Email marketing is one of the most effective ways to communicate with your audience, build trust, and generate sales. But before you can reap the benefits of email marketing, you need to get your subscribers to open your emails. And that’s where email subject lines come in.
An email subject line is the first thing that your subscribers see when they receive your email in their inbox. It’s like a headline for your email that summarizes the main message or offer. It’s also a powerful tool to capture your subscribers’ attention, spark their curiosity, and persuade them to click and read more.
But writing email subject lines is not easy. You have to balance creativity, clarity, and relevance in a few words. You also have to stand out from the hundreds of other emails that your subscribers receive every day. And you have to avoid spam filters, spam words, and spam complaints.
So how do you write email subject lines that get opened, read, and clicked? In this blog post, we’ll show you the best practices, tips, and examples for writing irresistible email subject lines that will boost your open rate and engagement.
- Why Email Subject Lines Matter
- The 4 Elements of a Great Email Subject Line
- How to Use Power Words, Emojis, and Personalization in Your Email Subject Lines
- How to Test and Optimize Your Email Subject Lines
- 20 Different Types of Email Subject Lines That Always Work
- What to Not Do While Creating Email Subject Lines
Let’s get started!
Why Email Subject Lines Matter
You might think that email subject lines are not that important, as long as you have great content and offers in your emails. But that’s a big mistake. Email subject lines matter a lot, and here’s why:
Email subject lines affect your open rate.
According to a study by HubSpot, 47% of email recipients open an email based on the subject line alone. That means that if your subject line is boring, vague, or irrelevant, your email will likely end up in the trash or spam folder, without being opened or read.
Email subject lines affect your click-through rate.
Even if your subscribers open your email, they might not click on your links or take action. That’s why you need to write email subject lines that create a sense of urgency, curiosity, or value, and motivate your subscribers to click and learn more.
Email subject lines affect your deliverability.
Spam filters are getting smarter and stricter every day, and they use various criteria to determine whether your email is spam or not. One of those criteria is your subject line. If your subject line contains spam words, misleading claims, excessive punctuation, or all caps, your email might be flagged as spam and never reach your subscribers’ inbox.
Email subject lines affect your brand image.
Your email subject line is the first impression that you make on your subscribers. It reflects your brand voice, personality, and values. If your subject line is catchy, relevant, and respectful, you’ll build trust and loyalty with your audience. But if your subject line is annoying, deceptive, or offensive, you’ll damage your reputation and lose subscribers.
Write email subject lines that invite people to your event
One of the most challenging aspects of event marketing is getting people to open your invitation emails and register for your event. Your email subject line is the first thing that your potential attendees will see, and it can make or break your email campaign.
According to a study by Mailchimp, the average open rate for event invitation emails is 21.21%, which means that almost 80% of your emails are ignored or deleted. How can you increase your chances of getting noticed and attracting more attendees?
The answer is simple: write email subject lines that invite people to your event. Here are some tips and examples to help you craft email subject lines that will make people curious and excited about your event.
Use action verbs:
Action verbs are words that express what you want your recipients to do, such as join, attend, register, save, etc. They create a sense of urgency and excitement, and motivate your recipients to take action. For example, “Join us for an exclusive webinar on…” or “Save your spot for the ultimate workshop on…”.
Use benefits:
Benefits are the reasons why your recipients should attend your event, such as what they will learn, gain, enjoy, etc. They appeal to your recipients’ emotions and needs, and show them the value of your event. For example, “Learn how to grow your business with…” or “Enjoy a night of fun and entertainment with…”.
Use curiosity:
Curiosity is the desire to know more about something that is intriguing or mysterious. It can be a powerful way to capture your recipients’ attention and make them want to open your email and find out more. You can use curiosity by asking a question, making a surprising statement, or teasing some information. For example, “How to achieve anything you want in life (hint: it’s not what you think)” or “You won’t believe who’s coming to our event…”.
Use personalization:
Personalization is the process of tailoring your email subject line to your recipients’ preferences, behavior, or characteristics. It can make your email subject line more relevant and appealing to your recipients, and show them that you care about them. You can use personalization by using their name, location, interests, past actions, etc. For example, “Hey John, don’t miss this opportunity to…” or “Sarah, you’re invited to a special event in your area…”.
These are some of the ways you can write email subject lines that invite people to your event. Remember to always test and optimize your email subject lines to see what works best for your audience and goals. And don’t forget to check out our other sections on email subject line best practices for more tips and examples.
As you can see, email subject lines are crucial for the success of your email marketing campaigns. That’s why you need to learn how to write them well and avoid common mistakes.
Write email subject lines that speak to B2B customers
B2B customers are different from B2C customers in many ways. They are more rational, professional, and goal-oriented. They have longer and more complex buying cycles, and they often involve multiple decision-makers. B2B customers also receive a lot of emails from various vendors and competitors, so they are more selective and skeptical about what they open.
That’s why you need to write email subject lines that speak to B2B customers and address their specific needs, challenges, and interests. Here are some tips and examples to help you craft email subject lines that will make B2B customers want to read your emails.
Use their industry or company name:
One of the easiest ways to personalize your email subject lines for B2B customers is to use their industry or company name. This shows that you have done your research and that you have a relevant offer or solution for them. For example, “How [company name] can save 30% on IT costs” or “The ultimate guide to [industry] marketing in 2023”.
Use their pain points or goals:
Another way to personalize your email subject lines for B2B customers is to use their pain points or goals. This shows that you understand their problems and that you have a valuable proposition or benefit for them. For example, “How to overcome the 3 biggest challenges in [industry]” or “How to achieve [goal] in 90 days or less”.
Use social proof or authority:
A third way to personalize your email subject lines for B2B customers is to use social proof or authority. This shows that you have credibility and trustworthiness, and that you have helped other similar customers achieve success. You can use testimonials, case studies, statistics, awards, endorsements, etc., as social proof or authority. For example, “How [customer name] increased their revenue by 50% with our solution” or “Why [influencer name] recommends our product for [industry]”.
Use curiosity or urgency:
A fourth way to personalize your email subject lines for B2B customers is to use curiosity or urgency. This shows that you have something interesting or important to share with them, and that they should act fast before they miss out. You can use questions, surprises, secrets, deadlines, etc., as curiosity or urgency triggers. For example, “The one thing you need to know about [industry] in 2023” or “Last chance to join our exclusive webinar on [topic]”.
These are some of the ways you can write email subject lines that speak to B2B customers. Remember to always test and optimize your email subject lines to see what works best for your audience and goals. And don’t forget to check out our other subsections on email subject line best practices for more tips and examples. Happy emailing!
Personalized email subject lines best practices
Personalization is one of the most effective ways to make your email subject lines stand out and resonate with your audience. According to a study by Campaign Monitor, emails with personalized subject lines have 26% higher open rates than those without.
But how do you personalize your email subject lines?
Here are some tips and examples to help you craft email subject lines that speak to your subscribers on a personal level.
- Use their name. One of the simplest and most common ways to personalize your email subject lines is to use the recipient’s name. This shows that you know who they are and that you care about them. For example, “Hey John, here’s a special offer just for you” or “Sarah, you won’t believe what we have for you”.
- Use their location. Another way to personalize your email subject lines is to use the recipient’s location. This can help you create a sense of relevance and urgency, especially if you have a local or regional offer or event. For example, “Londoners, don’t miss this amazing deal” or “How to enjoy the best of New York this weekend”.
- Use their interests. A more advanced way to personalize your email subject lines is to use the recipient’s interests, preferences, or behavior. This requires you to segment your email list based on different criteria, such as purchase history, browsing activity, survey responses, etc. This can help you tailor your email subject lines to what your subscribers care about and want. For example, “You’ll love these books, based on your recent reads” or “Since you liked this product, you might also like this one”.
- Use emojis. Emojis are a fun and easy way to add some personality and emotion to your email subject lines. They can also help you convey your tone and message more clearly, especially if you use humor or sarcasm. However, be careful not to overuse emojis or use them inappropriately, as they might not suit your brand voice or audience. For example, “🎁 You’ve got mail! Open for a surprise” or “😍 You’re awesome! Here’s a thank you gift”.
These are some of the ways you can personalize your email subject lines for better results. Remember to always test and optimize your email subject lines to see what works best for your audience and goals. Check out our other sections on email subject line best practices for more tips and examples.
Email subject line regulations you need to know
Email subject lines are not only important for attracting your audience’s attention and increasing your open rates, but also for complying with the email laws and regulations in different countries and regions. Failing to follow these rules can result in spam complaints, legal actions, and hefty fines.
Different email regulations have different requirements for email subject lines, but some common principles apply to most of them.
Here are some of the best practices you should follow to ensure your email subject lines are compliant and ethical:
- Use a recognizable sender name: Make sure your sender name matches your brand name or identity, and is consistent across your email campaigns. This will help your recipients recognize you and trust your emails. Avoid using generic or misleading sender names that may confuse or deceive your recipients.
- Use descriptive subject lines: Ensure your subject lines accurately reflect the content of your emails. Avoid deceptive or misleading subject lines that may confuse or mislead recipients. For example, don’t use “Re:” or “Fwd:” if your email is not a reply or a forward. Don’t use false or exaggerated claims or promises that you can’t deliver. Don’t use spammy words or phrases that may trigger spam filters or violate anti-spam laws.
- Include opt-out information: Provide a clear and easy way for your recipients to unsubscribe from your email list if they no longer want to receive your emails. Include a link or instructions to opt out in every email you send, and honor the requests promptly. Don’t hide or obscure the opt-out information, or make it difficult or impossible to unsubscribe.
- Respect the recipient’s preferences: Only send emails to people who have given you their consent to receive them, either by opting in or by having an existing business relationship with you. Don’t send unsolicited emails to people who have not given you permission, or who have opted out of your list. Don’t buy or rent email lists from third parties, as they may not be verified or compliant.
These are some of the basic rules you should follow when writing email subject lines for compliance purposes. However, depending on where you and your recipients are located, you may need to comply with specific email regulations that have additional requirements or restrictions. In the next section, we’ll show you the four elements of a great email subject line and how to use them in your emails.
The 4 Elements of a Great Email Subject Line
Not all email subject lines are created equal. Some are catchy, clear, and compelling, while others are dull, confusing, and boring. So what makes the difference? According to experts, there are four elements that every great email subject line should have:
1. Relevance
Your email subject line should match the content and purpose of your email. It should also match the expectations and interests of your subscribers. You can use segmentation, personalization, and targeting to make your subject lines more relevant and specific to your audience.
2. Clarity
Your email subject line should be clear and concise. It should communicate the main benefit or value proposition of your email in a few words. You should avoid jargon, acronyms, or vague terms that might confuse or mislead your subscribers. You should also use proper grammar, spelling, and punctuation to avoid errors and misunderstandings.
3. Creativity
Your email subject line should be creative and catchy. It should stand out from the crowd and grab your subscribers’ attention. You can use power words, emojis, humour, questions, or stories to make your subject lines more engaging and memorable. You can also use curiosity, urgency, or exclusivity to spark interest and intrigue.
4. Credibility
Your email subject line should be credible and trustworthy. It should deliver on its promise and not disappoint your subscribers. You should avoid using spam words, false claims, or exaggerated offers that might trigger spam filters or damage your reputation. You should also use social proof, testimonials, or authority to boost your credibility and authority.
These are the four elements of a great email subject line that you should aim for in your emails. In the next section, we’ll show you how to use power words, emojis, and personalization in your email subject lines to make them more effective and appealing.
How to Use Power Words, Emojis, and Personalization in Your Email Subject Lines
One of the ways to make your email subject lines more creative and catchy is to use power words, emojis, and personalization. These are some techniques that can help you enhance your subject lines and make them more appealing to your subscribers. Let’s have a look at how they function and how to use them:
Power words
Power words are those that elicit an emotional response from your readers. They can make your subject lines more persuasive, exciting, or intriguing. Some examples of power words are: amazing, ultimate, secret, free, guaranteed, proven, etc.
You can use power words to highlight the benefits, urgency, or exclusivity of your offer or content. For example, \”How to Design an Amazing Resume in 5 Minutes\” or \”The Ultimate Guide for Email Marketing (Free pdf)\”.
Check out our blog on 350+ Power Words that Will Make Your Content More Effective for a complete guide on how to use power words with a list of 350+ examples according to their different types.
Emojis
Emojis are symbols or icons that represent emotions, objects, or concepts. They can make your subject lines more visual, expressive, or fun. Some examples of emojis are 😍, 🚀, 🎁, etc. You can use emojis to convey your tone, mood, or personality.
You can also use emojis to complement or replace words in your subject lines. For example, \”How to Enhance your Productivity 🚀\” or \”You will not believe what we have in store for you 🎁.\”
Personalization
Personalization is the process of tailoring your subject lines to your subscribers’ preferences, behaviour, or data. You can use personalization to make your subject lines more relevant, specific, or friendly. Some examples of personalization are: using your subscribers’ name, location, birthday, purchase history, etc.
You can use personalization to show that you care about your subscribers and that you know them well. For example: “Hey John, happy birthday! Here’s a gift for you” or “Sarah, you left something in your cart”.
These are some of the ways to use power words, emojis, and personalization in your email subject lines to make them more effective and appealing.
However, you should use them sparingly and wisely, as too much of them can make your subject lines look spammy or annoying. You should also test and measure the impact of these techniques on your open rate and click-through rate to see what works best for your audience.
In the next section, we’ll show you how to test and optimize your email subject lines for better results.
How to Test and Optimize Your Email Subject Lines
Writing email subject lines is not a one-time task. You need to constantly test and optimize your subject lines to improve your performance and achieve your goals. Testing and optimizing your subject lines can help you discover what works best for your audience, what resonates with them, and what drives them to take action. Here are some steps you can follow to test and optimize your email subject lines:
Define your goal.
Before you start testing, you need to define what you want to achieve with your email subject lines. Is it to increase your open rate, click-through rate, conversion rate, or something else? You also need to define how you will measure your success and what metrics you will use.
Choose a testing method.
There are different methods you can use to test your email subject lines, such as A/B testing, multivariate testing, or split testing. A/B testing is the simplest and most common method, where you test two versions of your subject line against each other and see which one performs better.
Multivariate testing is a more advanced method, where you test multiple variations of your subject line and see which combination performs best. Split testing is a method where you divide your audience into segments and send them different subject lines based on their characteristics or behaviour.
Choose a testing tool.
There are different tools you can use to test your email subject lines, such as email marketing platforms, analytics tools, or subject line testers. Email marketing platforms are tools that allow you to create, send, and track your email campaigns. They usually have built-in features for A/B testing or multivariate testing.
Analytics tools are tools that allow you to measure and analyze your email performance and results. They usually have features for tracking open rate, click-through rate, conversion rate, etc.
Subject line testers are tools that allow you to evaluate and score your email subject lines based on various criteria such as length, word choice, sentiment, etc. They usually have features for generating suggestions or recommendations for improving your subject lines.
Run the test.
Once you have chosen your goal, method, and tool, you can run the test and see how your subject lines perform. You should run the test for a sufficient amount of time and with a sufficient sample size to get reliable and valid results.
You should also control for external factors that might affect your results, such as time of day, day of the week, seasonality, etc.
Analyze the results.
After running the test, you need to analyze the results and see which subject line performed better and why. You should look for patterns, trends, or insights that can help you understand what makes a good subject line for your audience. You should also compare the results with your goal and see if you achieved it or not.
Implement the changes.
Based on the results of the test, you need to implement the changes and use the winning subject line for your email campaign. You should also document the results and learnings from the test and use them for future reference or improvement.
These are some of the steps you can follow to test and optimize your email subject lines for better results.
However, you should remember that testing and optimizing is an ongoing process that requires constant experimentation and learning. You should always keep testing new ideas and strategies to keep up with the changing preferences and behaviour of your audience.
In the next section, we’ll show you 10 types of email subject lines that always work and how to use them in your emails.
20 Different Types of Email Subject Lines That Always Work
There are many types of email subject lines that you can use to attract and engage your subscribers. However, some types tend to work better than others, regardless of your industry, niche, or audience. These are the types of email subject lines that have proven to be effective and successful over time. Here are 10 types of email subject lines that always work and how to use them in your emails:
1. How-to
How-to subject lines are subject lines that teach or show your subscribers how to do something. They appeal to your subscribers’ curiosity, desire, or pain point. They also imply value and usefulness. \”How to Write an Excellent Sales Page in Fifteen Minutes\” or \”How to Avoid Spending $1000 on Your Upcoming Vacation\” are two examples.
2. List
List subject lines are subject lines that present a number of items, tips, ideas, or examples related to your topic. They appeal to your subscribers’ curiosity, interest, or need. They also imply value and simplicity. For instance, \”10 email subject line examples that will explode your response rate\” or \”11 ways to improve your productivity immediately\”.
3. Question
Question subject lines are subject lines that ask your subscribers a question related to your topic. They appeal to your subscribers’ curiosity, emotion, or problem. They also imply value and relevance. For instance, \”Do you commit these 5 major email marketing mistakes?\” or “What’s the one thing that’s holding you back from success?”.
4. Testimonial
Testimonial subject lines are subject lines that feature a quote, review, or feedback from a customer, user, or expert related to your topic. They appeal to your subscribers’ trust, social proof, or aspiration. They also imply value and credibility. For example: “How I made $10k in one month using this tool” or “This is what Oprah said about our product”.
5. Announcement
Announcement subject lines are subject lines that announce a new product, feature, offer, or event related to your topic. They appeal to your subscribers’ curiosity, excitement, or fear of missing out. They also imply value and urgency. \”Introducing our new and upgraded email marketing software\” or \”Last chance to register for our live conference today\” are two examples.
6. Story
Story subject lines are subject lines that tell a story or share an experience related to your topic. They appeal to your subscribers’ curiosity, emotion, or empathy. They also imply value and entertainment. For example: “How I quit my job and travelled the world for a year” or “The worst email I ever sent (and what I learned from it)”.
7. Challenge
Challenge subject lines are subject lines that challenge your subscribers to do something related to your topic. They appeal to your subscribers’ curiosity, motivation, or competitiveness. They also imply value and action. For example, \”Can you compose an email subject line in 2 minutes?\” or, \”I challenge you to try this for 28 days.\”
8. Benefit
Benefit subject lines are subject lines that highlight the benefit or value proposition of your topic. They appeal to your subscribers’ desires, pain points, or goals. They also imply value and solution. For example: “How to get more traffic, leads, and sales with email marketing” or “The secret to writing email subject lines that get opened”.
9. Curiosity gap
Curiosity gap subject lines are subject lines that create a gap between what your subscribers know and what they want to know about your topic. They appeal to your subscribers’ curiosity, interest, or intrigue. They also imply value and mystery. For example: “The one thing you should never do in email marketing” or “You won’t believe what this email did for my business”.
10. Personalization
Personalization subject lines are subject lines that use personalization techniques such as using your subscribers’ name, location, birthday, purchase history, etc. They appeal to your subscribers’ attention, relevance, or friendliness. They also imply value and connection. For example: “Hey John, happy birthday! Here’s a gift for you” or “Sarah, you left something in your cart”.
11. FOMO
FOMO (fear of missing out) is a psychological trigger that causes those who receive your emails to act instantly in order to prevent missing out on an opportunity. You can use FOMO subject lines to create a sense of urgency, scarcity, or exclusivity for your topic. For example: “Last chance to get 50% off our best-selling product” or “You’re invited to our exclusive VIP event (limited spots available)”.
12. Funny
Funny subject lines are subject lines that use humour, sarcasm, or irony to make your subscribers laugh or smile. You can use funny subject lines to make your topic more entertaining, memorable, or relatable. For instance, \”How to Reduce Your Weight Without Cutting Down Pizza\” or \”You Have Been Included on the Naughty List (Here\’s How to Get off It)\”.
13. Catchy
Catchy subject lines are subject lines that use catchy words, phrases, or rhymes to make your topic more appealing, interesting, or memorable. You can use catchy subject lines to make your topic stand out from the crowd, grab attention, or spark curiosity. For example, \”How to Write Email Subject Lines That Get Your Audience Say Ooh!\” or “The ultimate cheat sheet for email marketing success”.
14. Vanity
Vanity subject lines are subject lines that appeal to your subscribers’ ego, pride, or self-esteem. You can use vanity subject lines to make your topic more flattering, aspirational, or motivational. For example: “How to become an email marketing superstar in 30 days” or “You’re awesome! Here’s why”.
15. Greedy
Greedy subject lines are subject lines that appeal to your subscribers’ desire, greed, or ambition. You can use greedy subject lines to make your topic more enticing, valuable, or irresistible. For example: “How to get more traffic, leads, and sales with email marketing” or “The secret to writing email subject lines that get opened”.
16. Customer pain points
Customer pain points are the problems, challenges, or frustrations that your subscribers face and that your topic can solve. You can use customer pain points subject lines to make your topic more relevant, empathetic, or solution-oriented. For example, \”How to Combat Email Marketing Overwhelm\” or \”The Greatest Email Marketing Sin You\’re Doing (and How to Fix It)\”.
17. Retargeting
Retargeting subject lines are subject lines that target your subscribers who have shown interest in your topic but have not taken action yet. You can use retargeting subject lines to remind them of the benefits, value, or urgency of your topic and persuade them to take action. For example: “Hey John, you left something in your cart” or “Sarah, don’t miss this amazing offer (ends today)”.
18. Straightforward
Straightforward subject lines are subject lines that are clear, simple, and direct. They tell your subscribers exactly what your topic is about and what they can expect from it. You can use straightforward subject lines to make your topic easy to understand, honest, and trustworthy. \”How to Compose a Blog using SEO,\” for example, or \”Email Marketing Guidelines for Beginners.\”
19. Newsletter
Newsletter subject lines are subject lines that announce the arrival of your newsletter and give a preview of what’s inside. They tell your subscribers what kind of content they can expect from your newsletter and why they should open it. You can use newsletter subject lines to make your newsletter informative, valuable, and consistent. For example: “Your monthly email marketing update is here” or “What’s new in email marketing this week”.
20. Sales
Sales subject lines are subject lines that promote a product, service, or offer related to your topic. They tell your subscribers what kind of benefit they can get from buying or trying your product or service and why they should do it now. You can use sales subject lines to make your product or service attractive, irresistible, and urgent. For example: “How to get 50% off our best-selling product (today only)” or “Try our new email marketing platform for free (no credit card required)”.
These are 20 different types of email subject lines that always work and how to use them in your emails. However, you should remember that there is no one-size-fits-all formula for writing email subject lines. You should always test and optimize your subject lines based on your audience’s preferences and behaviour.
I hope this helps you write better email subject lines for your blog post and for your email marketing campaigns.
What to Not Do While Creating Email Subject Lines
While there are many types of email subject lines that work well, there are also some types of email subject lines that don’t work well and that you should avoid. These are the types of email subject lines that can harm your reputation, deliverability, or performance. Here are some examples of what to not do while creating email subject lines:
Don’t use spam words.
Spam words are words that are commonly used by spammers and that can trigger spam filters or spam complaints. Some examples of spam words are: free, guarantee, urgent, click here, buy now, etc. You should avoid using these words in your subject lines as they can make your emails look spammy or suspicious.
Don’t use false or misleading claims.
False or misleading claims are claims that are not true or accurate and that can deceive or disappoint your subscribers. Some examples of false or misleading claims are: you’ve won a prize, you’ve been selected, you’re the only one, etc. You should avoid using these claims in your subject lines as they can damage your credibility and trustworthiness.
Don’t use excessive punctuation or capitalization.
Excessive punctuation or capitalization are punctuation marks or capital letters that are used too much and that can make your subject lines look unprofessional or annoying. Some examples of excessive punctuation or capitalization are: !!!, ???, ALL CAPS, etc. You should avoid using these in your subject lines as they can reduce your readability and deliverability.
Don’t use generic or boring subject lines.
Generic or boring subject lines are subject lines that are too vague, common, or dull and that can make your emails look uninteresting or irrelevant. Some examples of generic or boring subject lines are: newsletter, update, hello, etc. You should avoid using these in your subject lines as they can lower your open rate and engagement.
These are some examples of what to not do while creating email subject lines. By avoiding these mistakes, you can improve your chances of writing email subject lines that get opened, read, and clicked.
Takeaway
Email subject lines are crucial for the success of your email marketing campaigns. They can help you boost your open rate, click-through rate, conversion rate, and revenue. To write email subject lines that work, you need to follow these four elements: relevance, clarity, creativity, and credibility. You also need to test and optimize your subject lines based on your audience’s preferences and behaviour. To help you get started, we shared 20 different types of email subject lines that always work and how to use them in your emails. Try them out and see the difference they make in your email performance.
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