In the world of email marketing, there’s one thing that stands between your carefully crafted message and your reader: the subject line. It’s that seemingly small detail that can make or break whether your email gets opened or sent straight to the dreaded digital wasteland – otherwise known as the spam or delete folder.
Writing an email subject line might seem trivial at first, but in reality, it’s an art form that can significantly impact the success of your campaigns. So, how do you write a subject line that gets your email opened? Let’s explore 10 tips for crafting compelling subject lines that will help boost those open rates.
1. Keep It Short and Sweet
Imagine scrolling through your inbox. A subject line that takes up two or three lines is overwhelming, isn’t it? Most people quickly scan their emails, so you want your subject line to be concise and easy to digest. Ideally, aim for 50 characters or fewer – this ensures that your message won’t get cut off, especially on mobile devices.
The trick is to balance brevity with clarity. You still need to convey enough information to entice the reader. Focus on the core message, and trim the fat!
For example:
- “New Spring Collection Just Arrived!”
- “50% Off – Only 24 Hours Left!”
2. Use Action-Oriented Language
A great subject line doesn’t just inform the reader – it motivates them to take action. You want your recipients to feel compelled to click. Action-oriented verbs like “discover,” “unlock,” “shop,” or “learn” can inspire that sense of urgency.
This strategy works particularly well when paired with a benefit or solution that the reader values.
Examples include:
- “Unlock Your Free Gift Inside”
- “Discover How to Double Your Productivity”
These phrases create a sense of excitement and curiosity, drawing the reader in.
3. Personalisation Works Wonders
Everyone likes to feel special, and personalised subject lines can work wonders. Adding a person’s name or referring to their specific interests helps establish a connection right from the start. According to various studies, personalised subject lines are more likely to be opened because they appear more relevant and tailored to the individual.
If you have data on your subscribers, such as their past purchases or browsing history, use it to your advantage. A subject line like “Sarah, Your Favourite Book is Back in Stock!” feels more targeted and engaging than a generic one.
4. Create a Sense of Urgency or Scarcity
Fear of missing out (FOMO) is a powerful psychological trigger. When you introduce urgency or scarcity in your subject lines, you nudge readers to act fast before the opportunity slips away. Phrases like “limited time,” “only a few left,” or “sale ends tonight” signal to the reader that they need to act quickly.
For instance:
- “Hurry! Only 5 Seats Left for the Webinar”
- “Last Chance: 30% Off Ends at Midnight”
These subject lines give a gentle push to click right away, rather than postponing it and forgetting.
5. Ask a Question
Questions are inherently engaging because they spark curiosity and demand a mental response. They can be particularly effective when the question taps into the recipient’s needs, desires, or pain points. A well-placed question invites the reader to open the email for answers or solutions.
For example:
- “Struggling to Stay Organised?”
- “Ready to Transform Your Fitness Routine?”
These types of subject lines appeal to the reader’s curiosity and encourage them to explore further.
6. Use Numbers or Lists
Numbers and lists are universally appealing because they set clear expectations. People know exactly what they’re going to get when they open the email, which makes it more tempting. If you’ve ever clicked on an article titled something like “10 Easy Recipes for Busy Weeknights,” you already understand the power of this strategy.
Consider these examples:
- “7 Ways to Improve Your Sleep Tonight”
- “5 Must-Have Tools for Every Home Office”
The structure of a list makes the email feel approachable and skimmable, which is always a bonus when someone is deciding whether to click.
7. Use Humour (When Appropriate)
A little bit of humour can go a long way in standing out in a crowded inbox. A witty or playful subject line can catch the reader’s attention and make them smile, increasing the chances that they’ll open your email.
Of course, humour can be tricky, and you need to ensure it aligns with your brand and audience. What’s funny to one group might fall flat with another, so use this tactic sparingly and appropriately.
Examples include:
- “Oops, We Made a Mistake (But Here’s 20% Off!)”
- “Don’t Open This Email… Just Kidding!”
These subject lines use a light-hearted tone that invites a second glance.
8. Test Different Emojis
Emojis can add a splash of colour and personality to your subject lines, helping them stand out in a sea of plain text. However, just like humour, emojis should be used thoughtfully. Not every email or audience will respond well to them, so it’s a good idea to test which ones work best for you.
If your brand has a more playful or casual vibe, emojis can help you express that in the subject line. For example:
- “💥Flash Sale! 50% Off Ends Tonight”
- “🌟 New Arrivals You’ll Love”
Just be mindful of overuse – one or two emojis is plenty. Also, remember that some email clients may not display them properly, so make sure your message still works without the emoji.
9. A/B Testing is Your Friend
Even if you’ve crafted what you think is the perfect subject line, it’s essential to test your theories. A/B testing allows you to compare different versions of your subject lines to see which one performs better. You might find that a subtle change – like adding a number or switching to more casual language – can significantly impact your open rates.
For instance, you could test:
- Version A: “50% Off All T-Shirts – Limited Time Offer”
- Version B: “Don’t Miss Out! 50% Off All T-Shirts”
By analysing the results, you’ll gain valuable insights into what resonates with your audience, allowing you to refine your future subject lines.
10. Avoid Spam Triggers
Even the best subject line in the world won’t do you any good if it lands in the spam folder. Certain words and phrases can trigger spam filters, so it’s crucial to avoid them. Words like “free,” “guaranteed,” or “100%” are often red flags for spam detection systems.
While these terms aren’t completely off-limits, they should be used carefully and sparingly. Also, try to avoid excessive capitalisation, multiple exclamation marks, or misleading promises. A subject line that feels too salesy can turn people off and get flagged as spam.
Instead of:
- “FREE MONEY!!! 100% GUARANTEED”
Try something more subtle like:
- “A Special Offer Just for You”
Final Thoughts
Writing compelling email subject lines is both a science and an art. It requires you to understand your audience, capture their attention quickly, and convey your message clearly – all within a handful of words. By following these 10 tips, you’ll be well on your way to creating subject lines that not only grab attention but also boost your open rates.
Remember, the key is to keep experimenting, testing, and refining your approach. What works for one campaign might not work for another, so stay flexible and always keep your audience in mind. After all, a great subject line is just the beginning of a successful email campaign.
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