The first step is getting someone to open your email.
Email subject lines are the gatekeepers of your email campaigns. When you’ve put hours of effort into getting your segmentation just right and even more into nailing your awesome email copy, you want to make sure your emails actually get read!
Subject lines are the first thing your recipients see in their inboxes. The subject line is given pride of place and many argue that you should spend almost twice as much time reviewing your subject line compared with reviewing the body of your email. That’s a big call… but nailing your subject line really does pays off.
This post, inspired by a previous and popular Unbounce infographic post, How to Write the Perfect Email Subject Line, will give you five tips you can use to write email subject lines that get your recipients opening and, ultimately, converting!
1. Be specific
here are generally two types of emails businesses send to their customers: notifications and direct updates (newsletters).
It’s important to be clear about each campaign you’re working on as, just like writing any other copy, a lot of psychology is at play when it comes to the subject line. Whenever you’re working on a subject line, you need to be absolutely clear about your goal.
When it comes to notifications (transactional emails) the best approach to subject lines is usually to be specific and let customers know exactly what they’re about to open.
This might sound counter-productive but letting the recipient know why you’re sending the email and what to expect is the best way to get their attention. The best way to get customers to open your emails is to get to the point. This doesn’t mean you need to reveal everything but, assuming your email is actually targeting a relevant segment, being upfront and honest will get opens.
Take this example from LinkedIn:
They let you know exactly what the email is about, reveal a little information to entice you and then leave you with a sense there is more to learn.
Another example comes from Perfect Audience with their conversion notifications:
Although this subject doesn’t have the longevity of LinkedIn’s, it is effective because it is upfront, gets you excited and leaves the details of the conversion path to the body of the email. Once you’re reading the email, Perfect Audience can then direct your attention as required.
When you’re not sending transactional or notification emails, you’re going to be sending newsletters or one-off campaigns, generally not triggered by any particular event. In this case, the trick with subject lines is generally to be original and to pique curiosity.
Raising curiosity is no mean feat but a general rule of thumb is to ask questions.
Take this example from Kiva:
A part of their Mother’s Day campaign the subject line uses a single question to get your in head. After reading this subject line you might wonder: How good am I at what? An awesome example of how asking a question can get customers into the body of your email.
Another great email comes from Optimizely with this personalized sales follow-up:
…and a final example comes from Crazy Egg, who combines the two tips above. They are straight to the point in asking for feedback but use a question to make the ask sound both fast and friendly. A great subject line.
2. Localize, personalize and target
Basic personalization is very common these days. Starting your subject line with ‘Hey Chris, why do…’ is pretty standard, and perhaps a little ‘same old’.
This doesn’t mean you should give up on personalization! Personalization comes in many forms. Using customer attributes and actions to tailor the email you’re sending and your subject lines is one of the most powerful things you can do.
EasyJet includes the name of your destination in the subject line, based on your booking:
LinkedIn uses people in your network and customers that have requested a connection to power their campaigns.
Another great example is this campaign from Memrise, you use the exact details of your last course / your most complete course in their subject lines:
When personalizing your subject line, here are a few things you can A/B test:
- First and last name: it might be common but it’s always worth a try!
- Alter the details in the subject line based on the recipient’s location: summer vs. winter and holidays in different parts of the world (Father’s Day isn’t the same date in every country) are two examples.
- Gender: using men vs. women in the subject line of a clothing store’s newsletter or highlighting specific product names for each group are some basic examples.
- Use details of the actions the customer has taken: what has the customer been doing on your website? What are their favorite products or what features are they yet to use? The examples above all use this tip.
3. Build momentum (i.e., don’t email out of nowhere)
Using auto-responders in order to email customers in series is an extremely powerful aspect of lifecycle email marketing. Series allow you to ensure your recipients know exactly who you are and give you the chance to build momentum, increasing your open rates dramatically.
Take Kareem Mayer, who blogs about his experience with a welcome series for his product SocialWOD. It’s evident that as his emails build he uses the power of the series combined with informative subject lines to build momentum.
GetResponse takes this one further and actually includes the ‘position’ the recipient is at in the series. This is really useful as it clearly identifies the email and, assuming the customer has had a positive experience with earlier emails in the series, adds to the power of the subject line, increasing opens.
Using series campaigns and flagging this in the subject line is a logical way to increase your email conversions. Most businesses send fewer emails than they could for fear of annoying customers. Spend time ensuring your emails are helpful and you won’t have this problem, allowing you to send emails in series that really convert.
4. Test, Test, Test
You will commonly read that shorter subject lines increase opens.
This is just one example of a quote thrown around as fact but, the truth is, you can never be sure this will hold true for your own audience. Mailchimp recently published a whole bunch of statistics on subject line length that reveal the truth: there is no hard and fast rule when it comes to subject line length. It’s completely relative to your target audience so you need to draw your own conclusions!
If you want to really nail your subject line then you should start testing. Dan Norris at Inform.ly recently shared a little trick with his readers: when sending out blog updates he A/B tests his subject lines in order to determine which title is best.
Here are some results from a recent campaign:
This is a great example of the power of testing when it comes to finding out what subject lines work with your audience. Short, long, with funny characters, CAPS, first-letter capitalization, etc. are all things you should experiment with.
Creating A/B tests is easy — when was the last time you A/B tested one of your subject lines?
5. It’s not just about the subject line
These days email clients are getting pretty sexy, and this means you actually have more than just the subject line to work with.
This article from MarketingSherpa shares how important it is to consider factors outside subject line length such as word choice and order. So, with this in mind, here’s the standard format of an email as your recipients will see it in Gmail:
…and here’s a similar example from Mailbox:
This format is fairly standard across desktop email clients, online clients (like Outlook and Gmail) and even mobile clients such as Mailbox.
As you can see, you should not only spend time optimizing the subject line itself but also the from field and the short preview.
Here are three things you should try:
- Put the name of your company in the ‘from’ field: Rather than ‘Chris Hexton’, you could use ‘Chris from Vero’. Mentioning the name of your company can be good if your brand is recognizable and is always a great way of building consistency and trust. It keeps your customers from guessing. Lots of companies will email with ‘[Vero]’ or similar in the subject line, but this is a waste of precious space! Maximize your from address.
- Move the position of ‘Open in your browser’: Lots of email marketing templates have the ‘View in your browser’ link at the top of the body. This means that it is generally the text that shows up in the ‘short preview’ section of mail clients. Bear this in mind and consider moving the link to the bottom or slightly further down the campaign (where it might actually be noticed).
- Use an H1 tag that has meaning: Never waste ‘headings’ in the body of your email. Make sure you include a H1 tag or bold text at the top of your email content that is relevant and will give a good idea of the body of the campaign. Use the ‘short preview’ to your advantage and, if you’re clever, you can even play the subject line of the ‘short preview’ to craft some clever content.
Boosting open and click-through rates? Amazing!
But what about your overall conversion rate? If you’re sending recipients to a generic webpage (like a product page or home page) then you risk losing their attention yet again.
Capitalize on those killer open rates by creating tailored landing pages for your email campaigns. With Unbounce, you can drag-and-drop your way to a compelling, on-message page in a matter of hours.
And mobile-optimization means they pair extremely well with emails.
Read more about how Unbounce works with your email campaigns here.
Over to You
So, what you think about these five tips? Do you agree or disagree with any of them? Let me know in the comments!
Comments:
Duran Drake
Hey Chris,
Very Accurate Post I have a question to ask you that which email id you prefer to use when we need to start a campaign or for asking the information for enquirers whether to use our corporate email ids or personal ones?
Chris Hexton
Hey Drake, do you mean to ask which email address we use to send emails FROM when we send out our emails? We do indeed use our corporate email addresses, i.e. @getvero.com – if that makes sense? Sorry if I misunderstood!
Tommy
There are 6 attributes of a good mailing with games in store :)
1. Written with gamers language
2. Concise and concrete
3. The intriguing title and headlines
4. With gaming graphics
5. With the use of a logo or game title
6. Having a clear Call To Action
Source:
https://codeswholesale.com/blog/6-attributes-of-a-good-mailing-with-games-in-store/
Steve eMailSmith
I’ve always used the ‘preview’ part of the email as a sort of a continuation of the subject line.
Given how few characters are visible (especially on mobile phone devices) from the subject line nowadays, things have changed dramatically in this respect.
The most intriguing part of the subject line could otherwise be lost if it is not in the first few words.
Cheers,
Steve ✉ Master eMailSmith ✉ Lorenzo
Chief Editor, eMail Tips Daily Newsletter
Noel Chandler
Hey Steve,
Tried to visit your site from my iPhone and your pop up offer keeps blocking my view, I can’t read your posts and can’t find a way of closing the box. I thought it contextually relevant since part of this post is about ensuring people on phones can consume your content the right way. Figured you might want to know. Thanks!
Steve eMailSmith
Thanks a lot for the feedback, Noel!
We are currently playing with a number of plugins there (testing) so it couldn’t have come at a better time, you know…
The one you’ve noticed is a popup plugin from WPMU and I thought it was professionally developed and thoroughly tested, but it is MY bad for not testing it in mobile view myself first… :(
I’ll try to find some options to make that window maybe smaller or else try to find a better suited plugin for mobile devices…
Thanks again!
Cheers,
Steve ✉ Master eMailSmith ✉ Lorenzo
Chief Editor, eMail Tips Daily Newsletter
Noel Chandler
No worries! Was planning on checking it out when I got online anyway, but wanted to mention. :)
Chris Hexton
Really good point Steve and great little back-and-forth about the popup :).
Dan Carter
Since SEO is all about manipulating mainly i agree that sometimes White Hat SEO is more of a subtle cousin of Black Hat counterpart. I agree with the article. But with the advent of content marketing it is the white hat folks who write genuine quality content who will win and not the manipulators.
Rick Noel
Great post Chris, Emails are like headlines in newspapers. To get someone to read your email is like getting someone to read your article. We all scan headlines (subject lines) and decide where to spend our precious attention. Fulfilling the promise of the subject line is the next critical piece, else unsubscribe rates will become the issue. Thanks for sharing.
Chris Hexton
Spot on Rick. The subject line just gets recipients into the email and interested. There is no guarantee that will result in an open or click and, as you say, may lead to an unsubscribe if you don’t provide value. Valuable content is the *most* important thing.
Amandah
Hi Chris,
I never thought about moving the position of “Open in your browser.” I’ll try out this technique the next time I send an email. Thanks for the tip!
Chris Hexton
Would love to hear if it changes your results. Always A/B test if you can :)!
Amandah
Hi Chris,
The animal shelter I volunteer for uses Constant Contact, and I don’t think I can move the “Open in your browser” verbiage. I use AWeber for Savvy-Writer.com. I’ll have to see if I can move the “Open in your browser.”
Paul Scannell
The article was helpful, but the replies were even better – Feed back. Pretty much creative writing is needed in the subject line to get it opened. I myself have to the issue as not in marketing but staff & students attention to open the email. I usually need to have the email require an open trail to verify that the email was opened and read. If it was closed without reading it, I have to make an in person visit to inform them. Much easier just to have the email read.
Paul
Darek
Great post Chris!
Totally agree with all 5 points. Especially no.5, it’s not all about the headlines, you can have the best headlines in the world but if what you’re writing in the email is just a BS then you’re definitely not going to make the reader take any action.
Chris Hexton
Yep – we’ve all seen this too many times. Glad you liked the article, really appreciate the kind words :).
Andy Kuiper
So “Dear Sir/Madam, best wishes of the day to you” isn’t good? LOL ;-)
Chris Hexton
Probably not the best ;).
Kelly
Thanks Chris very informative post! I like the visual examples of how emails appear in two popular format and about removing ‘view in your browser’ from the top.
I also noticed emails are getting more text based and toning down on the images so they look like less ad like and more personal. What are your thoughts on this trend?
Chris Hexton
I’m a big believe in text-based emails and they can still be really effective.
Here’s a great example of a campaign that did really well…and it’s basic text, without HTML:
http://blog.getvero.com/how-flightfox-doubled-their-remarketing-email-conversions/
Shuki mann
Perfect!!
Chris Hexton
Thanks :).
Will Mitchell
Good stuff – it took me a long time to figure those points out.
Chris Hexton
Glad I could summarise them for you guys here! Do you have any other points you’ve figured out over time?
David Smith
Email subject line is always important to increase email open rates. Don’t use more technical word, just write subject line with simple words. Test it before send email campaigns. All are valid points. Good!
money
Perfect!!
kaman
i like it……goodddddd
Chris Hexton
Thanks Kaman!
asdasdg
Email subject line is always important to increase email open rates. Don’t use more technical word, just write subject line with simple words. Test it before send email campaigns. All are valid points. Good!
Erika
Great article and very informative. I always use “call to action” words in my headers to ensure a response, I.e. (INFORMATION: Update available on xxx software) or (ACTION REQUIRED: Don’t miss out on the opportunity to…, ) this normally gets people to read the email and respond to an RSVP or fill in a form. Will definitely use the tips about preview line to make sure I get more attention. Thank you
Rich Palmer
I’m guilty of spending a lot of time designing my emails and then spending 30 seconds thinking of a subject line. After reading this article I will try out some of the suggestions to see if there is any improvement.
David @ Growth Hero
Great article. Can’t agree with #4 more. Testing everything is SO important — especially subject lines. I used to work in video games and one of our highest-performing subject lines was simply a sad face emoticon :-(
Nithin Upendran
Great tips bro ! You are very accurate at the point ! Your article is 100% correct bro,Thanks for sharing this information with us :)
Randall Magwood
Great post Chris. I think testing, testing, and testing some more is pivotal to a successful email marketing campaign. I typically test my email delivery cycle… testing from every 3-4 days, and also once per week.
Alexandra Skey
Agree with your last point Chris – the “from” and “preview sections” have an impact but aren’t focused on as much. This is something we’re testing more now now, thanks for highlighting it.
Muminur Rahman
Very informative post and will surely work on this in future. Currently I have zero knowledge in Email Marketing. So I am enriching my Knowledge and Your post helped me alot.
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good information.Thanks
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I am studding internet marketing in these days and i am very happy to find this site because Email marketing is a part of it, Thank you for these nice tips.
Deepak Singh
Awesome Information mate I am going to try it out,!!
RedTruckSEO.com
Really liked your post. We will be testing out email marketing to business owners… would like to touch base when you get a chance and see if you could help us out. Thanks.
Chris Hexton
Glad you liked the post. More than happy to chat any time – Skype or my phone is best. I see you signed up to Vero so feel free to get in touch with the details in my welcome email :).
Renee
Great info! Thanks!
Steve Petno
Great article Chris on email subject lines ,,,Awesome detailed report…Than you…
rads (for swym)
Hi, lovely post and am going to be working on testing as you suggested. We are new, and am doing a weekly newsletter, and i do keep subject lines short, but our open rates are going down. :(
I absolutely do not mean to spam, but here is what we’ve sent so far – http://blog.swym.it/swym-newsletters/
I’ll try and move the “view in browser” down, but this is frustrating :-) Will keep trying tho! So many informative articles out here :)
Thanks!
Rads
Claire
Hi Chris,
A helpful article – thank you.
How would you go about creating a subject line for email campaigns that announce new web app updates motivated by user feedback?
Thank you
Chris
Good question Claire!
What have you used in the past? We see good rates just using “Product Update: Awesome XYZ” and being descriptive. We do try and segment who we send to though. Generally abandoned trials and current customers are a good start.
Keen to hear what you’ve done in the past :).
Claire
In the past, when we introduced the mobile optimized site, I made the subject line: ”timeBlend goes mobile!”. The body was written with a witty, fun tone. Making something quite banal into entertaining reading. Were not a B2B company, so we won’t bore readers with nuts and bolts that don’t make the experience better for them. At the end of the day, with the endless changes we’ve made to our web app – when looking at the front end – they just make the user experience better in the way of search, aesthetics and navigation. I feel ”Product update…”etc will not apply to our audience. I also am focused on showing in the heading, how we are responsive to feedback and the new changes benefit the user. Ie.: ”We listened to your feedback and xyz…”‘
Chris Hexton
That’s a tricky one Claire. It depends on the situation.
One thought I have is that if the content is not something you feel the ENTIRE audience will love then perhaps segment down into just the people who requested the features or gave feedback recently?
Segmentation is always a win as it gives you a little more leeway when it comes to creativity.
Junaid Ahmed
nice and well done.
useful info.
Junaid Ahmed
no. 1 is awesome .
matt-maldre
Can you provide the link to the MarketingSherpa article mentioned in point 5? I’d love to read it.
Chris
Here you got Matt, sorry the link didn’t make the article: http://sherpablog.marketingsherpa.com/marketing/email-subject-lines-words-order-as-critical-as-length/
Beekita Sharma
Great post out there (Y).. btw which theme are you using?
Joe Tagliente Sr.
Chris, This is a great article. We are just starting to use email direct marketing as an essential tool and have had some hit or miss results to date. I think you have opened our eyes to some good ideas. Thank you. Joe Sr.
Matthew Neer
Yo Chris,
Tip #5 is a powerful one man. Once I learned about that, my email open rates shot up real fast.
When I’m writing emails now, I often go back to my email inbox to reference the subject lines that got my attention the most, and then model them for use in my own newsletters and email promos.
Muddser
Very Fruitful information
Saurabh
Hello Chris
Thanks for sharing good information ..
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First, for each online store you visit, sign up for their newsletter or to be on their mailing list.
Ankur Pathania
Hello Chris
Thanks for sharing good information
Ankur Pathania
Extraordinary post Chris, Emails are similar to features in daily papers. To get somebody to peruse your email is similar to getting somebody to peruse your article. We all sweep features (titles) and choose where to spend our valuable consideration. Satisfying the guarantee of the headline is the following basic piece, else unsubscribe rates will turn into the issue. A debt of gratitude is in order for sharing.
Ankur Pathania
Hello there Chris,
An accommodating article – much obliged.
How might you go about making a headline for email battles that report new web application upgrades persuaded by client input?
Much thanks to you
Cathy Mayhue
Great tips Chris! You are right about the personalization of the subject line. If subject line is personalized then there are less chances that it will be thrown into spam folder.
Neha
Very Fruitful information , Thanks for Sharing .
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Thanks a lot for sharing! I’m using software called GetResponse and believe me after reading your article I feel much more confident about email marketing strategies.
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Will definitely be using these tips when I start my new campaigns!
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We use e-mail newsletters in our activities, and it’s a great marketing tool indeed, especially for converting users to active members. The second strategy, Localize, personalize and target is a key to running a successful e-mail campaign.
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Really helpful information. This helps me narrow down how to write subject lines that fit my clients. Thanks.
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Nice article, thanks! What about subject lines when you are trying to get your subscribers to ‘update their details’ with you. I work for a government organisation, so I can’t offer an incentive to open. The EDM created is very simple with subscribers only needing to click on one button to update.