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How do you write engaging subject lines for emails?
Writing engaging subject lines for emails is a crucial aspect of email marketing. A subject line is the first thing a recipient sees and plays a major role in determining whether they will open the email or ignore it. Crafting compelling subject lines requires a blend of creativity, psychology, and data-driven strategies. Below, I provide an in-depth guide on how to write subject lines that grab attention and increase email open rates:
1. Understand the Purpose of the Subject Line
- First Impression: The subject line serves as the first impression of your email. It needs to be engaging enough to capture attention amidst a crowded inbox.
- Set Expectations: It should give the reader a clear idea of what the email contains without being misleading.
- Drive Action: The ultimate goal is to get the recipient to open the email, so the subject line should provoke curiosity or indicate value.
2. Use Personalization to Connect with the Reader
- Name Inclusion: Including the recipient’s name in the subject line adds a personal touch and can make the email feel more tailored. For example, “John, here’s a special offer just for you.”
- Tailored Content: Mention specific preferences or interests based on subscriber data, such as “Your favorite recipes are here, Sarah” or “Exclusive travel deals for adventure lovers.”
3. Leverage Curiosity and Intrigue
- Pose a Question: Asking a question can make readers pause and think, increasing the chances of an open. Examples include “Are you making these common fitness mistakes?” or “Want to boost your productivity?”
- Create a Sense of Mystery: Use subject lines that hint at something valuable without giving it all away, such as “You won’t believe what’s inside” or “A little secret that changes everything.”
4. Convey Urgency and Scarcity
- Limited-Time Offers: Subject lines that imply a deadline can prompt immediate action. Examples include “24-hour flash sale!” or “Only a few spots left – sign up now.”
- Use Time-Sensitive Words: Words like “today,” “now,” “urgent,” and “last chance” help convey urgency. For example, “Today only: Get 50% off your favorite items.”
5. Keep It Short and Concise
- Optimal Length: Aim for subject lines that are 6-10 words long and no more than 50 characters. Short subject lines are more likely to display fully on mobile devices.
- Get to the Point: Cut out unnecessary words and focus on the core message. For example, instead of “Check out our new spring collection today!” try “New spring collection – shop now.”
6. Use Numbers and Lists
- Quantify the Value: Numbers are eye-catching and can make the content feel more digestible. Examples include “5 simple ways to save money” or “Top 10 travel destinations for 2024.”
- Highlight Specifics: Subject lines like “Save $20 on your next order” or “3 reasons to switch to solar energy” make the content more tangible.
7. Add a Touch of Humor
- Lighthearted and Playful: Humor can make your email stand out in a sea of serious subject lines. For example, “Oops, we made a typo! Just kidding – here’s 20% off” or “Treat yourself – your cat will understand.”
- Know Your Audience: Ensure that the humor resonates with your audience and aligns with your brand voice. A quirky subject line might work for a lifestyle brand but not for a serious business update.
8. Include Action-Oriented Language
- Strong Verbs: Start your subject line with an action verb to inspire recipients to take immediate action. Examples include “Discover,” “Join,” “Start,” “Download,” and “Explore.”
- Commanding Phrases: Phrases like “Get your free guide now” or “Join us for an exclusive webinar” clearly tell the reader what to do next.
9. Emphasize Benefits and Value
- Highlight the ‘What’s In It for Me’ Factor: Subject lines should clearly communicate the benefit the reader will receive. Examples include “Boost your savings with these tips” or “Learn to code in 30 days – free guide.”
- Solve a Problem: Frame your subject line as a solution to a common issue. For example, “How to reduce stress in 5 minutes a day” or “Tired of low energy? Try this.”
10. A/B Test Your Subject Lines
- Try Variations: Run A/B tests with different versions of your subject lines to see which ones perform better. Test variations in wording, tone, length, and structure.
- Analyze Metrics: Look at open rates, click-through rates, and conversion rates to determine which type of subject line resonates most with your audience.
- Iterate and Optimize: Use the data from your A/B tests to refine future subject lines for better performance.
11. Use Emojis Wisely
- Catch the Eye: Emojis can add a pop of color and make your subject line stand out. For example, “☕ Start your morning right with our new coffee blend” or “Ready for a vacation? 🌴.”
- Don’t Overuse: Use emojis sparingly and ensure they match the tone and content of your email. Too many emojis can make your subject line appear unprofessional or spammy.
- Test Compatibility: Make sure the emojis you choose are compatible across different devices and email clients.
12. Leverage FOMO (Fear of Missing Out)
- Create a Sense of Exclusivity: Phrases like “Only for our VIP members” or “Limited stock – act now” trigger FOMO and encourage immediate action.
- Highlight Limited Availability: Subject lines like “Just 2 days left to claim your gift” or “Seats are filling up fast – register now” drive urgency.
13. Avoid Spam Triggers
- Avoid Spammy Language: Words like “free,” “guarantee,” “earn money,” and “risk-free” can trigger spam filters, especially if they are in all caps. Be cautious with exclamation marks as well.
- Stay Genuine: Ensure that your subject line accurately reflects the content of your email. Misleading subject lines can damage trust and lead to higher unsubscribe rates.
14. Use a Friendly and Conversational Tone
- Sound Like a Human: Subject lines that read as if they’re from a friend or colleague often perform well. Examples include “Hey, quick update for you” or “You’ve got to see this.”
- Use Personal Pronouns: Words like “you,” “your,” and “we” make the subject line feel more personal. For instance, “Your weekend plans just got better” or “We’re excited to have you onboard.”
15. Leverage Social Proof
- Include Testimonials or Popularity Indicators: Subject lines that highlight social proof can be effective. Examples include “See why 10,000 customers love our new product” or “Join thousands of subscribers enjoying these tips.”
- Awards and Recognition: Mention if your product or service has won any awards or received recognition, such as “Award-winning skincare – try it today.”
16. Stay Relevant with Timely Content
- Seasonal and Event-Based Subject Lines: Use current events, holidays, or trends to make your subject lines more relevant. For example, “Get ready for the holidays with these deals” or “Top picks for your New Year’s resolutions.”
- Topical Relevance: Tailor your subject lines to trending topics that your audience is interested in. For example, during back-to-school season, you could use “Back-to-school essentials for busy parents.”
Examples of Engaging Subject Lines:
- Personalized and Targeted: “Anna, your perfect weekend getaway awaits!”
- Curiosity-Driven: “The one productivity hack you haven’t tried yet.”
- Urgency-Based: “Last chance to save 30% – only today!”
- Action-Oriented: “Unlock your free eBook now.”
- Number and List: “7 ways to cut your grocery bill in half.”
- Humorous: “We did the math – you need a vacation.”
- Emotional Trigger: “Feel your best with our new wellness guide.”
Conclusion
Crafting engaging subject lines is an art that requires a mix of creativity, strategy, and continuous experimentation. By understanding your audience, keeping subject lines concise and clear, adding personalization, and testing different approaches, you can significantly improve your email open rates and overall engagement. The right subject line can make the difference between an email that gets read and one that gets ignored.
Get FREE Training Workshop from John Crestani
John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.