Email subject lines are my kryptonite. I imagine myself in an epic battle with an email—I have it in a chokehold, writing the final thoughts, then wrestling it to the ground with brute strength as I put the final touches on a call-to-action. The email pulls a hunk of kryptonite out of its pocket. It laughs, menacingly. I feel myself getting weaker, struggling, softening. My fingers tremble, my brain shuts down and I slip into unconsciousness as the subject line remains incomplete.
Ok, maybe it’s not that dramatic, and maybe I’m not Superman (or am I?). But subject lines are challenging to create and a crucial part of your email. In fact, 35% of email recipients open email based on the subject line alone, and 69% of recipients report email as spam based on subject line alone.
A compelling subject line will make or break your email open rate. If you’re looking for your content to be opened, read, clicked and converted, then keep reading for tips on how to boost engagement and get your prospects excited about what you’re offering.
Practice Personalization
One of the best ways to improve your email open rates is personalization. We don’t just mean carelessly throwing a name in the subject line for the heck of it, either. As with anything, put a little thought into it first.
Subject lines using “you” were opened 5% less than those without, so rather than addressing your customers as such, include their first name. The same source showed subject lines with personalization included were opened 22.2% more than those without it. Adding a recipient’s first name in the subject line makes the consumer feel like you’re building rapport. Try subject lines like:
- “Hey Bob, ready for summer?”
- “Susan, people are looking at your profile…”
- “Amy, 30% off online purchases!”
Search your own inbox, and you’re likely to find plenty of examples and inspiration. Personalization is a great way to make your emails stand out in a cluttered inbox. Remember, inboxes are inundated with emails daily. Addressing someone explicitly will unlock more opportunities and increase your email open rates.
Limit the Length
You know what’s worse than Brussels sprouts? While I’d normally say, “not much,” I’d argue that lengthy, wordy subject lines are (maybe). With 40% of emails being opened on a mobile device first, a best practice is to keep it short and sweet. Laboring over long-winded subject lines not only wastes your precious time, but proves to be ineffective as well.
Protracted subject lines achieved only a 10.92% open rate, according to Contact Monkey, while a simple subject line such as Re: had a 92% open rate. Experts recommend sticking to a subject line of 50 characters or fewer and cutting out the unneeded verbiage for a lean, mean subject line. Most mobile devices only show 4-7 words max, so use concise, action-oriented words to grab attention and convey your message.
Convey Urgency
Act now! 24 hours! Today only! How do these phrases make you feel? If you’re like most email users, they convey a sense of urgency. Imparting urgency and exclusivity in subject lines almost always means a higher open rate. Subject lines with the word “tomorrow” included were opened 10% more. That same source found emails experienced a 61.8% increase in open rates when subject lines contained the word “alert.”
Try using phrases like:
- Last chance
- Don’t miss out
- Offer expires
- Limited time
Integrate these phrases into your subject lines, and as always, A/B test options. If you’re looking for an immediate reaction, inject a few of these keywords and reap the benefits of an increased open rate.
Use Numbers and Questions
Data and numbers are your friends. So are questions and even emoji. Using these tools in subject lines is a proven way to increase open rates and engage consumers. While each are equally important, let’s address them separately.
Data and numbers can be used in any piece of content marketing to engage consumers and raise curiosity. Numbers, rather than copy-laden subject lines are a great way to stand out in an inbox full of boring subject lines, and they demonstrate a clear and concise message about the email you’re sending. Examples of numbers in subject lines could be:
- 25 ways to improve Ninja skills
- 10 tips for killer pizza sauce
- 5 things you need to know about unicorns
Other ways to use numbers in your subject lines could be to refer to a title, page length of an offer, discount or a benefit of your product or service that includes numerics.
Asking a question in the subject line is another way to draw attention to your email in a crowded inbox. When you do ask questions, make sure they are relevant to your buyer personas. Some examples of ways to use questions are:
- What’s holding back your marketing?
- Are you ready for March Madness?
- Do you want to know more about puppies?
Questions should relate to your buyer personas’ pain points, needs and interests, so they feel compelled to click. If you are asking a question, refer back to the rule of keeping things short and ask clear and concise questions.
Adopt Emoji
An increasing number of businesses are using emoji in subject lines. Brands that adopt this new type of subject line are reaping major benefits. Emoji not only draw attention to emails, but increase open rates. In fact, 56% of companies that are using emoji in subject lines had higher open rates.
Some things to consider before tossing emoji in your subject lines are your buyer personas and the tone of the email. Obviously, if the email is being sent to a serious, older demographic, you may want to hold off on the emoji. Millennials and younger generations are incredibly familiar with emoji, and with these groups, emoji is especially effective.
Lastly, make sure it’s relevant. Using emoji for the sake of using emoji will read poorly with your audience. Campaign Monitor gives us some really great examples of how to appropriately and effectively use emoji in subject lines.
To Sum it Up…
Get creative, don’t spend too much time on crafting your subject lines and keep it simple. Consumers have limited time and full inboxes, so stick out but don’t overthink it. A great place to get real-life examples is your own inbox. Take a look at the emails you open. Remember, we’re all human and want to be addressed that way.
