How to write an email subject line that gets opened

The subject line of an email is just a small part of the message, but it creates the first impression on the recipient. And it's the subject line that determines whether the email will be noticed in a crowded inbox.

If you want your email to be opened and read, start with the subject line. In today's article, we'll discuss how to liven up your subject line and increase email engagement.

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ARTICLE CONTENT:

• How to write a subject line for an email that will be opened?
• What should be the subject line of an email?
• What Not to Do in an Email Subject Line
• Email Subject Line Writing Algorithm

How to write a subject line for an email that will be opened?

To increase user engagement whenemail newsletterMarketers use the following techniques:

Urgency– an effective way to motivate people to take action. Seeing a limited-time sale or promotion, recipients will open the email to see if they're missing anything important. There's a practice of sending a series of emails with a countdown window of opportunity. But it's important not to overdo it, to avoid irritating recipients and ending up in the spam folder.

Curiosity– a terrifying force, dating back to the days of Pandora. If the email subject line contains some element of mystery, curiosity will prompt further information. However, the subject line should still speak to the service and brand, otherwise it will be perceived as spam.

Question in the subject line– is also a way to spark curiosity. For example, you can ask: "Have you made these same mistakes when promoting your website?" or "What do your clients say?"

Gifts and promotions.People love gifts. Including a free offer or discount on a product or service in the subject line will increase your email's chances of being opened.

Personalization.When planning your email, try to target a specific person: their profession, name, or other familiar characteristics. People like the sound of their own name, which creates a sense of familiarity and increases click-through rates.

Segment your lists. Sending a meat restaurant offer to a vegetarian won't attract a customer. Personalize your emails using information about the actions your customers have taken: what forms they've filled out, what industries they work in, what their personal preferences are. Personalization and segmentation processes can beautomated.

Relevance and timelinessWhen people subscribe to a newsletter, they want to stay informed about a specific topic. Mentioning relevant information in the email subject line helps establish your brand as an authority in your industry and encourages open rates.

Famous names.People's attention is drawn to celebrities. Knowing your target audience's preferences, you can engage them by mentioning their name in your subject line if it's somehow related to your brand.

Interesting story.People love stories. If your email subject line hints at the story it contains, interest will prompt the recipient to open the email. Important: the story must be relevant to your brand.

A sense of exclusivity and belonging.Belonging to a specific group strengthens loyalty and drives conversions. The right phrase can highlight the recipient's uniqueness:

"Only for our beloved clients"

"For club members only"

"For subscribers only"

Numbers.As with headlines, using numbers in the subject line is an effective email marketing technique. You can include a discount amount, describe a numerical advantage of a specific resource, etc., for example: "Become the 1,000th attendee at our event!"

Action-oriented verb.Sentences that begin with an action verb encourage interactivity. For example, "Increase your reach by 50% today" is more engaging than "How to increase your reach."

Jokes.Most people love jokes. The key is appropriateness and the right dosage.

What should be the subject line of an email?

1.The topic should be short.Otherwise, it will simply be cut off, especially when viewed onmobile devicesAh. And since about 50% of emails are opened on mobile devices, it's recommended to keep the subject line to 50 characters. Simplify and shorten.

2. Sign the letter with your own name.It's good when there's a real person behind the letter, not a faceless organization. For example:

3. Don't make false promises.An email subject line makes certain promises to the reader that are important to keep. Unfulfilled expectations anger and create distrust in the future, leading to lower open rates and increased unsubscribe rates.

4. Set up the preview.If you don't set the preview text yourself, mail will do it automatically and it can look quite chaotic.

What not to do in an email subject line:

DO NOT SHOUT IN CAPS LOCKAnd don't overuse exclamation marks!!! Firstly, people don't like being yelled at, and secondly, such an email subject line looks like spam.

Don't use a question and an exclamation at the same time?!!This topic may automatically end up in your spam folder:

"Want a quick solution? Act now!"

Servers often mark emails containing question marks and exclamation marks as spam. Furthermore, excessive expressiveness can be off-putting to the audience.

So, let's move on to writing the email subject itself. Where do you start and what steps should you take?

Email Subject Line Writing Algorithm

1. Determine the purpose of the email.

Why are you sending an email? Determine the purpose of the email and use it as a basis for brainstorming ideas.

2. Choose a call to action

What will compel the user to open the email? A discount? A gift? Important information? What will be enticing enough to interest the customer in seeing or learning more?

3. Write several topic options

Write several similar topics, using different words and tones. It's best to have several different ideas to avoid getting stuck on one.

4. Ask for feedback

Ask your colleagues to read the topics and share their opinions. More input will help you refine your ideas.

5. Learn from successful examples

When thinking about email subject lines, we often look for inspiration in examples from people or companies whose work we admire. These examples help us come up with new ways to approach our topic.

6. Conduct A/B testing of selected topics

Some methods work well for some companies and not for others. You need to figure out what works best for your specific audience usingA/B testing.After testing, choose the most effective email subject line and use it in your marketing campaign.

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