Try not to roll your eyes when I say this, but when it comes to online business: the inbox is where the magic happens.
If you’re new around here, I’m kind of obsessed with email marketing. (And if you’re not, well, you already know.)
And while I’ll forever shout the benefits of email marketing from the virtual rooftops, the truth is, if your potential new client or customer doesn’t love the first thing they see – your email subject line – it’s unlikely they’ll ever see the rest of your brilliant missive. Yup. Even the juiciest, most valuable email can easily be left on “Unread” without the right subject line.
All that said, crafting compelling email subject lines is crucial for ensuring your emails get the attention they deserve in a crowded (and forever growing more crowded) inbox.
Know your subject lines could use some work, but don’t know where to start? Here are my top tips for click worthy subject lines:
Keep It Short and Sweet
Here’s the deal: Most email clients (i.e., Gmail) truncate subject lines beyond 50 characters, especially on smartphones (which means that if you write a longer subject line, it’ll get cut off). The solution? Keep your subject line uber-concise. Test it before you send on both desktop and mobile to ensure your entire subject line is visible at-a-glance.
Focus on Value
One rock-solid way to entice readers to click (or tap) into your email? Focus on what’s it in for them. Why should they open your email? What are you going to teach them, or what value are you providing? For example, a subject line like, “How to write irresistible subject lines” focuses on exactly what they’ll learn inside.
Pique Curiosity
Curiosity gets the clicks. Pique your readers’ interest with something intriguing that prompts them to open the email to learn more. For example, “You won’t believe what we’re introducing this month!”
Words that imply they’re learning something special or outside-the-norm – like “secrets” or “revealed” or “insider look” – can also excite and entice readers. (We all love a good secret or not-often-talked-about strategy, amiright?)
Another curiosity-piquing tactic, which works especially well for story-based emails? Weave together a subject line that includes three seemingly unrelated topics you talk about within your email (i.e., “diaper rash, trash bags and your favorite blogger”). If people are interested in at least one of those topics, they’ll likely pop open the email just to figure out how in the world any of those things are related.
Ask Questions
Humans naturally want to know the answers to questions – we’re inquisitive like that. But we really want to know the answer to questions that directly apply to us or something we’re interested in.
So, how can you make that work to your advantage in your subject line? Well, if your ideal clients are biz owners who want to cut back on social media and land more leads through their website (but they’re having trouble or don’t know where to start) a subject line like, “Are you making these SEO mistakes?” would undoubtedly make their ears perk up. Why? Because it instantly targets their most pressing problem or concern.
Subject lines with questions also suggest to the reader that the email contains important information or advice – which makes readers that much more likely to click. They want to find out what the heck you know that they don’t! 🙂
Personalize When Possible
Dynamic content (content that shows up differently to every reader depending on the information they’ve provided you on a sign-up form) is super hot right now. Research shows that including the recipient’s name or other personal details (like their company name or a recent purchase) in the subject line can significantly increase open rates.
And it makes sense: Personalization like this makes the email feel more tailored and less like a mass broadcast for just “anybody.” We’re also very attracted and intrigued by our own names as humans, so there’s a bit of psychology at play, too.
Use Numbers and Lists
Numbers naturally capture attention. Whether it’s in the form of statistics (“90% of new biz owners don’t know this”), listicles (“5 steps to 2x your clients in 3 months”) or results-based subject lines (“Increase your revenue by 30%” or “How Connie got 1000 new email subscribers in 10 days”), numbers add validity and intrigue to any subject line.
Numbers also set clear expectations for what’s inside your email. For instance, “5 Secrets to Improve Your SEO” is direct and promises specific, quantifiable advice. They know that when they open this open, they’re going to learn something super valuable.
Create (Genuine) Urgency
Ever see a subject line like, “24 flash sale!” and suddenly find yourself diving into an email you probably would’ve ignored otherwise? That’s the power of urgency at work, gorgeous.
Time-sensitive language like “24-hour giveaway” or “Last chance to register” can drive opens in a major way. Just make sure the urgency is real and authentic.
Avoid Spam Words
One thing you definitely don’t wanna do when it comes to subject lines? Trigger your subscriber’s spam filters with overused sales language like, “Buy now” or “Free offer.”
When possible, skip the spam words for any of the other approaches we’ve talked about. Not only will it help you stay out of spam, but less sales-aggressive subject lines won’t put off readers who prefer a more subtle, gentle sales approach.
Use Action-Oriented Verbs
Want to instantly make a subject line livelier and enticing? Use an action-oriented verb right at the start. Phrases like “Grab your seat” or “Join us today” can stir up major excitement (and a bit of urgency, too!).
Leverage Preheader Text
You know the text you see in the preview bar before you actually open an email? This is called preheader text, and it’s a wildly underutilized tool for increasing open rates. Generally, the preheader text will default to the first line of your email, if you don’t customize it. Sometimes that works fine, but more often than not, changing it up is a better route.
The preheader text works in tandem with the subject line and offers an additional opportunity to expand on the subject line to let the reader know what goodness awaits them inside. It’s best used to complement your subject line, not just repeat it.
A/B Test for Success
Last but definitely not least, A/B testing subject lines is a must. If you’re not familiar, A/B tests allow you to test two different subject lines and see which one gets the higher open rate. An A/B test usually only goes out to a portion of your list, then the remaining peeps will receive the subject line that received the most opens. This is great for individual emails, and also for future reference about what your audience responds to.
Try a few of these tips on for size & you’ll be able to craft email subject lines that not only stand out in crowded inboxes, but also skyrocket your open rates. Remember, your subject line is like your email’s handshake—it’s the first impression your reader will have about what’s inside your actual email, so make it count.
