- \n
- 9 Best Practices For Writing Better Email Subject Lines<\/li>\n
- 8 Ways To Write Better Email Subject Lines<\/li>\n
- 10 Real Subject Line Examples From My Actual Inbox<\/li>\n
- Try Writing Some Subject Lines With These 12 Templates<\/li>\n
- Get More Opens By A\/B Testing Email Subject Lines<\/li>\n
- Measure Your Results<\/li>\n<\/ul>\n
The odds are stacked against you here. However, you\u2019re a fearless email marketer, right? You know that if you can nail your subject line right away, your email stands a chance at delighting your reader. That\u2019s because you know your newsletter is awesome, right? If it wasn\u2019t, you wouldn\u2019t have written it (or you would have re-written it).<\/p>\n
In this article, we\u2019ll cover:<\/p>\n
- \n
- The emotional elements<\/strong> of subject lines that drive clicks<\/strong>.<\/li>\n
- Best practices<\/strong> on how to write subject lines<\/strong> yourself.<\/li>\n
- The best way to run A\/B tests so you can gather your own data<\/strong> about what works best for you<\/strong>.<\/li>\n<\/ul>\n
Make yourself comfortable. We\u2019re going to write sharp subject lines that demand the attention your email deserves.<\/p>\n
Why Are Subject Lines Important?<\/strong><\/h4>\n
Let\u2019s start by asking exactly why paying attention to subject lines is important. Here are some sobering stats about subject lines<\/strong>:<\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/1.png\")
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9 Best Practices For Writing Better Email Subject Lines<\/span><\/h3>\n
Every email marketing campaign and audience is different. However, there are some basic best practices that hold true in most cases. Here are nine to remember:<\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/aa.png\")
![\"2\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/2.png\")
<\/p>\n1. Never Reuse Subject Lines<\/strong><\/p>\n
People remember people that waste their time. So, don\u2019t waste people\u2019s time reusing subject lines. This sends the message that they\u2019ve already read your email. Even worse, they may have ignored the first time (and now they\u2019re even more annoyed).<\/p>\n
2. Aim For 5 To 7 Words<\/strong><\/p>\n
Different email clients display different character counts before cutting off subject lines. If you stick to roughly five to seven words (or about 50 characters), you can ensure yours will always appear in full.<\/p>\n
3. Avoid Sounding Sales-y <\/strong><\/p>\n
You want people to read your email. However, you don\u2019t want to be too aggressive. Avoid excessively sales-oriented sounding messaging. People are protective with their time and money. They don\u2019t want to waste either. Show value first before going for the sale.<\/p>\n
4. Use Action Verbs <\/strong><\/p>\n
Sometimes directing readers with a specific action can motivate them to respond. For example, \u201cJoin Us At The Movies!\u201d
\nwould likely be more effective than \u201cGoing To Movies Is Fun\u201d if you were trying to drive customers to a theater.<\/p>\n![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/3.png\")
<\/p>\n<\/p>\n
5. Use Humor Carefully<\/strong><\/p>\n
A lot of us like to think we\u2019re funny. Sometimes we might even succeed, at least around our friends. However, comedy writing is a difficult skill to master. Unless you moonlight as a successful sitcom writer, it\u2019s probably better to leave the jokes to the professionals.<\/p>\n
6. Include A Surprising Stat <\/strong><\/p>\n
Data doesn\u2019t lie. If you have a stat that sounds unreal or counter-intuitive, use that in your subject line. Just remember it\u2019s important to present stats in a way that isn\u2019t misleading.<\/p>\n
7. Write Clearly<\/strong><\/p>\n
People have short attention spans. So, don\u2019t make them work too hard to understand your subject line. Use clear language and keep it short while cutting out any unnecessary words.<\/p>\n
8. Be Human<\/strong><\/p>\n
Be conversational and write like a human being. In other words, don\u2019t sound like a robot. Use language similar to what your target audience would use.<\/p>\n
9. DON\u2019T YELL<\/span><\/strong><\/p>\n
SERIOUSLY JUST BREAK THE ALL CAPS KEY AND NEVER TOUCH IT AGAIN.<\/span><\/p>\n
<\/p>\n
How Do Emotional Appeals Impact Email Open Rates?<\/strong><\/p>\n
Subject lines are a lot like headlines. The more emotional, the better.<\/p>\n
We don\u2019t mean you need to make your readers sad. In fact, we\u2019re talking about the complete opposite.<\/p>\n
People want to know how their life will be better, easier, or more enjoyable because they read your email. Those kinds of benefits aren\u2019t necessarily easy to convey. However, they\u2019re essential for optimal open rates.<\/p>\n
You want to make people feel something.<\/p>\n
This doesn\u2019t have to mean something profound or life-changing. Just something that connects emotionally and makes them want to read your message instead of passively scrolling by (or worse, sending you to their SPAM folder).<\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/4.png\")
<\/p>\n8 Ways To Write Better Email Subject Lines<\/span><\/h3>\n
You\u2019ve got some basic best practices down. You also know you\u2019ve got to hit your readers right in the feels (figuratively, not literally). Now, it\u2019s time to move beyond theory and start applying practical examples. Let\u2019s look at some actual examples of how to write subject lines.<\/p>\n
1. How To Include Action<\/strong><\/p>\n
Tell users to take a specific action. For example, telling someone shoes are 50% is different than telling someone to save 50%. The former simply makes a statement, while the latter encourages an actual action.<\/p>\n
Dull Example:<\/span> Shoes Now 50% Off.
\nAction-Driven Example:<\/span> Save 50% On Your Next Pair Of Shoes.<\/p>\n2. How To Create Urgency<\/strong><\/p>\n
Deadlines and \u201climited time\u201d messaging can inspire immediate action. The \u201cfear of missing out\u201d is real, and no one wants to miss out on something good.<\/p>\n
Weak Example:<\/span> Save 50% Here.
\nBetter Example:<\/span> Hurry! Save 50% Before Time Runs Out.<\/p>\n3. How To Get Readers Curious<\/strong><\/p>\n
Everybody loves suspense. However, no one loves clickbait. The key to leveraging curiosity successfully is to get your reader wanting to know more, without obviously overselling yourself.<\/p>\n
Boring Example:<\/span> You\u2019ll Never Believe What\u2019s In This Email.
\nInteresting Example:<\/span> There\u2019s A New Competitor In Town.<\/p>\n4. How To Kick Up Excitement<\/strong><\/p>\n
Enthusiasm spreads. If you\u2019re excited about what you have to offer, then other people probably will be too.<\/p>\n
Weak Example:<\/span> Our 10th Anniversary Is On Saturday.<\/div>\nGood Example:<\/span> It\u2019s Almost Time To Celebrate With Us!<\/div>\n<\/div>\n5. How To Inspire Happiness<\/strong><\/div>\nPeople don\u2019t just buy products; they buy experiences that make them feel good. Show recipients they\u2019re appreciated by going above and beyond what\u2019s expected from an otherwise routine transaction.<\/p>\n
Poor Example:<\/span> Thank You For Your Purchase.
\nBetter Example:<\/span> Thanks For Choosing Us (Here\u2019s An Added Bonus)!<\/p>\n6. How To Ask A Good Question<\/strong><\/p>\n
Closed-ended questions are effective in headlines and subject lines alike. They get readers interested in the topic, and imply that your email will provide the answer<\/p>\n
Weak Example:<\/span> What\u2019s Your Favorite Color?
\nBetter Example:<\/span> How Big Is This Prehistoric Shark?<\/p>\n7. How To Sound Human<\/strong><\/p>\n
Email is an inherently conversational medium. People want to talk to other people. They don\u2019t want to feel like another name on a mailing list, targeted by an automated system. Small touches, such as using words like \u201cyou\u201d and \u201cus\u201d, can help add warmth to your messaging. Using language that\u2019s written the way someone might talk helps too.<\/p>\n
Robotic Example:<\/span> Your Assistance Is Required.
\nHuman Example:<\/span> Could you help us out?
\nPro Tip:<\/span> Consider setting up your email so an actual human name appears in the Sender field. This can sound a little more personal than just using a company\u2019s name.<\/p>\n8. How To Be More Concise<\/strong><\/p>\n
People don\u2019t have a lot of time to read everything in their inbox. You don\u2019t have a lot of space to work with as a writer here, either. Keep things short by cutting out any extraneous words that don\u2019t need to be in your headline.<\/p>\n
Long Example:<\/span> Want to Save Big? Our Sale of The Century Is Happening Now Until Thursday.
\nConcise Example:<\/span> Shop Our Sale Of The Century Now.
\nPro Tip:<\/span> Your goal is always to say as much as possible in the fewest words you can manage. If this is difficult, try rewriting your message a few times while being mindful of length. Look for ways to make the same statement with more brevity.<\/p>\n<\/p>\n
10 Real Subject Line Examples From My Actual Inbox<\/span><\/h3>\n
Next, let\u2019s look at some real subject lines and see what makes them work. We\u2019ll analyze these to see what tactics they use, and which kinds of emotions they inspire. These are real examples from my personal email inbox:<\/p>\n
1. State Farm<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/6.png\")
<\/p>\nI don\u2019t know how State Farm knows I have bad driving habits (I like to think that I don\u2019t, at least). However, this message clearly tells me it\u2019ll help me do something better. It makes a promise to help improve the reader\u2019s life in a small way. Plus, the word \u201ctime\u201d helps invoke a little extra urgency.<\/p>\n
2. Humble Bundle<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/7.png\")
<\/p>\nIf you\u2019re unfamiliar with Humble Bundle, they offer packages of ebooks, software, and other digital goods at pay-what-you-want prices (with a portion of the proceeds going to charity). Here, they\u2019ve done a good job of letting me know time is running out to get this month\u2019s offer. Since I know that once it\u2019s gone, it\u2019s gone for good, there\u2019s added incentive to click.<\/p>\n
3. Pet Smart<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/8.png\")
<\/p>\nThis is a simple sales message from Pet Smart that lets me know three things:<\/p>\n
When I can save (like, immediately).
\nHow much I can save (10%).
\nWhere I can save (at the store).<\/p>\nThe only thing this is missing is a verb to motivate action. However, with limited space to work with, this hits a lot of checkboxes.<\/p>\n
4. Petco<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/9.png\")
<\/p>\nWay to play on my senses of guilt and responsibility, Petco. This subject line inspires an emotional response (people love their dogs). It also tells me what problem this email will solve (helping my dog<\/p>\n
This subject line inspires an emotional response (people love their dogs). It also tells me what problem this email will solve (helping my dog not get the flu), and shows the price right off the bat. A responsible pet owner isn\u2019t going to put a price on their dog\u2019s safety, right?<\/p>\n
5. Hubspot<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/11.png\")
<\/p>\nHubspot is playing up the curiosity angle here. So, what happened when they sent fewer emails? There\u2019s only one way to find out.<\/p>\n
6. Wordstream<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/12.png\")
<\/p>\nNot only does this example from Wordstream tell me what I can do (spend less money), the word \u201clazy\u201d suggests it\u2019ll make my life easier too.<\/p>\n
7. Threadless<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/13.png\")
<\/p>\nIt\u2019s tough to incorporate humor unless it really fits your brand\u2019s voice. However, artist-driven clothing company Threadless knows how to make lighthearted irreverence work. This example succeeds at all of the following:<\/p>\n
Using subtle humor.
\nInspiring curiosity. Why are they embarrassed?
\nIncluding a real person\u2019s name in the Sender field (not pictured here). This helps make this message feel more personal and less corporate.<\/p>\n8. Wired<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/14.png\")
<\/p>\nThis is an emotional appeal to ego. Wired is a prestigious publication, and they\u2019ve got an exclusive offer for me? The word \u201cwaiting\u201d also instills some urgency to get moving.<\/p>\n
9. Matt Cheuvront<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/15.png\")
<\/p>\nProof Branding owner Matt Cheuvront writes awesome motivational newsletters. This is a great example of how to write a short, simple subject line that inspires a positive emotional response in just two words.<\/p>\n
10. Musician\u2019s Friend<\/strong><\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/16.png\")
<\/p>\nThe day I ignore this email will probably be the day I break a guitar. There\u2019s not much to this subject line from Musician\u2019s Friend, but it includes a verb that motivates action and creates urgency (hurry), and implies a benefit (not breaking my guitar).<\/p>\n
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Try Writing Some Subject Lines With These 12 Templates<\/span><\/h3>\n
Now it\u2019s time to use what you\u2019ve learned. Try writing some subject lines using the templates below:<\/p>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/5.png\")
<\/p>\n<\/p>\n
Use Your Headlines For Inspiration<\/strong><\/p>\n
How To Make __________ That Will _________
\n21+ Ways To Grow Your __________
\nDo You Think You Can __________?<\/p>\nYour Subscribers Want To Know What\u2019s In It For Them<\/strong>
\n5 Reasons Why You Should __________
\n__________ While You Sleep
\n[TEMPLATE] 10 Best __________<\/p>\nShow Who They Could Be Like After They Open Your Email<\/strong>
\nHow __________ does __________
\n__________ can afford any __________, he uses __________
\nHow __________ Got __________ In __________<\/p>\nMake It Unique To Stand Out In A Cluttered Inbox<\/strong>
\nReal __________ use __________
\nDiscover the __________
\n__________, __________, and __________?<\/p>\n - Best practices<\/strong> on how to write subject lines<\/strong> yourself.<\/li>\n
- The emotional elements<\/strong> of subject lines that drive clicks<\/strong>.<\/li>\n
![\"\"](\"http:\/\/webcentsmagazine.com\/wp-content\/uploads\/2016\/05\/17.png\")
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