No matter how much the marketing world evolves, a compelling email can powerfully sway audiences. And yet, the impact of an email can quickly dissipate if it doesn’t get opened in the first place. The key? A strong subject line. As the gatekeeper, an email subject line needs to captivate the reader. With multiple messages crowding recipients’ inboxes, a stand-out subject line can influence whether the email is opened or tossed into the trash. So, what can you do to make your subject lines jump out? Try these strategies, of course!
1. Use Personalization
Think of personalized subject lines like an effective ice-breaker at a party your friend dragged you to. There’s a crowd of people you don’t know when someone suddenly calls you by name – instantly, you feel noticed and more at ease. Personalized subject lines work the same way. Including a recipient’s name or aspect of interest can make them feel special, increasing their desire to open and review the email. More so, personalized subject lines can help convince recipients that the email content is tailored specifically to them, appealing to their sentimentality.
Example: “Sarah, We Have the Perfect Car Just For You!”
2. Incorporate a Fear of Missing Out (FOMO)
This may have become an entirely overused phrase, but bear with us because its relevance to subject lines is striking. Humans want to feel included and part of the social scene, especially if participation opportunities are limited. Often, this dread of being left out can quickly cause panic and discomfort. Naturally, email subject lines triggering this very sense of urgency and fear are effective motivators for opening emails. In fact, OptinMonster credits subject lines with these elements as having a 22% greater open rate than emails without FOMO. Whereas people would generally wait to check their emails, FOMO-based subject lines can encourage recipients to open (and read!) emails much faster. So, no matter how tired you might be of it, it looks like FOMO is staying in the digital marketers’ dictionary for a long time!
Example: “Last Chance – Special Holiday Offer Ends in TWO Days!”
3. Be Short and Concise
Let’s be honest– all the noise around us makes concentrating on one thing difficult. Attention spans are shorter, irritability factors are higher, and content options are limitless. As a result, long and overly-descriptive subject lines are a surefire way to diminish recipient interest. Instead, short, to-the-point subject lines are essential to capture attention. Short subject lines convey clear, direct information, relieving the chances of misinterpretation or confusion. More so, concise email subject lines are also crucial for mobile optimization. Longer subject lines can get choppy or hidden on phone screens, while shorter ones are much more likely to be displayed in entirety.
Example: “Your Weekly Fashion Insights”
4. Provide Value
Email subject lines that offer value are more likely to captivate recipients, especially in a society motivated by personal benefit. First off, you might be wondering what value is. Value conveys to recipients that an email’s content can help make their lives easier, encouraging them to open (the email). Essentially, value-based subject lines appeal to recipients by projecting a “What’s in it for me?” message. With people constantly hunting for advice/tools to optimize their daily lives, a subject line boasting recipient benefits can effectively tempt audiences.
Example: “Top Tips to Improve Dry Skin”
5. Ask a Question
Intrigue and curiosity pique audiences’ interest, motivating them to engage with content. Subject lines with questions are pivotal for this very reason. Questions in subject lines can create mystery around an email’s content, persuading recipients to open emails for that “Ah, so that’s what it meant” moment. They can also initiate a conversational, one-to-one interaction with a recipient instead of being solely promotional. Likewise, questions can prompt an internal guessing game within audiences, driving open rates by making recipients want to confirm if their thoughts align with the email’s content.
Example: “What is One Must-Have Clothing Item You Should Buy?”
Conclusion
Subject lines are an email’s first impression; if positive, recipients will be more likely (and eager) to open the email. If the subject line is uninteresting, the email will land in the trash, with subsequent messages from the same sender likely following suit. Email marketing is the initial contact point between brands and consumers; however, this connection can only develop if emails are opened. Following the above strategies can help entice audiences and boost open rates, ensuring that brand-audience relationships are well-developed and nurtured from the beginning.
Share
Related Posts
