We all know the feeling: a flooded inbox, dozens of unread messages, and the daunting task of sorting through it all. In this digital age, grabbing someone’s attention within seconds is a challenge, especially when it comes to email.
The first impression is everything, and that’s where your email subject line comes in. Learning how to craft compelling ones is simply a game-changer.
Let’s get to it!
Why is a Good Email Subject Line Important?
A well-crafted subject line is the key to getting your email opened, read, and engaged with. It’s the deciding factor in whether your message gets lost in the noise or makes a real impact.
Ultimately, it’s about improving email engagement across the board. Here’s how it works:
Captivating Attention
Remember the last time you had to scroll through a hundred too many email blast subject lines. The conclusion? Yours needs to stand out! A captivating subject line piques the reader’s curiosity and compels them to click. This is the heart of creating clickable subject lines.
Transparent Expectations Setting
Your subject line should communicate what the email is about. Setting transparent expectations is one of email marketing subject line best practices – it builds trust with your email subscribers and increases the likelihood of them opening your email.
Encouraging Engagement
You need to be crafting engaging subject headers that don’t just get opened; they prompt action. Whether clicking a link, reading an article, or making a purchase, your subject line should encourage your recipient to engage with your content. That’s the magic of effective email subject lines.
Email Subject Line Best Practices
Follow these email campaign subject line best practices to write effective subject lines that get results:
Keep it Short and Sweet
With subject line length recommendations varying, it’s best to aim for brevity. Most experts suggest a subject line length of around 4-7 words or 30 to 50 characters.
This ensures your catchy subject line is fully visible on both desktop and mobile devices, adhering to mobile-friendly email titles. Remember, the best practice subject line length is what displays well for your audience!
These subject lines prove that short doesn’t equal boring:
- 🔓 Password: You’re Invited!
- Just for you: [Product they love] is back in stock!
- Subject: …Oops, did I forget something? 😉
- Quick question about [Their interest/recent purchase]
- [Brand name] Sneak Peek: You see this before everyone else…
Use Action-Oriented Language
Passive subject lines can get lost in the shuffle. Instead, use verbs that encourage your readers to take action! It’s the difference between simply stating information and urging engagement. For example, instead of “New Healthy Diet,” try something like “Lose weight and stay healthy!”.
So, what does an actionable subject line look like?
Here are 5 more examples using an action-oriented approach:
- Don’t just browse – discover your dream outfit!
- Level up your skills with this free webinar
- Unlock exclusive savings – open now!
- Start your free trial and transform your routine
- Grab your spot before it’s gone
Personalize Wherever Possible
Subject line personalization goes a long way. Incorporate your recipient’s name or reference their past purchases to make them feel seen and valued. This is the secret to turning an okay subject line into a great subject line.
These are just a few examples of how you can personalize your subject lines:
- Hey [Name], your [Brand Name] faves are waiting!
- [Name], your exclusive discount code inside!
- Just for you, [Name]: Free shipping on your next order
- [Name], We picked out some new arrivals you might love
- Welcome back, [Name]! We’ve missed you!
Create Urgency or FOMO
Tap into the fear of missing out (FOMO) using time-sensitive language that creates a sense of urgency. Phrases like “limited time offer,” “ending soon,” or “don’t miss out” can encourage subscribers to open your email immediately rather than risk missing out on something valuable.
Take a look at these examples to understand why the sense of urgency can be so powerful:
- Don’t miss out! Last chance to save 60% off
- Only 5 spots left! Join us for the webinar
- Selling out fast! Get your [Product] before it’s gone
- Exclusive access: You’re invited!
- Everyone’s talking about it… Have you seen this yet?
Focus on Benefits
Your subscribers are busy and receive countless emails every day. They need a compelling reason to open yours. Instead of focusing on generic features or announcements, highlight the direct benefits readers will gain by opening your email.
For example, instead of a subject line like “Product update,” try something like “5 ways our new features will make your life easier”.
Here are a few more examples of benefit-based subject lines:
- Finally, [desired result] without the [pain point]!
- [Number] ways to [achieve benefit] with [product/service]
- Tired of [problem]? Here’s the solution…
- Get [specific benefit] in just [timeframe] with [product/service]
- Reach new heights: Achieve [desired outcome] today!
Want to create stunning email campaigns in a blink of an eye? Sender’s drag-and-drop email builder and responsive templates are here to do the hard work for you.
Avoid Clickbait
While you want to grab subscribers’ attention, avoid misleading or exaggerated claims. It might seem tempting to use a super sensationalized subject line to get that open, but ultimately, false promises will only lead to disappointment and damage your credibility.
In short, don’t ever use clickbait for a subject line if the email content differs. There are much better subject lines out there:
- You WON’T BELIEVE what [competitor/celebrity] is doing now!
- This ONE WEIRD TRICK will [solve a problem] instantly!
- Is this the shocking secret to [desirable outcome]?
- [Number] people did THIS, and you won’t believe what happened next…
- Don’t open this email unless you want to [achieve a desirable outcome]!
Use Numbers and Lists
Our brains love easily digestible information, and numbers and lists promise just that. Subject lines featuring numbers or lists stand out in a crowded inbox and suggest a clear, scannable read. Instead of a general subject line like “Improve Your Productivity,” try something specific like “7 Tips for Maximum Productivity”.
You’ve probably already seen subject lines like these. It’s because they’re so effective:
- 11 tips for creating engaging social media content
- 5 top destinations for your summer vacation
- 3 ways to improve your sleep quality tonight
- 12 must-have items for your back-to-school shopping list
- 8 simple steps to a more organized inbox
Incorporate Emojis Sparingly
A well-placed emoji can add a touch of personality and visual appeal to your subject lines, helping them stand out in a sea of text. However, it’s crucial to use emojis strategically and sparingly. Too many emojis can make your email appear unprofessional or even trigger spam filters.
Stick to one or two relevant emojis that enhance your message without being overwhelming. For example, a simple “🌟 Free download inside! 🌟” can be effective, while “🎉🥳BIGGEST SALE EVER!🎁💰💯” is likely to backfire.
Just to be sure, take a look at few more examples:
- 🤩 New arrivals! Shop now
- Don’t miss out! ⏳ Flash sale inside
- Your [Brand] faves ❤️ just restocked!
- Free gift with order? Yes please! 🎁
- Weekend ready? New styles dropped 😎
A/B Test Regularly
There’s no one-size-fits-all approach to compelling subject line techniques. Therefore, testing email subject lines is crucial. A/B test different subject lines to see what resonates best with your audience for maximum email open rate optimization.
You create two (or more) versions of your subject line with slight variations – like different wording, emojis, or personalization. Then, you send each version to a small segment of your email list. Analyze which version gets the most opens and clicks. That’s the winner!
Here are a few examples of A/B testing subject lines:
1. Testing urgency vs. benefit:
- A: Last chance for 20% off your order!
- B: Treat yourself: 20% off your favorite items
2. Testing length:
- A: Quick sale: Shop now & save!
- B: Limited-time sale: Shop now and save big on all your favorite items
3. Testing curiosity vs. clarity:
- A: You won’t believe these deals!
- B: Huge savings on all products!
Avoid Spammy Words
Avoid spam words that sound too good to be true, like “free,” “guaranteed,” or “make money fast.” While these words might seem tempting to grab attention, they can actually backfire.
Email providers use spam filters to protect users from unwanted or misleading messages. Using these trigger words can make your email more likely to end up in the spam folder instead of the inbox. Instead, focus on writing a compelling subject line that highlights genuine value and benefits for the reader.
If you don’t want to learn how your badly audience responds, better DON’T use these subject lines:
- Make $1,000/day guaranteed! (Easy work from home!)
- Urgent: you’ve won a FREE prize! Claim now!
- Lose weight FAST with this one weird trick!
- Congrat$! You’re a winner! Click here to collect!
- Don’t delete! This is your FINAL notice
Don’t Forget Email Preheaders
Your email preheader is the snippet of text that appears after the subject line in the inbox preview. Use this valuable real estate to expand on your subject line and further entice recipients to open your email.
Think of your email preview text as a one-two punch with your subject line. Follow these email preheader text best practices:
- Complement the subject line. Provide additional context or information that builds on the subject line’s message;
- Include a clear call-to-action: Encourage readers to take the next step, whether it’s visiting your website or reading the full email;
- Keep it concise: Aim for around 35-140 characters to ensure it displays correctly across different email clients.
Here are a few great subject line and email preheader combos to show you how the latter one works:
- Subject line: Valentine’s treat you won’t want to miss! 🥰
Preview text: 25% off love is in the cart 💕 - Subject line: {$firstname} forgot Mother’s Day?
Preview text: Get express shipping! - Subject line: Celebrate your hero this Father’s Day! 👨
Preview text: Find gifts for the Best Dad 🎁 - Subject line: {$firstname}, start the year right with our special offers
Preview text: Smart savings up to 40% await! - Subject line: You SO deserve this {$firstname} 🎁
Preview text: Pamper yourself with our exclusive offers
Mistakes to Avoid in Email Subject Lines
Even with the best email marketing intentions, making mistakes when writing email subjects is easy. Here are some common pitfalls to avoid when you write subject lines:
- Using all caps. It’s like shouting at your readers and can come across as aggressive;
- Being too vague.Your subject line should give readers a clear idea of what to expect;
- Neglecting proofreading. Typos and grammatical errors make you look unprofessional;
- Using excessive punctuation. Too many exclamation points or question marks can be off-putting;
- Ignoring your audience. What works for one audience might not work for another. Always consider your target audience’s interests and preferences;
- Using the same subject lines repeatedly. Keep things fresh and engaging by varying your subject line length and wording. Similar subject lines lead to reader fatigue;
- Forgetting your call-to-action. What do you want the reader to do after opening your email? Make it clear with a concise call to action.
Insights into Email Subject Line Statistics
If a data-backed approach drives you, you’ll be interested in what the latest statistics have to say about effective email subject lines:
- 47% of email recipients open an email based on the subject line alone.
- Words and phrases that create a sense of urgency can increase the open rate by 22%. The same goes for ones that induce curiosity.
- The word “free” can increase the open rate by 10%, while “video” can increase by 7% to 13%. However, the word “newsletter” can decrease the open rate by 18.7%.
- Including numbers can lead to a 57% average open rate, including emojis – 56%.
- Personalization improves email open rates: emails with personalized subject lines see a 20.66% open rate compared to 19.57% for non-personalized ones.
