Email marketing can be a game-changer for your business, but it all starts with the perfect subject line. Without a compelling subject line, your emails might never get opened. At Good Agency, we understand the art and science of crafting subject lines that not only capture attention but also drive action. Here are our top tips to help you create email subject lines that get results.
1. Start with a Clear Purpose
Every subject line should have a clear purpose. Whether you’re announcing a sale, sharing a newsletter, or inviting subscribers to an event, make it clear and concise. A focused subject line ensures your message is not lost in your reader’s inbox.
A clear subject line sets the expectation for what the recipient will find in the email. It prevents any form of bait-and-switch, where the subject line promises one thing but the email delivers another. This honesty helps in building trust with your audience, ensuring they open your emails regularly.
Examples:
- Good: “Exclusive 20% Off for Subscribers!”
- Bad: “Hey There!”
- Good: “Join Us for Our Webinar on Email Marketing”
- Bad: “You Won’t Believe This!”
2. Create a Sense of Urgency
Creating a sense of urgency can compel your subscribers to open your email immediately. Limited-time offers or exclusive deals are great ways to incorporate urgency into your subject lines.
Urgency can be effectively communicated through time-sensitive language. Words like “now,” “today,” “last chance,” and “limited time” can prompt quicker responses. However, it’s important not to overuse this tactic, as it can lead to fatigue or mistrust if every email is “urgent.”
Examples:
- Good: “Last Chance: Sale Ends Tonight!”
- Bad: “Check This Out Whenever”
- Good: “Only 3 Spots Left for Our Webinar”
- Bad: “Learn More at Your Leisure”
3. Personalize When Possible
Personalization goes a long way in email marketing. Using the recipient’s name or referencing past behavior can make your emails feel more relevant and engaging.
Personalized subject lines can make your emails feel more targeted and special to each recipient. By using the recipient’s name or referencing their previous interactions with your brand, you can create a more intimate and personalized experience that increases open rates and engagement.
Examples:
- Good: “John, Your Special Offer Awaits!”
- Bad: “Dear Customer,”
- Good: “Don’t Miss Out on Your Favorite Items, Jane!”
- Bad: “Hello Shopper,”
4. Keep it Short and Sweet
Long subject lines can get cut off, especially on mobile devices. Aim for subject lines that are between 40-50 characters. This ensures your message is visible and impactful.
Short subject lines are not only easier to read quickly, but they also stand out more in crowded inboxes. They communicate the core message without overwhelming the reader. Remember, clarity is key, and less is often more in email subject lines.
Examples:
- Good: “New Arrivals Just for You!”
- Bad: “Here Are Some New Items We Think You Might Like Based on Your Previous Purchases”
- Good: “Limited Time Offer Inside”
- Bad: “There’s a Limited Time Offer You Might Be Interested In”
5. Use Numbers and Lists
Numbers and lists can make your subject lines more enticing by suggesting a clear and organized benefit. This can increase open rates by setting clear expectations.
Using numbers and lists in your subject lines can effectively break down information, making it more digestible for readers. Odd numbers, in particular, tend to perform better because they can stand out more visually and are perceived as more authentic and less staged.
Examples:
- Good: “5 Tips to Boost Your Marketing”
- Bad: “A Few Tips to Help with Marketing”
- Good: “Top 9 Products of 2024”
- Bad: “Our Best Products for the Upcoming Year”
6. Be Creative and Playful
Sometimes, a little creativity and playfulness can make your subject line stand out. Puns, jokes, or intriguing statements can pique curiosity.
Creative and playful subject lines can capture attention in a fun and memorable way. They can humanize your brand and create a sense of enjoyment that encourages readers to open your emails. However, it’s important to stay true to your brand’s voice and not overdo it.
Examples:
- Good: “Are You Ready for a Surprise?”
- Bad: “We Have Something”
- Good: “Unlock Your Secret Deal Today!”
- Bad: “There’s a Deal Inside”
7. Test and Analyze
Always test your subject lines. A/B testing different subject lines can provide insights into what works best with your audience. Use analytics to understand which subject lines perform well and refine your strategy accordingly.
Testing and analyzing your subject lines allows you to continuously improve and adapt to what resonates best with your audience. By using A/B testing, you can compare different approaches and learn from the data to make more informed decisions in the future.
Examples of A/B Testing:
- Test A: “Exclusive 20% Off for Subscribers!”
- Test B: “Limited Time 20% Discount Inside”
- Outcome: Test which one has a higher open rate and stick with the format that works best.
8. Use Aspirational Identity
Mentioning aspirational elements in your subject lines can significantly increase open rates. Highlighting roles or interests that your recipients aspire to can make your emails more appealing.
Aspirational identity taps into the desires and ambitions of your recipients. By addressing them in ways that reflect their goals and aspirations, you can create a strong emotional connection that encourages them to open and engage with your emails.
Examples:
- Good: “Insights for Future CFOs and IT Leaders”
- Bad: “Some Insights for You”
- Good: “Exclusive Deals for Retail Leaders and Luxury Enthusiasts”
- Bad: “Deals for Our Subscribers”
9. Tailor Subject Lines to Different Email Types
Different types of emails require different approaches to subject lines. The purpose of a sales email is different from that of a nurture email, and your subject lines should reflect these differences.
- Sales Emails: These emails aim to drive immediate action, such as making a purchase or signing up for a service. Use direct and action-oriented language.
- Examples: “Unlock Your 20% Discount Now!” or “Claim Your Free Trial Today!”
- Bad Examples: “We Have a Discount” or “Try Us Out”
- Nurture Emails: These emails are designed to build a relationship with the recipient over time, providing value and information without a hard sell. Use subject lines that indicate helpful content or insights.
- Examples: “Top Tips for Boosting Your Email Marketing” or “How to Get the Most from Your New Product”
- Bad Examples: “Marketing Tips” or “Product Information Inside”
9. Tailor Subject Lines to Different Email Types
Different types of emails require different approaches to subject lines. The purpose of a sales email is different from that of a nurture email, and your subject lines should reflect these differences.
- Sales Emails: These emails aim to drive immediate action, such as making a purchase or signing up for a service. Use direct and action-oriented language.
- Examples: “Unlock Your 20% Discount Now!” or “Claim Your Free Trial Today!”
- Bad Examples: “We Have a Discount” or “Try Us Out”
- Nurture Emails: These emails are designed to build a relationship with the recipient over time, providing value and information without a hard sell. Use subject lines that indicate helpful content or insights.
- Examples: “Top Tips for Boosting Your Email Marketing” or “How to Get the Most from Your New Product”
- Bad Examples: “Marketing Tips” or “Product Information Inside”
10. Highlight Pain Points and Solutions
Addressing pain points directly in your subject lines can draw immediate attention and resonate deeply with your audience. When people see their challenges being acknowledged, they are more likely to open the email to find the solution.
Pain points highlight common struggles or issues that your audience might be facing. By mentioning these directly, you demonstrate empathy and position your email as a potential solution, increasing the chances of engagement.
Examples:
- Good: “Struggling with Low Open Rates? Here’s How to Fix It”
- Bad: “Open Rate Tips”
- Good: “Tired of Ineffective Email Campaigns?”
- Bad: “Better Email Campaigns”
11. Use Non-Round Numbers
Subject lines with non-round numbers (like 3, 7, or 9) can increase open rates. Non-round numbers are perceived as more specific and credible, which can make your content seem more valuable and well-researched.
Non-round numbers can stand out more visually and suggest a more detailed and specific benefit. They often appear less generic and more tailored to the reader’s needs, increasing the likelihood of opening the email.
Examples:
- Good: “7 Ways to Improve Your Workflow”
- Bad: “10 Ways to Improve Your Workflow”
- Good: “3 Secrets to Success”
- Bad: “Top 5 Secrets to Success”
12. Incorporate “Steps” in Subject Lines
Including the word “steps” in your subject lines can boost open rates by up to 24% for businesses and 19% for consumers. The term “steps” suggests a clear, actionable guide, making the content seem more practical and achievable.
“Steps” implies a straightforward, step-by-step process, which can make your content feel more accessible and easier to implement. This can be particularly appealing to readers looking for clear guidance.
Examples:
- Good: “5 Steps to a Better Email Campaign”
- Bad: “Improve Your Email Campaign”
- Good: “3 Steps to Success”
- Bad: “Achieve Success”
13. Use Emojis to Enhance Subject Lines
Emojis can add a visual element to your subject lines, making them more eye-catching and expressive. When used appropriately, emojis can increase open rates and engagement.
Emojis can convey emotions, highlight key points, and even replace words to save space. However, it’s crucial to use them sparingly and ensure they align with your brand and the email’s content. However, be warned; overuse or irrelevant emojis can make your emails look unprofessional or spammy.
Examples:
- Good: “🚀 Launching Our New Product Today!”
- Bad: “Look at This 🎉🎉🎉”
- Good: “📅 Save the Date: Upcoming Webinar”
- Bad: “Event Announcement 🚨🚨🚨”
Bonus Tips:
- Email Pre-Headers: Start your pre-header text with words like “and” or “but” to create a continuation from your subject line, to also help increase open rates.
- Examples: “But there’s more to explore inside!” or “And how it can benefit your business.”
- First-Person CTA: Some studies suggest that using first-person language in your call-to-action (CTA) can increase click-through rates. Examples include “Start my free trial now” and “Send me the guide now.”
- Examples: “Claim my discount!” vs. “Claim your discount”
Conclusion
Crafting the perfect email subject line is both an art and a science. It requires a deep understanding of your audience, a clear purpose, and a willingness to experiment and learn from your results. By starting with a clear purpose, creating a sense of urgency, personalizing your messages, keeping subject lines short and sweet, using numbers and lists, being creative, testing and analyzing your results, incorporating aspirational identity, tailoring subject lines to different email types, and highlighting pain points and solutions, you can significantly improve your email open rates and overall engagement.
Good Agency
At Good Agency, we specialize in creating email marketing campaigns that drive results. Whether you’re looking to increase open rates, improve engagement, or drive sales, we have the expertise to help you succeed. Schedule a consultation with us today and let’s craft compelling email subject lines that work for your business.
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