What It Takes To Write A Killer Email Subject Line
Nearly 70% of people mark emails as spam based on the subject line alone.
That’s right. Your email subject line serves as the first — and sometimes last — impression. But writing good email lines is hard work. And writing great ones is nearly impossible.
As a consumer, you are surely bombarded with several emails a day. From marketing promotion to newsletters, from password resets to bill statements, it’s a lot of content to sift through.
And as the presence of email marketing for brands continues to grow, it is imperative that marketers master the art of writing compelling subject lines.
If you want to increase clicks, opens, and conversions, try to integrate the below themes into your subject lines to ensure they get clicked!
MAKE IT Personal
Everyone loves personal touches.
Including a recipient’s name, an item they left in their shopping cart, or information related to a recent purchase can help you build a loyal customer base. Or consider tapping into location-specific information to make tailored recommendations.
Personalizing your subject line shows the reader you’ve done your homework. Take a look at these personalized subject lines:
Chubbies: Future Sam’s Favorite Trunks
Converse: John, get 20% off the Chuck Taylor All Star II today!
Jersey Mike’s: Lisa, Earn double points today only
LEVERAGE THE Fear of Missing Out (FOMO)
According to Mailchimp, words like “urgent” and “important” result in much higher open rates than normal.
That’s because no one likes missing out on time-sensitive deals. In fact, people often respond to the possibility of losing out on something, correlating it to a negative outcome.
You can create urgency by inducing FOMO in your subject lines:
Nike: Good stuff in your cart…checking out > missing out.
Revolve: Say goodbye to 65% off 👋
Sephora: Last day: Pick your 5 faves
Creating a sense of urgency has been proven to make people take action — especially when it means they’ll save money or access a limited-time offer in the process.
BE Specific
Take a look at this subject line:
"1,750 points for you. Valentine's flowers & more for them."
Would you click it?
Even without knowing which brand sent this email, you would most likely be enticed to open an email like this. (The brand who sent it is JetBlue, for the record.). That’s because it uses such a specific number: 1,750.
STAY Trendy
Whether you’re selling food, fashion, or technology, knowing what’s in sells. What’s more, people often look at their favorite brands as experts in their respective industries.
Revealing a new trend or fascination will often motivate the reader to click your message for more details. Consider these trendy subject lines:
BE Clever and catchy
Injecting humor into your email subject lines is a great way to engage your readers — think puns and clever word play.
However, all marketers know there’s a fine line to walk when it comes to humor in marketing. If you take this approach, be sure that you maintain your brand’s voice.
Take a look at some clever subject lines that drive curiosity:
Warby Parker: Pairs nicely with spreadsheets
Michael Kors: Give us an inch…
Anthropologie: Let us per-SUEDE you.
ENGAGE Social Proof
Social proof is a psychological concept.
When consumers are unsure about whether or not to buy something, they often turn to observe other people’s behavior to see what they’re doing.
And if others are doing something, it must be right.
Consider including customer testimonials, statistics to quantify purchases of products sold, or even a celebrity or influencer endorsement in your subject line.
Take a look at these subject lines that leverage social proof:
Topshop: New Beyoncé line is just two days away
Marc Jacobs: The Box Bag As Seen On…
American Eagle: 25% off our most-wanted bottoms (your code inside!)
SHARE Information
A sales email doesn’t have to focus on selling a product. Consider this email subject line from mattress brand Casper:
“How much do you know about sleep?”
This subject line leverages the tease factor, encouraging readers to find out information they may have not known. Take a look at these other how-to subject lines:
HP: Solve all your printing problems
La Mer: Age-defying beauty tricks
IKEA: “Where do all these toys go?
Final Takeaway
You could have the best email marketing campaign in the world, but it’s meaningless if your consumers never open your messages. Choosing the right subject line not only helps you meet the goals of your campaign, but also helps cultivate a loyal following.