If your sales emails aren’t getting opened, there are usually two main reasons: they’re landing in spam, or the subject line isn’t compelling enough. Without an engaging subject line, even the best email content goes unread. So, how do you craft subject lines that grab attention and get results? We’ll show you how.
Crafting Subject Lines That Get Results
Understand Your Audience
Before you write a single word, take a moment to understand your audience. What are their challenges, goals, or pain points? A subject line that speaks directly to their interests will increase open rates. For example, if you’re targeting small business owners, a subject line like “Unlock Growth: Exclusive Strategies for Your SMB” might resonate well.
Clarity Over Creativity
While being witty can sometimes work, clarity should always come first. Your goal is to communicate the value of your email’s content clearly and concisely. A subject line like “Reduce Your Email Bounce Rate by 50%” is straightforward and tells the recipient exactly what to expect.
Personalization Matters
Personalization goes beyond just adding the recipient’s first name. Customizing subject lines based on industry, past interactions, or interests makes them feel relevant. For instance, “John, Boost Your Team’s Productivity with Our Latest Tool” feels much more personal and relevant.
Get the Latest Marketing News with Our Newsletter!
Create a Sense of Urgency
Without resorting to clickbait, a well-crafted subject line can convey urgency or exclusivity, compelling recipients to act. Phrases like “24-Hour Flash Sale” or “Exclusive Offer for Select Customers” can be very effective. However, make sure the urgency is real and not just a ploy; otherwise, you risk losing your audience’s trust.
Ask Questions
Questions naturally engage readers because they prompt thought, encouraging the recipient to open the email for answers. An example could be, “Are You Making These SEO Mistakes?” This format works especially well when you know the question addresses a common concern of your target audience.
Best Practices for Crafting Your Subject Lines
Keep it Short
Since many emails are opened on mobile devices, keep subject lines under 50 characters to make sure they display fully. Short, punchy subject lines often perform better than longer ones that get cut off.
Test and Learn
Use A/B testing to compare different subject lines and see which performs better. This will give you valuable insights into what resonates with your audience and why.
Avoid Spam Triggers
Words like “Free,” “Guarantee,” and excessive use of exclamation points can trigger spam filters. Make sure your email reaches the inbox by avoiding these common pitfalls.
Leverage Social Proof
If your product or service has been recognized in a notable way, or if you’re working with well-known clients, mention that. For example, “Join [Big Client] in Improving Your Network Security” leverages social proof effectively.
Utilize Numbers and Lists
Numbers and lists can provide a sense of concreteness and predictability, which is appealing. For example, “5 Ways to Improve Your Conversion Rate” is specific and suggests actionable content.
Examples of Good Subject Lines
- Before-and-After: “From Overworked to Productive: How Our Tool Can Change Your Life”
- How-To: “How to Increase Your Online Sales in 3 Easy Steps”
- Urgency: “Last Chance: Your Exclusive Offer Expires Soon”
- Personalized: “Mike, Transform Your Marketing Strategy Today”
- Question: “Is Your IT Security Up to Industry Standards?”
- Numbers/Lists: “7 Proven Strategies to Boost Your Email Engagement”
Final Thoughts on Maximizing Email Engagement
Creating compelling subject lines takes time and practice, but it’s a crucial part of email marketing success. If your emails aren’t getting opened, your message isn’t being heard. Stay committed to testing, refining, and optimizing your approach. With the right subject lines, you’ll increase open rates and, ultimately, drive more conversions
