In today's competitive landscape, email marketing plays a crucial role in connecting with your audience. As small business owners, it's vital to ensure that you make a strong impression. One of the most important aspects of any email is the subject line. This line is the first thing your subscribers see when they receive your message. It can determine whether they open your email or ignore it. Therefore, crafting a compelling subject line should always be a top priority for you.
When creating a subject line, put thought into the words you choose. A well-crafted subject line grabs attention and piques interest. It should clearly convey what the email is about while creating a sense of curiosity. Think of it as the headline of a story; it must be engaging and informative. It’s important to keep your audience in mind, as what works for one group may not work for another.
Understanding what makes a successful subject line can be challenging. However, it's essential to test different styles and approaches. Think about the characteristics of your brand and what resonates with your audience. You can try to be playful, informative, or even urgent, depending on your message. Remember, as you launch email campaigns, data and feedback will guide you. Analyze which subject lines have higher open rates. This insight will help you refine your approach. Keep experimenting and learning from each campaign; this will be important for your growth as an email marketer.
To write an effective subject line, focus on clarity and brevity. Avoid using jargon or complicated phrases that may confuse readers. Instead, aim for straightforward language that gets right to the point. It can also be helpful to use numbers, questions, or personalization to capture attention. For example, "Save 20% on Your Next Purchase!" is direct and offers a clear benefit. Depending on your audience, adding a touch of creativity or urgency can also enhance your subject line.
Overall, mastering the art of subject line writing will take time and practice. Keep your audience in mind as you brainstorm ideas. Review the performance of different subject lines to understand what works best. A well-structured subject line can significantly impact your email campaigns. By continually honing your skills, you'll create better engagement with your subscribers and drive more traffic to your business. Always prioritize the subject line; it is your email's gateway to success.
3 email subject line best practices
If you search online, you'll find many different opinions on what makes a great email subject line. Some people believe that a catchy phrase works best, while others say straightforward and clear titles do the job. This wide range of views comes from the fact that email marketing exists in a fast-paced digital world. In this world, things are always changing. Consumer habits shift, email platforms update their features, and online sales tools evolve. Because of this continuous change, what works one day might not work the next.
To be successful in email marketing, it’s crucial to understand the guiding principles of effective subject lines. Are you following three specific practices that can help your emails stand out? These practices may seem to contradict each other, and that's why we believe they are valuable. For instance, some strategies encourage making your subject lines short and intriguing, while others suggest being descriptive and detailed. Both approaches have their merits.
Instead of choosing one method outright, consider how each can work together in your marketing efforts. Testing different styles can provide useful insights into your audience. You might discover that certain subject lines perform better with different groups. By trying various combinations, you improve your chances of writing an irresistible email subject line that grabs attention and leads to higher open rates. Embrace these practices to help your small business thrive in the digital landscape.
Use action, command and/or emotional words.
When creating your marketing messages, focus on using one or two powerful techniques at a time, and avoid using all of them together. Each strategy aims to generate a strong reaction from your audience. However, if you try to combine all three in one message, it can lead to confusion. For example, using a subject line meant to inspire action alongside one that aims to provoke can send mixed signals. This inconsistency can weaken your overall message and make it hard for people to understand what you want them to do.
It’s important to be clear and direct in your communication. If you want to mobilize your audience, pick a clear call-to-action that guides them towards the desired behavior. If your aim is to provoke thought or strong emotions, you can use a different type of subject line. By choosing the right strategy and keeping your focus narrow, you will effectively engage your audience. Remember, clarity drives stronger responses, so be mindful of how you convey your message.
In summary, prioritize your marketing strategies by selecting one or two key ideas. This focused approach will help your audience understand your message without confusion. Mixing different strategies can dilute your efforts and prevent you from achieving your goals. Keep your messaging simple and effective by choosing the right tone and strategy for the situation. By doing this, you will create a clearer, more impactful message that connects with your audience and encourages the desired responses.
Better: Will you put down your phone to save a child's life?
Worse: Stop looking at your phone and save a child's life
Open with a promise.
When you write an email, it's important to make a promise in the subject line that you intend to keep. Your subject line should grab attention and give readers a reason to open your email. However, if the content inside the email does not match the promise in the subject, you may confuse or disappoint your audience. This mismatch can lead to short-term gains in open rates, meaning more people might click to read your email. But in the long run, those false promises can lead to more people unsubscribing from your list. That’s the last thing you want for your business.
Understanding what is left unsaid in your emails is just as important as what you do say. Your subject line should set clear expectations for the reader. When you promise something, such as a great deal or valuable information, the content of your email needs to deliver on that promise. If your email does not meet expectations, your audience will likely feel misled. This can affect their trust in your brand. They may end up feeling frustrated and choose to unsubscribe. It is crucial to maintain a good relationship with your audience, and keeping your promises is a big part of that.
Better: Lose weight while you sleep
Worse: Lose 40 pounds by the end of this month
Ask questions, both closed and open-ended.
When creating email subject lines, many sources say it’s better to ask open-ended questions. However, this advice does not always take the message's content into account. The goal of a subject line is to grab attention. While open-ended questions can be interesting, they may not always encourage readers to click on your email. Sometimes, what truly matters is how you connect your question to what your audience wants or needs. A well-crafted subject line can make a big difference in your open rates.
If you use a close-ended question in your subject line, you might be surprised by the results. When paired with a compelling offer or information your readers truly want, it can drive higher click-through rates. For example, consider a question like, "Do you want to save money on your next purchase?" This creates a sense of urgency and interest without being overly vague. Readers who are interested in saving money will likely want to open your email to find out more.
It’s important to understand your audience’s desires and tailor your subject lines accordingly. Close-ended questions that hit on a specific need can break through the clutter of other emails in their inbox. Use this technique thoughtfully, and you could see more engagement from your audience. Ultimately, the more relevant your subject line is to what they want, the better chance you have of getting them to read your message.
Better open-ended: Here’s 30% off. What’s your next order?
Better close-ended: Want 30% off on your next order?
Worse: How can you get a discount on your next order?
12 tried and tested email subject line best practices
Some best practices for writing effective content remain consistent over time. Even if they do change, the adjustments are usually minor. When it comes to online writing, certain guidelines apply widely. The key to success is knowing your audience well. It’s not so much about following the latest trends. Instead, it’s really about understanding what will connect with your subscribers. If you take the time to learn what interests your readers, you’ll create more engaging content.
When you write for your audience, think about what they care about and what they find valuable. Consider their needs and preferences. This approach not only helps build a relationship with them, but it also encourages them to open your emails and read your messages. If you understand their motivations, you can tailor your writing to fit their expectations. Remember, effective online communication starts with a solid understanding of who you are writing for.
Here are twelve email subject line best practices that can help you improve your messaging. These tips will guide you in writing subject lines that grab attention. Strong subject lines increase the chances that your emails will be opened and read. As a small business owner, you want your content to shine. Focusing on clear and compelling subject lines is one way to ensure that your hard work pays off. By following these practices, you can make your emails not only more exciting but also more relevant to your audience's needs. Your goal is to engage your readers and inspire them to take action.
Write something short—but not too short.
When it comes to figuring out the right length for your content, opinions can vary widely. You might feel a bit like Goldilocks, trying to find the perfect fit. Some say short and snappy is best, while others argue for something more detailed. The truth is, there is no one-size-fits-all answer. Different types of content serve different purposes, and the right length often depends on your audience and what you're trying to communicate.
What you really want is to get straight to the point. This helps keep your audience engaged. Remember, people tend to have short attention spans. It’s essential to capture their interest quickly. If you're writing a social media post or an email, shorter might be better. However, if you're creating a blog or a report, you may need more words to provide fuller explanations.
Ultimately, it’s about finding a balance. Think about what you need to say and how best to present it. Aiming for clarity while keeping your audience engaged is crucial. Use simple language and be direct. Offering value in your content should always take precedence over hitting a word count. So, experiment with different lengths and styles. Listen to your audience’s feedback and adjust as needed. With time, you will discover what works best for you and your business.
Better: Enjoy a complimentary couples spa package
Worse: Couples spa package
Start with more important information.
What you put at the start of your email subject line is what people will remember the most. This is a simple but important rule in email marketing. Over time, this advice has become one of the best practices for creating subject lines, especially because so many people use their smartphones to check their emails. When someone views their email on a small screen, it may cut off part of your subject line, even if it’s only of medium length. This is why it is essential to put the most critical information at the beginning.
For small business owners, creating captivating email subject lines is vital. Think about how often you receive emails and how quickly you decide to open them or delete them. People will only take a second glance at your subject line before deciding what to do. If you lead with your most important information, you increase the chances that your email gets opened and read. Remember, first impressions matter, especially in marketing.
Make sure to write your subject lines with your audience in mind. Use the space wisely and convey urgency or excitement right from the start. This approach will draw your readers in and encourage them to click. Always assume that your email is being viewed on a mobile device. By organizing your subject lines effectively, you can ensure that even if it gets cut off, the key message is still clear. This small change can lead to better engagement and results for your business’s email campaigns.
Better: Summer sale: Get 25% off sundresses
Worse: Get these beautiful sundresses at 25% off during our summer sale
Focus on a benefit or a pain point.
Using emotional language can really grab attention, but there’s another powerful way to pique interest. Focus on what your product or service can do for people. Highlight the benefits they will gain, or the pain points they will avoid. This strategy can create strong emotional reactions from your audience. When people see something that promises to help them or solve a problem they face, they are more likely to engage.
For small business owners, understanding your audience’s emotions is crucial. Many consumers make decisions based on feelings rather than just facts. By emphasizing the positive outcomes your business offers, or the negative issues it can help eliminate, you make your message more compelling. This might lead to more clicks on your website or more interactions on social media. The key is to connect with your customers by addressing their needs and emotions directly.
When marketing to potential customers, remember that people respond to messages that resonate with them. They often look for solutions that make their lives easier or more enjoyable. By clearly communicating the value of your offerings, you can motivate potential buyers to take action. Whether it’s signing up for a newsletter or making a purchase, your focus on benefits will lead to increased engagement. Ultimately, the more you can connect to your customers’ emotions, the more successful your marketing efforts will be.
Better benefit-based: 5 ways to boost email open rates with better subject lines
Better pain point-based: 5 subject line mistakes (and how they hurt email open rates)
Worse: Email subject lines and open rates
Add a number in your subject line.
Listicles are popular for a good reason. When you use numbers in your titles and headlines, you can attract a lot more readers. Research shows that using numbers can increase traffic to your blog posts by more than double, especially when those numbers appear at the beginning of your title. This trend is important for small business owners like you. If you want to boost the number of visitors to your blog or website, consider using list formats. They are not only eye-catching but also engaging. The simple act of adding a number can make your content more appealing and get people to click.
Numbers also play a crucial role in subject lines for emails. A strong subject line influences whether or not someone opens your email. Including a number in the subject line can grab a reader's attention immediately. Furthermore, numbers can add a level of credibility to your message. They help to clarify what you are offering, making your promises feel more trustworthy. For example, “5 Ways to Improve Your Business” sounds more specific and actionable than a vague statement. When communicating with your audience, using numbers can help convey your message more clearly and effectively. As a small business owner, recognizing the power of numbers can help you engage better with your audience. It can lead to higher open rates and increased interest in what you offer.
Better: 11 ways to convert subscribers into customers
Worse: About your email subscribers and customers
When appropriate, use at least one emoji.
Using emojis in email subject lines has become a popular trend in the marketing world. This practice developed long after email marketing first started. When considering whether to use emojis, think about your brand's identity. If your brand is modern and playful, emojis might fit well. However, it’s important not to overwhelm your audience by using too many emojis in each subject line. A cluttered subject line can confuse or even annoy your readers. Stick to one emoji when it feels appropriate.
Another critical point is ensuring your audience interprets an emoji as you intend it. Different cultures interpret emojis in various ways. For example, if you use the “sign of the horns” emoji 🤘 in a subject line for a heavy metal concert in the United States, it might boost your chances of getting clicks. However, the same emoji can have negative meanings in countries like Brazil or Italy. In these places, it may imply infidelity or betrayal. This misunderstanding can hurt your marketing efforts. Always research how emojis are perceived in different markets. Overall, while emojis can add flair to your subject lines, use them carefully and thoughtfully. Understanding your audience is key to making the right choices.
Better: 🌊 Get 25% off your first bikini and catch a wave today 🌊
Worse: 🌊☀️Don’t you just ❤️ our new summer 👙👙👙 at 25% off? ☀️🌊
Create a sense of urgency.
As a small business owner, it’s important to create a sense of urgency among your email subscribers. One effective way to do this is by highlighting limited stock levels. When customers see that items are running low, they often feel compelled to act quickly. This strategy encourages them to make a purchase rather than risk missing out. Let your subscribers know exactly how many items are left in stock. You can include phrases like "Only 5 items left!" or "Limited quantities available!" These messages can drive your audience to take immediate action.
Another way to engage your subscribers is by showcasing sale and discount deadlines. When people know they have a limited time to take advantage of a special offer, they are more likely to respond. Make it clear when these promotions start and end. Use countdown timers in your emails for extra impact. You can say something like, "Hurry, this offer ends in 3 days!" This not only grabs attention but also motivates readers to make a decision quickly. Your goal is to make them feel the pressure of missing out on a great deal.
Exclusive offers are another powerful tool in your marketing arsenal. These could include early access to sales, special discounts, or unique products available only to your email subscribers. Exclusivity makes your subscribers feel special and valued. It’s a great way to reward their loyalty. Let them know they have access to deals that are not available to everyone else. This creates a sense of belonging and can drive them to act fast. When your subscribers feel like they are part of an exclusive club, they are less likely to hesitate.
Better: BBQ Festival: 10 free tickets left!
Worse: We’re giving away tickets to the BBQ Festival
Get people curious enough to click.
Curiosity can be sparked in many different ways. One effective approach is to look at how you write your email subject lines. Some useful rules for subject lines can help you engage your readers. For instance, if you begin a subject line with a question or highlight a benefit, you are tapping into what your readers want to know. This method invites them to open your email out of curiosity. Additionally, “How-to” subject lines can also capture attention, as they suggest valuable information that people may find helpful.
However, while it is important to create curiosity, be careful not to make your subject line too long or confusing. If you add too many words, the key message can get lost. This can leave your readers unsure of what to expect. Instead, aim for clarity and a balance between being interesting and straightforward. You might want to experiment with different styles of subject lines. A/B testing is a great tool for this. By testing two different subject lines with your audience, you can see which one gets more opens. This will help you understand if your audience prefers a little mystery or if they respond better to a direct message. Understanding your audience’s preferences will improve your email marketing strategy and increase engagement.
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Worse: Identifying your Twitter engagement problem
Be punny or funny—or both.
Using humor in your email subject lines can be a great way to connect with your audience. A clever joke or some witty wordplay can grab the attention of your subscribers and make your emails stand out. However, it’s important to remember that humor can be tricky. What might seem funny to you could fall flat for someone else. If the humor doesn’t resonate, it can damage your credibility and make customers feel disconnected. That’s why many marketers find writing funny subject lines more difficult than they expect. You need to know your audience well and understand what they find amusing.
When crafting your subject lines, think about your brand's personality and the connection you have with your customers. Humor should feel natural and relatable. You want to make your subscribers smile without confusing them or seeming out of touch. Keep in mind that not every attempt at humor will land perfectly. It’s a careful balance that requires practice and awareness. You may find that some jokes work better than others, and that’s okay. Being flexible in your approach will help you learn what resonates best with your readers over time.
As you try incorporating humor in your emails, remember that your audience’s perception is key. Only use jokes that fit your brand's voice and your subscribers' preferences. If you don’t feel confident about a particular line, don’t hesitate to skip it. Always prioritize authenticity over humor. After all, the goal is to engage your customers in a way that strengthens your relationship with them. It’s not just about trying to be funny; it’s about being relatable and making sure your message comes through clearly.
Better: There are no deals in this email
Worse: Orange you glad you’re reading this on an Apple?
Try alliteration, consonance or rhyming.
Using literary devices is common in songwriting, creative writing, and even email subject lines. These devices help make your writing more interesting. They break up the usual patterns and add elements that people will remember. In today’s fast-paced world, capturing attention is important. A well-crafted subject line can encourage more people to open your emails. It makes your message stand out in a crowded inbox.
Many writers use tools like rhyme, alliteration, and metaphors to engage readers. These techniques create a rhythm and catchiness that can draw in your audience. Just like a catchy song sticks in your head, a memorable subject line can increase your email open rates. The goal is to connect with your readers and spark their interest. When they see an intriguing subject line, they are more likely to click and read what you have to say.
However, avoid going overboard with these devices. Remember that you’re creating subject lines for emails, not a piece of complex poetry. Your main objective is clear communication. If the subject line becomes too clever or complicated, it may confuse your readers. The aim is to be engaging yet straightforward. Balance your creativity with clarity. If a subject line is too abstract, it might not resonate with your audience. Keep it simple and relevant to your message. Your readers should understand what your email is about at first glance. Focus on what matters and be mindful of your audience’s needs.
Better: 5 fall fashion don’ts for 2019
Worse: 5 fall fashion faux pas for females
Don’t get too excited.
Using all capital letters and punctuation marks can be effective when done correctly. However, it's important to remember that moderation is key. When you use too many capital letters or excessive punctuation, it can create a feeling of anxiety instead of excitement. Imagine reading a message that is filled with CAPS LOCK and multiple exclamation points. Instead of feeling enthusiastic, your audience may feel overwhelmed or stressed.
In marketing, the way you communicate is crucial. Your goal is to engage your audience and encourage them to connect with your brand. If your messages appear frantic, potential customers might turn away instead of being drawn in. Think of your communication style as a reflection of your brand's identity. A clear and calm voice communicates confidence and professionalism, while excessive capitalization may suggest desperation or frustration.
When you want to emphasize an important point, using all caps sparingly can be effective. The same goes for exclamation points—they can highlight your excitement, but too many can drown it out. The key is to strike a balance. Aim for a tone that feels authentic and inviting. Your customers are more likely to respond positively to a polished and thoughtful message. Building your brand's reputation starts with how you communicate. Keep your message clear, focused, and friendly to create a lasting impact that resonates with your audience.
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Worse: $100 WORTH IN YOUR CART??? ENJOY FREE DELIVERY ON US!!!
Make a personal connection.
Personalizing email subject lines is a simple yet powerful way to improve your open rates. When you add your subscriber’s name to the subject line, it creates a feeling of connection and makes them more likely to open your email. This small change can have a big impact on how your messages are received. Just think about how you feel when you see your name in a subject line. It grabs your attention and makes the email feel more relevant to you.
Using names is just the beginning. There are also many technological advancements that can help make your emails even more personal. For example, you can tailor your emails based on a subscriber's location or shopping habits. If you know that a customer recently made a purchase or lives in a certain area, you can send them targeted offers that relate to that information. This creates a more engaging experience for your readers and can lead to higher conversion rates.
Incorporating these personal touches doesn’t have to be complicated. There are tools available that make it easy for you to customize your emails based on customer data. You can automate this process to ensure your messages are always relevant. When you take the time to personalize your emails, you show your subscribers that you value their individual needs and interests. This builds trust and encourages them to engage more with your brand. Over time, this can lead to stronger customer relationships and increased loyalty. So remember: personalizing your emails can significantly enhance your marketing efforts.
Better: “Thanks for participating in our Labor Day Sale, Maria!”
Worse: “Here’s the online receipt of your Labor Day Sale purchases”
Avoid spam words as much as possible.
Email spam filters are always changing and getting smarter. As a small business owner, it is important to understand how to avoid getting your emails stuck in these filters. One of the best strategies is to steer clear of certain trigger words and phrases. These can flag your emails as spam, which could prevent your customers from seeing your important messages. When creating subject lines for your email marketing campaigns, focus on making them relevant to your audience. This will not only help you avoid spam filters but also attract more opens and clicks from your recipients.
One useful technique is A/B testing. This means sending two different subject lines to a small segment of your audience to see which one performs better. By examining open rates, you can determine if one of your subject lines is unique enough to avoid spam filters. For instance, consider the phrase "Book now to get 50% off weekend holiday accommodations." This is clear and provides an enticing offer without using overly promotional language. In contrast, "50% off fantastic deal on weekend getaways for a limited time" sounds more like a sales pitch and may trigger a spam filter. By carefully choosing your words and testing them, you can increase the chances that your emails will reach your audience without getting marked as spam.
That's a wrap
Using effective email subject lines is crucial for digital marketers aiming to create a positive impression on their email subscribers. When done well, a strong subject line can grab attention and encourage readers to open the email. It's important to note that there are many different views on what makes a good subject line. These views can change over time as people’s online behaviors shift. Technology also plays a role in how we communicate via email. As new tools and techniques emerge, marketers need to adapt their approaches.
Despite the ever-changing landscape, some email subject line strategies have proven to be timeless. The best practices are often based on a deep understanding of your audience, rather than merely following trends or seeking quick fixes for improving open rates. Knowing what resonates with your subscribers can help you craft subject lines that stand out. For example, using language that speaks directly to your audience's interests can make a significant difference. This focus on the audience rather than a race for higher numbers helps build long-term relationships that can lead to better engagement and higher conversions.
In this blog, we have put together 15 essential best practices for creating effective email subject lines. These tips can help you enhance your email marketing campaigns and make them more successful. By following these tried-and-true strategies, you can build stronger connections with your subscribers. This will ultimately lead to higher open rates and better results for your business. Each practice is designed to guide you in reaching your audience in a meaningful way, ensuring your messages do not go unnoticed. Embrace these best practices, and watch your email marketing efforts improve.
