If your subject line is strong, you’ve got a much better chance of your email getting opened. If your subject line is weak, your open rates drop quickly. Your profits do, too. So, how do you create a good subject line?
Avoid the over-hyped, blatant sales approach at all costs. Focus on value. Show your readers how you are going to help them solve a problem. If they feel like your message has value, they are more likely to open it. If your email subject line comes across like a sales pitch, your message has a very strong chance of being trashed.
There are a few components that successful email subject lines have in common. We are going to go over some of them, here. Beyond personalization, make sure your subject lines tap in to at least one of these components:
What’s In It For Me? Your readers are already wondering if they should open the message or just trash it. Give them a self-motivated reason to open your message and find out more. “How To … ” is a good place to start.
Create Curiosity That stuff about curiosity killing the cat makes a great story, but it also gets you a solid open rate. The trick is to craft your email subject lines so that they create a desire for the reader to learn more. You may need to test this one a bit. Examples might start with “Why did this woman …. ” or “What made this guy …. “.
Make The Offer We all like a good deal. Can you solve a problem? Can you fix an issue? Can you save them money? Some of the most successful email marketing campaigns open with the offer right in the email subject line. Examples might start with “Save $25 When You Order Now” or “Sleep Better Tonight” or “Lose 15 Pounds This Month”.
Time Is Running Out This one should be used cautiously. If you use it too often, your readers will become resistant. Make sure there is real scarcity and lead with it. Example might include “Only 15 Left!” or “I Can’t Keep This Offer Available Much Longer”.
Important News If you can share important or relevant news from your industry, this can definitely lead to a higher open rate. Same rule applies: Make sure the content is relevant to your readers’ interests.
The Human Touch This one can work like the curiosity approach. Maybe share a success story or a thank you to your subscribers.
Run your email subject lines through these ideas for analysis. Check your results and make changes along the way. The time you spend on creating good email subject lines can have a huge impact on your open rates and your bottom line.