Best Practices for Writing Subject Lines That Improve Open Rates
In the world of email marketing, the subject line is your first (and sometimes only) chance to grab your reader's attention. With inboxes overflowing and attention spans shrinking, crafting compelling subject lines has become more crucial than ever. A well-written subject line can significantly increase your open rates, leading to greater engagement and, ultimately, more conversions.
But what makes a subject line effective? Let's explore some best practices for writing subject lines that not only capture attention but also encourage your audience to open your emails.
1. Keep It Short and Descriptive
Your subject line should be concise yet informative. Short subject lines are more likely to be fully displayed on mobile devices, which is important considering many people check their emails on their phones. Aim for 3 to 5 words that give enough information to pique interest without overwhelming the reader.
As email marketing expert Liz Wilcox advises:
"Make it like 3 to 5 words. We’re on mobile, most likely, right? When we’re checking our emails. So, 3 to 5 words is gonna come across the screen really nicely."
[The Email Sound Booth with Liz Wilcox]
2. Create Curiosity
People are naturally curious. Use that to your advantage by crafting subject lines that pique interest and encourage the reader to find out more. However, be careful not to be misleading; your email content should deliver on the promise of your subject line.
According to Kylie Kelly from The Email Growth Show:
"People are naturally curious, and tapping into that can work wonders for your subject lines. Think about headlines that make you go, 'Wait, what?' That's the power of curiosity."
[The Email Growth Show]
3. Use Different Types of Subject Lines
Varying your subject lines keeps your content fresh and your audience engaged. Here are several types you can experiment with:
- Questions: Asking a question can engage your reader's mind and encourage them to seek the answer in your email. Examples include "Have you been here yet?" or "What's on your bucket list?"
- Personalization: Including the recipient's name or other personal details can make your emails feel more relevant. Use this sparingly to avoid overfamiliarity.
- Numbers or Brackets: Using numbers or brackets can make your subject line stand out. For example, "[New] 5 Tips to Boost Productivity."
- Funny or Quirky Lines: If it suits your brand, a humorous subject line can catch attention.
- Emojis: Emojis can add a visual element to your subject line, but use them sparingly and ensure they align with your brand voice.
- Urgency or Scarcity: Phrases like "Last chance" or "Only a few spots left" can encourage immediate action.
4. Make It Benefit-Driven
Your audience wants to know what's in it for them. Highlighting the benefits they will receive upon opening your email can increase open rates. For instance, "Get more done with this simple trick" immediately tells the reader they will gain something valuable.
5. Write Like a Friend
Craft your subject lines in a conversational tone, as if you're emailing a friend. This approach makes your emails feel more personal and less like marketing blasts.
Liz Wilcox emphasizes this point:
"Write the subject line like a friend. We’re not writing this for SEO... When we’re in the inbox, we’re actively searching for something that we want to read."
[The Email Sound Booth with Liz Wilcox]
6. Personalize Beyond Names
While including the recipient's name is a common personalization tactic, going a step further can make your emails stand out. Reference past purchases, interests, or other relevant details to make the subject line more enticing.
Kylie Kelly suggests:
"Personalization goes beyond just adding someone's first name. Think about including details that make your reader feel seen, like referencing past purchases or interests."
[The Email Growth Show]
7. Keep Testing and Analyzing
What works for one audience may not work for another. Regularly test different subject lines to see what resonates with your subscribers. Use A/B testing to compare the effectiveness of various approaches and adjust your strategies based on the results.
8. Avoid Common Pitfalls
To ensure your emails reach and engage your audience, avoid these mistakes:
- Being Vague or Misleading: Your subject line should accurately reflect the content of your email.
- Overusing Capital Letters and Punctuation: Excessive use of all caps or exclamation marks can make your email look like spam.
- Relying Solely on Clickbait: While curiosity is good, make sure your email delivers on what the subject line promises to maintain trust with your audience.
Conclusion
Crafting effective subject lines is both an art and a science. By keeping them short, creating curiosity, personalizing when appropriate, and varying your approach, you can significantly improve your open rates. Remember to always deliver value and build trust with your subscribers by ensuring your email content aligns with your subject line's promise.
As Liz Wilcox aptly puts it:
"Subject lines should open a loop, right? We've all heard of open loops, closed loops, right? If I say something like, 'You're never going to believe this,' that opens a loop. 'Believe what, Liz?' It gets you curious. It gets your interest piqued, right?"
[The Email Sound Booth with Liz Wilcox]
By implementing these best practices, you'll be well on your way to crafting subject lines that not only improve your open rates but also enhance your overall email marketing success.
