject lines. A subject line that performed well two years ago might not be quite as eye-catching these days. You may find that a different approach works better for a product that is more popular with pet owners. Continuous iteration is the best way to make sure that your subject lines stay fresh. You can use FeedbackFive to A/B test subject lines for your emails to see what is working and where you might want to try something new.
Writing the subject line is just the beginning. Composing a solid message can be a lot more difficult with its own rules and best practices. With FeedbackFive, we provide easy to follow email templates to help you craft the perfect email, every time. In addition to English, our default templates have been professionally translated in four languages (Spanish, French, German, and Italian) for international marketplaces. You can also see email analytics, A/B test your email subject lines, access custom email designers, and create SKU-specific emails — not to mention all the features outside of email.
Originally published on July 5, 2019, updated January 21, 2020
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.