Mastering the “Touching Base” Email Subject Line: A Guide to Effective Communication

The phrase “touching base” in email subject lines is ubiquitous, but often misused and ineffective. This article provides a comprehensive guide to crafting compelling “touching base” email subject lines that actually grab attention and elicit a response. We’ll explore specific scenarios where “touching base” is appropriate, examine alternatives, and provide actionable strategies for writing subject lines that cut through the noise and achieve your communication goals.

• When “Touching Base” Works (and When It Doesn’t)
• Alternatives to “Touching Base”: More Specific and Engaging Options
• Crafting Effective “Touching Base” Subject Lines: Best Practices and Examples
• Subject Line Testing and Optimization: A/B Testing and Beyond

When “Touching Base” Works (and When It Doesn’t)

The phrase “touching base” implies a brief, informal check-in. While it can be useful in certain contexts, its overuse has rendered it almost meaningless. Understanding when to use it, and more importantly, when not to use it, is crucial for effective communication.

Appropriate Scenarios for “Touching Base”:

• Project Updates with Minor Developments: When a project is ongoing and there are small updates to share, “touching base” can be a quick way to keep stakeholders informed. The key is to be concise in the email body.
• Following Up After a Meeting: After a meeting where action items were assigned, a “touching base” email can gently remind recipients of their responsibilities. This works best when the meeting was relatively recent.
• Reconnecting with Existing Contacts: If you haven’t spoken to a contact in a while but want to maintain the relationship, “touching base” can be a casual way to re-engage. This is most effective with contacts you have a pre-existing rapport with.

Inappropriate Scenarios for “Touching Base”:

• Cold Outreach: Using “touching base” in a cold email is a surefire way to get ignored. Recipients have no prior context and the phrase sounds generic and impersonal.
• Urgent Matters: If the email contains critical information or requires immediate action, “touching base” downplays the urgency. Use a subject line that clearly indicates the importance of the message.
• Complex Issues Requiring Detailed Discussion: “Touching base” suggests a brief conversation, which is unsuitable for complex issues. The subject line should hint at the complexity and the need for a more in-depth discussion.

Example 1: Appropriate Use (Project Update)

Subject: Touching Base: Project Phoenix - Minor Milestone Achieved

Explanation: This subject line is suitable because it references a specific project and indicates that a milestone has been achieved. The email body would then briefly outline the milestone and any next steps.

Example 2: Inappropriate Use (Cold Outreach)

Subject: Touching Base

Explanation: This subject line is vague and provides no context. It’s unlikely to be opened by someone who doesn’t know you.

Example 3: Appropriate Use (Following Up After Meeting)

Subject: Touching Base: Action Items from Last Week's Marketing Meeting

Explanation: This is appropriate because it references a specific meeting and clearly indicates the purpose of the email: to follow up on action items.

Expert Tip: Consider your audience and their communication preferences. Some individuals may find “touching base” to be a perfectly acceptable and efficient way to communicate, while others may find it annoying. Adjust your approach accordingly.

Alternatives to “Touching Base”: More Specific and Engaging Options

While “touching base” might seem like a harmless phrase, it’s often perceived as vague, generic, and lacking a clear purpose. Using more specific and engaging language can significantly improve your email open rates and response rates. Here are some alternatives to consider, categorized by the intent of your email:

For Project Updates:

• [Project Name] Update: [Key Milestone] Achieved (e.g., “Project Nightingale Update: Phase 1 Complete”)
• Quick Update on [Project Name] (e.g., “Quick Update on Marketing Campaign Results”)
• [Project Name]: Next Steps and Timeline (e.g., “Project Chimera: Next Steps and Timeline Review”)

For Following Up:

• Following Up: [Meeting Topic] – [Specific Question] (e.g., “Following Up: Website Redesign – Budget Approval Needed”)
• Re: Our Meeting on [Date] – [Action Required] (e.g., “Re: Our Meeting on July 18th – Content Due Date”)
• Checking In: [Proposal/Document] – Feedback Request (e.g., “Checking In: Sales Proposal – Feedback Request”)

For Reconnecting:

• Catching Up: [Shared Interest/Topic] (e.g., “Catching Up: The Latest Trends in AI”)
• Checking In: How’s [Specific Project/Initiative] Going? (e.g., “Checking In: How’s the New Marketing Strategy Going?”)
• Hope You’re Well: [Reason for Reconnecting] (e.g., “Hope You’re Well: Wanted to Share a New Resource”)

For Seeking Information:

• Quick Question About [Topic] (e.g., “Quick Question About the New Software Update”)
• Need Your Input on [Decision] (e.g., “Need Your Input on the Vendor Selection”)
• Requesting [Specific Information] Regarding [Project] (e.g., “Requesting Budget Breakdown Regarding Project X”)

Example 1: Instead of “Touching Base: Project Alpha”

Subject: Project Alpha Update: User Testing Results Available

Explanation: This subject line is more informative and tells the recipient exactly what the email is about.

Example 2: Instead of “Touching Base: Following Up”

Subject: Following Up: Need Your Feedback on the Website Mockups by Friday

Explanation: This subject line clearly states the purpose of the follow-up and includes a deadline, creating a sense of urgency.

Example 3: Instead of “Touching Base: Reconnecting”

Subject: Checking In: Curious About Your Experience with the New CRM

Explanation: This subject line provides a clear reason for reconnecting and shows genuine interest in the recipient’s experience.

Expert Tip: Personalize your subject lines whenever possible. Use the recipient’s name or reference a specific project they’re involved in. Personalization can significantly increase open rates.

Crafting Effective “Touching Base” Subject Lines: Best Practices and Examples

Even when “touching base” is appropriate, the subject line can still be optimized for better results. Here are some best practices for crafting effective “touching base” subject lines:

• Be Specific: Avoid vague subject lines like “Touching Base.” Include relevant details such as the project name, topic, or deadline.
• Keep it Concise: Aim for a subject line that is around 5-7 words. Mobile users will only see the first few words, so make them count.
• Use Keywords: Incorporate keywords that are relevant to the email’s content. This helps recipients quickly understand the purpose of the message.
• Add Urgency (When Appropriate): If the email requires immediate action, use words like “Urgent” or “Important” in the subject line. However, use this sparingly to avoid desensitizing recipients.
• Personalize When Possible: Use the recipient’s name or reference a specific project they’re involved in.

Example 1: Vague Subject Line

Subject: Touching Base

Improved Subject Line:

Subject: Touching Base: Project Zenith - Budget Approval Needed by EOD

Explanation: The improved subject line is specific (Project Zenith), includes a clear action (Budget Approval), and provides a deadline (EOD). This makes it much more likely to be opened and acted upon.

Example 2: General Follow-Up

Subject: Touching Base: Following Up

Improved Subject Line:

Subject: Touching Base: Q3 Sales Report - Feedback Requested

Explanation: The improved subject line identifies the specific document being followed up on (Q3 Sales Report) and clearly states the desired action (Feedback Requested).

Example 3: Reconnecting with a Contact

Subject: Touching Base: Reconnecting

Improved Subject Line:

Subject: Touching Base, [Name]:  How's the [Company Name] Integration Going?

Explanation: The improved subject line personalizes the message by including the recipient’s name and referencing a specific project or initiative that they are likely involved in. This demonstrates that you remember them and are genuinely interested in their progress.

Example 4: Internal Team Update

Subject: Touching Base

Improved Subject Line:

Subject: Touching Base:  Team Alpha - Q2 Goals Progress

Explanation: This clearly indicates the subject (Q2 goals progress) and which team it is for (Team Alpha). This provides context quickly.

Key Takeaway: The more specific and relevant your “touching base” subject line, the more likely it is to capture the recipient’s attention and elicit a response.

Subject Line Testing and Optimization: A/B Testing and Beyond

The best way to determine what works for your specific audience and communication goals is to test different subject lines. A/B testing, also known as split testing, involves sending two versions of an email with different subject lines to a subset of your audience and tracking which one performs better. Beyond A/B testing, you can also leverage analytics to continuously monitor subject line performance.

Setting Up A/B Testing:

• Choose a Variable: Decide what you want to test. This could be the wording of the subject line, the inclusion of a specific keyword, or the use of personalization.
• Create Two Versions: Create two versions of your email, each with a different subject line. The body of the email should be identical.
• Segment Your Audience: Divide your audience into two random groups. A best practice is to hold out a small control group (5%) and test to 45% of your email list, then send the “winning” subject line to the remaining 50%.
• Send the Emails: Send each version of the email to one of the groups.
• Track the Results: Monitor the open rates, click-through rates, and response rates for each version.
• Analyze the Data: Determine which subject line performed better based on your chosen metrics.
• Implement the Winner: Use the winning subject line for future emails.

Beyond A/B Testing: Analyzing Existing Data

• Track Open Rates Over Time: Monitor your overall email open rates over time. A sudden drop in open rates could indicate that your subject lines are becoming stale or ineffective.
• Analyze Subject Line Performance by Segment: Segment your audience by demographics, interests, or engagement level and analyze which subject lines resonate best with each segment.
• Review Reply Rates: While open rates are important, ultimately you want recipients to engage with your emails. Track reply rates to see which subject lines lead to the most meaningful conversations.

Example 1: A/B Testing for Project Updates

Version A:

Subject: Touching Base: Project X Update

Version B:

Subject: Project X Update: Key Milestone Achieved

Expected Result: Version B is likely to perform better because it provides more specific information about the project’s progress. By including “Key Milestone Achieved”, it provides context and encourages recipients to open the email.

Example 2: A/B Testing for Follow-Up Emails

Version A:

Subject: Touching Base: Following Up

Version B:

Subject: Following Up: [Document Name] - Your Feedback Needed

Expected Result: Version B is anticipated to have a higher open rate. By naming the specific document needing review, you personalize the communication. By stating “Your Feedback Needed,” there is a clear call to action.

Example 3: Analyzing existing subject line data

Subject Line	Open Rate	Click-Through Rate
Touching Base: Project Alpha	15%	2%
Project Alpha Update: Phase 1 Complete	35%	10%
Quick Update on Project Alpha	25%	5%

Explanation: This data shows the “Project Alpha Update: Phase 1 Complete” significantly outperformed the “Touching Base” version. “Quick Update on Project Alpha” also performed better. This suggests more specific subject lines are more effective for this audience.

External Link: For more detailed information on A/B testing, refer to VWO’s guide to A/B testing.