If you look around on the internet, you will find dozens (or maybe even hundreds) of different opinions about what makes an irresistible email subject line. However, the best practices that have stood the test of time focus on understanding your audience and what will engage them.
In this article, we will share 4 proven tactics to help you write great email subject lines that will get your emails opened.
1. Make it personal
It may seem obvious, but the first step to a great email subject line is knowing your audience. It will help you to determine what kind of content and subject lines will appeal most to them, so that they’ll be more likely to open your emails and take action on the information you provide.
A great way to do this is by using personalization in your email subject lines. It will make your recipients feel valued and recognized, which is a huge incentive to keep opening your emails and taking action on your content. You can do this by including a customer’s name in your subject lines, or you can use data from your customers to customize the content you send them.
You can also use a subject line that asks a question or makes an intriguing statement to pique the reader’s curiosity. This will encourage them to open your email to find out more, and it can also create a sense of urgency (if the offer or content is time-sensitive).
Subject lines that include numbers tend to be very effective for some industries and audiences. This is because our brains are naturally drawn to numbers, and they can convey a sense of urgency, which can be very compelling to your subscribers — such as that used for emails nest discounts.
A simple but effective way to make your subject lines more appealing is by using a call-to-action (CTA). This will encourage your subscribers to engage with your email, whether that be to click through to the next part of your campaign or to download the content you’re promoting. This can increase your conversions, but be sure to only use this tactic if it’s relevant to your industry and your target audience.
2. Make it relevant
Email subject lines are the first thing recipients see, and they can make or break whether they open your message. If your subject line doesn’t give a clear idea of what the email contains, it could cause them to immediately delete it without opening it.
To avoid this, it’s essential to stay relevant to your audience’s interests and needs. In order to do this, you need to understand what makes your business stand out and what kind of information your audience wants from you. This way, you can deliver the right content to the right people at the right time.
A great way to do this is by focusing on a specific benefit or pain point. Providing useful information in your subject lines will help your audience understand why they should care about what you have to say. This will make your emails more engaging and increase the likelihood of them being opened.
Another way to make your email subject lines more relevant is by creating a sense of urgency. This is a common tactic that works well because it triggers our natural fear of missing out (FOMO). However, it’s important to use this technique cautiously as it can be seen as pushy or annoying, which may lead to negative brand perception and lower click-through rates.
Finally, a great way to keep your email subject lines relevant is by using a question in the subject line. This will encourage your readers to open the email and find out what the answer is. It’s also a good idea to avoid using false scarcity in your subject line, such as “limited time offer” or “only 10 tickets left!” This will only frustrate your audience and lead them to distrust your brand.
3. Make it compelling
Email subject lines can make or break your email marketing campaign. Getting them right can help you reach your email goals of engaging with customers and driving conversions. But writing great subject lines takes more than just a bit of inspiration. It requires some research and understanding the psychology behind what makes an email subject line compelling.
A compelling subject line answers the question: “Why should I open this email?” Put yourself in your subscribers’ shoes and think about what would make you click on an email. You want to promise something that will be valuable to them, but you also need to create a sense of urgency. This can be done by incorporating words that evoke emotions or create a sense of urgency, such as “limited time,” “now,” or “important.”
Another way to make your subject line more compelling is to include a teaser about what’s inside the email. This will pique your subscriber’s interest and encourage them to open. But be careful not to overdo this tactic. Too much hype can be overwhelming and lead to a higher bounce rate.
For example, EF Tours uses a quirky emoji and a sense of urgency to create an email subject line that stands out. They also use their name in the subject line to add a personal touch that is sure to get the attention of their audience.
Lastly, consider using location-specific language in your email subject lines to further engage your audience. This will be especially effective if you’ve collected data on your audience, such as their hometown or favorite sports team. For example, a travel company can use this data to send emails with destination recommendations based on your reader’s interests.
4. Make it funny
A bit of humor is an effective way to pique interest and encourage recipients to open your email. Curiosity can be aroused in many ways, including asking a question, posing a problem, or using a subject line that teases what’s inside. However, be careful to avoid making your subject lines overly obscure or confusing.
Humor is especially effective when it’s relevant to your audience. For example, a joke about a popular song or emoji is likely to resonate with music fans, but won’t have the same impact on recipients interested in personal injury law. Ensure that your humor doesn’t obscure the primary message or call to action in your email.
The best funny email subject lines tap into a reader’s vanity in a lighthearted way to encourage them to click. This can be done by promising to make them look better in the eyes of their peers or invoking a sense of shame or embarrassment.
For instance, this subject line from a clothing brand plays on the familiar dad joke setup, urging recipients to “Orange you glad you did.” It’s a simple way to highlight a sale and encourage subscribers to take advantage of it.
Alternatively, this subject line from a bakery takes a leafy green approach to announce sales, using a playful pun on the phrase “donut worry be happy.” This clever subject line is ideal for promoting offers and special menu items.
5. Make it memorable
The average person receives anywhere from 20 to 60 emails a day. And if they’re not immediately compelling, they’re likely to be forgotten.
A great subject line should pique a reader’s interest and curiosity about what’s inside the email. This is particularly important if the content of the email is time-sensitive or requires immediate action. Subject lines that instill a sense of urgency can boost click-through rates. However, avoid using words that imply scarcity or exclusivity – these subject lines tend to have the opposite effect and will actually turn readers off.
Adding personalization elements to your subject line is also a great way to increase relevance and build rapport with your audience. For example, including the recipient’s first name in the subject line makes it feel like you’re speaking directly to them and demonstrates that you know what they want. Similarly, using location-specific language in the subject line can make it feel more personalized and create a feeling of connection (e.g., a list of their city’s best outdoor bars or restaurants).
Finally, emojis can be a fun and effective way to add some personality and creativity to your subject lines. But be careful not to overuse them – they can look unprofessional and can also display inconsistently across different devices, platforms, and email clients.
A great email subject line entices a reader to open the message and take action. Keep these tips in mind to write subject lines that will help you stand out in the inbox and increase your chances of getting those all-important opens and clicks!