‘Don’t Miss This Crazy Deal!’ It wouldn’t get your attention, would it?
That sales-y email subject line. You know the ones; the emails that pop up in your inbox every week but go unopened because the subject sounds boring… or like the same old marketing you’re bombarded with daily.
So why would your list of potential customers open your email specifically? They’ve got plenty of helpful, intriguing emails coming into their inbox daily, pushing offers, discounts, tips and tricks. What can you do to make your subject line stand out and earn that all-important open?
Well, I’m glad to say that there are some pretty clear-cut ways you can craft an effective subject line. These are practical methods I’ve been using for my own email marketing clients for years.
Take a look at this…
Your Customer-Winning Subject Line Starts Here
The subject line is your first (and often only) chance to get someone’s attention. Sadly, it doesn’t matter how beautifully written or graphically designed your newsletter, sales or nurture email is if no one is opening it to begin with.
You could have the best offer of the century in your next email, something that every single subscriber would go for in a heartbeat, but without a solid subject line, that email goes unopened.
The thing is, people receive 30+ emails per day, so you’re competing for attention that’s already divided. Good subject lines, the ones that get opened, read and acted on, aren’t about tricks or gimmicks. They’re about understanding what makes people curious.
So here are some impactful tips you can use in your next email to make it the one that gets opened…
The Psychology Behind Clicks
I’ve sent millions of emails, both for my own business and for my email marketing clients. Safe to say, I’ve done the real-world research, tried and tested and know exactly what works (and what doesn’t). Here’s what I’ve found:
Curiosity Gap
Subject lines are all about psychology, as you can imagine. And at the tip of the email psychology iceberg is something called the curiosity gap. This means creating just enough intrigue without using clickbait or sales fluff. Give them a question and promise the answer, if only they open your email…
Personal Relevance
But even with curiosity, you need something more personal. Relevance and personal benefit are essential. Every subscriber is thinking, “What’s in it for me?” and your subject line needs to give them a reason this email was made for them specifically – and will benefit them specifically!
Urgency vs FOMO
There’s a fine line between the two. Urgency is giving them a reason to act faster, something like an offer with a deadline, a discount that only lasts a day. This works great if you want to move a warm list into taking action fast. Whereas FOMO (fear of missing out) looks more like an email that talks about exclusivity or something special, letting them know this opportunity isn’t for everyone, it’s just for them.
Pattern Interruption
Last but not least, breaking through the expected. People open their inbox and expect discount codes, monthly updates and the same old, same old. Move beyond the boring, and you interrupt a pattern, getting your subscribers’ attention when nothing else can.
The 5 Subject Line Formulas That Work
Now you know what goes into a subject line your subscribers actually care about, it’s time to pick the exact formula that’s going to work for your specific list.
Formula 1: The How-To
This one is all about giving direct value. Make it clear that you know your stuff – and they need to know it too.
Example: “How to [achieve desired outcome]”
Formula 2: The Question
This is the engagement trigger. Ask a question that you know will hit home for your specific email list. It’s got to be something that you have the answer to.
Example: “Are you making this mistake?”
Formula 3: The Number
By now, you know specificity sells. People skimming their inbox are looking for the specifics, searching for a reason to pause. A solid number is exactly what they’re looking for.
Example: “5 ways to [solve problem]”
Formula 4: The Contrarian
With this one, you’ll challenge assumptions, which certainly isn’t what they’re expecting. They’ve heard all the generic advice, and you’re here to challenge it.
Example: “Why [common belief] is wrong”
Formula 5: The Teaser
Good old curiosity, everyone’s weak spot. Use a curiosity driver, teasing a little bit of intrigue (keeping it relevant, of course).
Example: “The one thing that changed everything…”
Words And Phrases To Use (And Avoid)
Your subscribers have words and phrases that either pique their interest… or kill it. These are things that you should and shouldn’t include if you want your emails to get opened.
Use – Power words that boost opens: you, new, because, instantly. These are the words I’ve found to be most effective at getting an open, but use them sparingly as overuse can make you sound spammy.
Avoid – Spam trigger words: free, guaranteed, urgent, act now. Your subscribers have learned to associate these words with low-value emails, so they won’t do you any favours.
And we can go even deeper than specific words:
Personalisation – There’s a balance when it comes to using first name or last name inserts. Sometimes using first names works, but it can feel robotic and manipulative if it’s not combined with a personal, conversational tone.
Emojis – Yay or nay to emojis in your subject? It depends on your brand and your audience. For example, a fun brand targeting a younger audience would work great with emojis. A professional service targeting serious industries, not so much.
Making It Personal And Human
My philosophy about making emails is always to make them more human and more you. Write like you’re emailing a friend, not broadcasting to an audience or flexing your latest marketing tricks.
Avoid corporate jargon and marketing speak at all costs, because it simply won’t land, especially not in a subject line where every word counts.
And use your natural voice and personality in subject lines, and you’ll connect to the real people behind those subscriber numbers.
Want Subject Lines Your Subscribers Will Be Happy To See?
Writing email subject lines isn’t complicated, but it does take some honest consideration of what your subscribers actually want to see in their inbox. Use human tone, break the boring old pattern of sales-y subjects and give them what they really want. That’s how emails get opened.
If you’ve got the basics down but you’re not sure about the technicalities, I can help. I can help you craft a standout email marketing strategy, subject lines and all.
Just book a consultation with me, Nathan Littleton, today.
