There are a lot of factors that affect email open rates, and whilst your subject line isn’t the ONLY thing, it’s certainly a pretty damn important one.
So if you’ve got a boring subject line that screams “this was something I thought of last minute because I didn’t do my research and didn’t have time,” then your subscribers will have no problem deciding not to waste theirs opening your email.
First impressions count.
I’ve checked my analytics, filtered out my faves and put together 7 of the best types of subject lines for you to steal in your next email campaign.
1. Questions
I’m naturally nosy, so when I see a question, I immediately want the answer. Especially if it’s well-researched and something that I have actually been struggling with. And I bet you’re thinking the same.
Questions can be about the content of the email, about your offer, or about an industry fact. Make sure they are something your audience actually wants to know. You can even use questions you’ve been asked by your clients.
2. Polarising
Subject lines which go against the grain and spark a little controversy are always a good way to get your readers to open. Whether it’s something they disagree with, or an opinion they haven’t heard before, using polarising subject lines will not only make your emails more openable but will also position you as an expert in your field, as someone with insider information.
Be careful not to go overboard with this one, as people will start to spot what you’re doing. A good way to do this is to come at something that seems obvious and industry accepted with an opposing view. Try something like 👉🏼 “Why measuring likes on IG is a total waste of time”
3. Personalisation
Unsurprisingly, using someone’s first name to personalise your subject lines results in a higher open rate. In fact, it can increase open rates by up to 26%, which is pretty significant when you think about how many extra pairs of eyes that could be on your email content.
People like to feel like they are being directly spoken to, and so using some kind of personalised messaging in the subject line will help subscribers feel more valued. Again, don’t overuse this, but for some more relatable emails this can be a powerful tactic.
4. Emotional words
Knowing why people buy is powerful.
In 2018, a study showed that 95% of buyer decisions are subconscious, a huge part of that attributing to emotion. People are motivated by the possibility of achieving certain emotions, and staying away from others. Understanding the emotional response your audience have to their pain points is a pretty huge deal. Being able to overcome these, even in a short subject line, shows not only that you know your audience’s struggles, but that you know the emotional reaction it’s causing them.
Try making a list of pain points that your customers have with some emotions tied to these. Alternatively, think about how your customers will feel AFTER they have interacted with your services, and use that emotion to drive them to open.
You could try “Tired of trying to think of content ideas?” or “Ready to fall back in love with your business?” both of which involve an emotional response.
5. Curiosity
All subject lines that peak curiosity do one thing, they leave you wanting more.
It’s a bit like when your best friend texts you something like, “OMG I’ve got BIG news, but I will tell you later,” unless you have unshakable willpower, you want to know right. this. second!
Evoking a little curiosity in your subject lines can turn another annoying email into something your subscribers can’t resist opening.
6. Humour
One of my favorite types of emails to receive is one that’s a little bit funny.
Storytelling will get you everywhere when it comes to email marketing, and telling a funny or relatable story is going to earn you those extra brownie points when building the likability of your brand.
Creating comedic or tongue in cheek subject lines will humanise your business so your audience feels more connected with you and the people behind the brand. After all, people buy from people.
Behind the scenes, then vs now, and daily musings are all great for humorous content, so don’t be afraid to show a little vulnerability in your brand and show your subscribers something they can relate to.
I love things like “Literally this is so embarrassing!” or “You’re going to laugh when you hear this,” which make me want to get involved in an inside joke.
7. FOMO (Fear of Missing Out)
Now, I’m going to be straight with you, this one is kind of salesy. And for that reason, it should only really be used as your customers are reaching buying point.
That being said, using urgency or fear of missing out is a compelling way to encourage those on the fence to take action. Plus, no-one wants to be on the outside of something incredibly cool, especially when they had the opportunity to be in there.
Use FOMO to encourage those more indecisive subscribers to open these final emails to make sure they aren’t missing out.
