Email marketing is one of the most valuable and cost-effective marketing methods available today. Your subject line represents your first (and possibly last) chance to make a good impression. That’s why mastering the art of the subject line should be the number-one priority of any email marketer. As copywriting legend Joe Sugarman says, “The sole purpose of the first sentence in an advertisement is to get you to read the second sentence of the copy.” The subject line is your first sentence—and you never get a second chance to make a first impression—so make sure it compels the reader to view everything that comes after it.
Email subject line best practices
Here are 15 tips for mastering the art of your marketing email subject line.
1. Keep it short. About half of all users open their emails on a smartphone. Because mobile devices only display the first five or six words in a subject line, brevity is key.
Examples:
- Quick question
- The perfect solution
2. Be informational. Your readers are busy. Do them a favor and put the most important information upfront in your subject lines.
Examples:
- Our newest product is here!
- Marketing automation webinar: June 14
3. Personalize it. Emails with personalized subject lines are 22.2 percent more likely to be opened. While personalization can go beyond someone’s name, it’s a good place to start.
Examples:
- Thanks for joining us, Tom
- Debbie, a special link for you
4. Convey urgency. Words that imply urgency appeal to the pleasure centers of our brains with the promise of right-now rewards that are just a click away.
Examples:
- Don’t miss out on this special offer
- Last day to register
5. Use lists. There’s a reason we love lists—they work. Lists provide content in bite-sized formats that are easily consumable. Plus, using numbers in your subject lines boosts open rates.
Examples:
- 10 must-have marketing tools
- 6 keys to marketing success
6. Offer a how-to solution. The how-to subject line quickly answers the question “what’s in it for me?” If your how-to topic is valuable, open rates can soar.
Examples:
- How to boost lead generation
- How to protect customer data
7. Use statistics. In an age of analytics and data, readers love statistics. Using a statistic in your subject line offers objective information and piques reader curiosity.
Examples:
- 82% of bosses will allow employees to work from home
- SEO drives >1000% more traffic than organic search
8. Offer a sneak peek. Everyone wants to be the first to know something. If you have a valuable opportunity, offering exclusives or sneak peeks are a great way to get your email opened.
Examples:
- Exclusive look: our reimagined showroom
- Be the first to try our new marketing software
9. Use power words. The most powerful words for email subject lines vary by industry and target audience. Focus on language that communicates benefits over features. Not sure what makes a word powerful? Here’s a list of more than 400 power words.
Examples:
- Increase your inbound leads
- The ultimate guide to SEO
10. Offer an incentive. Great offers mean great responses. Feature the incentive in your subject line to entice your readers to open the email.
Examples:
- 30-day free trial
- Free guide: 15 Ways to Promote Your Thought Leadership Content
11. Play to their fears. We all worry about making mistakes. Playing to your audience’s fears can increase your open rates and let you show how you offer solutions to their most common problems.
Examples:
- Stop wasting marketing dollars
- Don’t make these 10 website mistakes
12. Test, test, test. To see if your subject line is a winner, use free subject line evaluators like Omnisend and CoSchedule. Also consider an A/B test to see which subject lines are working and which aren’t.
13. Avoid spam triggers. Not only can words like “no cost,” “urgent” and “not spam” trigger an email filter, your reader will likely tune out your message. Here’s a list of common email spam trigger words.
14. Watch punctuation, spelling and symbols. Of course, you want your subject line to be error-free, but avoid WORDS IN ALL CAPS, unnecessary s p a c i n g, dollar signs $$$ and multiple exclamation points!!!
15. Use emojis sparingly. Emojis may be fine for personal texts, but they may not have a place in your company’s marketing outreach. If you do include emojis in your subject lines, don’t use more than one at a time, test the message on several email systems and use them to supplement words, rather than replace them.
Open vs. delete
Your audiences get hundreds of emails every day, but only a handful get opened. Those that do have a catchy, power-packed and compelling subject line. You spend time and resources crafting your email messaging and developing campaigns. Don’t neglect the most important part—the subject line. In case you were wondering, our subject line (and headline) for this newsletter scored 89 percent and we tested a dozen different versions before choosing it. To learn more about developing marketing messages that resonate with your target audiences, schedule a call with one of our experts.
