Episode #54: Write Better Subject Lines with Surena Chande
“While there isn’t a one-size-fits-all approach, given the diversity of campaigns, multiple factors go into making your subject line interesting and enticing to journalists. Some aspects will make them more likely to succeed.”
-Surena Chande, on writing better subject lines
Today's episode is all about the art of subject line writing! Our guest has seen great, good, and downright awful subject lines. In fact, she's deleted emails based off the subject-- every PR's worst nightmare! But do not fret, she's not only written about her experience but shared her tips on the BuzzStream blog. Does personalization matter? Is it worth highlighting a statistic from a study? All these questions are answered and more.
In this episode, you'll learn all about improving your subject lines:
Principles to help them stand out
Steps to structuring them successfully
Tips for sprucing up stats and storylines
Our guest is:
Surena Chande, freelance copywriter and former SEO editor at the Mirror & Daily Star. She was the recipient of Hannah Smith's shoutout in episode 39. Give it a listen if you haven't yet!
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Show Notes:
:00– Britt introduces our guest.
2:40– Britt gives a caveat that there is no one size fits all approach. That said, she asks Surena to talk about the 3 principles of great subject lines, starting with relevancy.
6:14– Britt asks Surena to discuss the second principle– personalization.
11:08– Britt asks Surena to discuss the third principle– clarity.
17:39– Britt asks for the 3 steps to structuring a subject line. This turns into a discussion about story angles.
21:50– Britt asks if she notices too many storylines within individual campaigns.
25:36– Britt asks for tips for sprucing up statistics.
31:00– Jackie mentions information hierarchy in a pitch email. Surena adds to this topic.
32:30– Britt asks Surena how her stories were determined when she was an SEO editor.
35:36– Britt asks Surena if there’s anything we overlooked in relation to subject lines.
36:15– Britt asks Surena to give a shoutout. She gives a shoutout to Areej AbuAli, creator of Women in Tech SEO.
Things we talked about…
Connect with Surena Chande
Connect with Jackie & Britt
