Ever stared at your inbox, mindlessly deleting emails without even opening them?
You're not alone.
But what if I told you there's a science to crafting subject lines that make readers hit "open" instead of "delete"? Let's dive into some game-changing tips that could transform your email marketing results. After all, if you don't get your audience to open, then the rest of your work is wasted.
Tell people exactly what they're going to get. Be explicit and clear with a touch of humour. Think about it: when you get an email from a colleague, you usually know what to expect. "Here's that report you requested" for example.
Alternatively, you can tease your audience, setting the stage for them to be entertained. However, this approach can backfire for business marketing where people are typically time-poor and focused on results.
That's all you've got.
Mailchimp has analyzed millions of subject lines. The ones that do the best stay under 60 characters and no more than 9 words. The more precise you are, the better. For example: "1159 deadline: Are you coming? Few hours left!"
It's simple, urgent, effective.
Instead of "Marketing Tips for Everyone," try "Sarah, here's how to double your conversion rate." That personal touch can make the difference between your email being opened or binned.
3. The Preview Line is your secret weapon
It's the movie trailer to your subject line's movie title. If your subject line promises something valuable, your preview line should expand on what to expect. For example: "Nail Your Hello - today's micro-training is inside!"
Here's a pro tip: Use AI for brainstorming subject lines, but keep your voice authentic. Feed your desired outcome into an AI tool and ask for 10 variations. Read the final version out loud and make sure it's something you would be comfortable saying.
- SubjectLine.com: A free tool that rates your subject lines and provides best practices (spoiler: they need to make money somewhere, so expect to sign up).
- Your own analytics: The best teacher is your past success. Check what worked before and don't be afraid to reuse winning subject lines for new subscribers.
- A/B split testing. If you are running a list to over 5,000 people, you can test two or more subject lines on 10% of your list, with the winner going out automatically to the rest.
Good subject lines can increase your open rates by 10% and double your Click-Through Rate (CTR). It also has the nice bonus of slowing your unsubscribe rate as people can see what you offer, even if they don't open it. I often see a 'bump' in my client's web results after an intense email campaign that is larger than the click numbers people seek out the website after seeing the 'from' name in their inbox. If nothing else, regular newsletters are a brilliant nudge tool.
Remember, great subject lines aren't about tricking people into opening your emails - they're about presenting your work in the best possible light. Start with your end goal, craft your message accordingly, and watch your results transform from guesswork to clockwork.
Want to get started? Look at your most successful email subject lines from the past six months. What patterns do you see? That's your foundation for future success.