Email engagement is on the rise. Research shows open rates increased from 30% in 2022 to 45% in 2023, and click-through rates went from 2.7% to 4.3% in the same period, according to GetResponse. To garner these impressive metrics, marketers must pay special attention to subject lines.
With about 50 characters of space, marketers must craft a short, effective message that convinces customers to open their message.
Email subject line ideas
Some of the most common subject lines solve a problem, earn a laugh, or save customers money. Take a look at these subject line ideas:
Solve a problem
Your subject line can identify, and solve, a common pain point, like these:
- Tips to create a resume they can’t ignore.
- One-pan recipes that minimize your cleanup.
- Ditch the dingy waiting room at your next oil change.
Be funny
If you can make customers chuckle, they’ll likely open your email. Here are a few ideas you can pull inspiration from:
- We miss you. We promise we’re still cool.
- Something better than cat videos is inside.
- Sisters: Double-cuffed jeans are out.
Offer an enticing deal
If your email promotions center on product promotions and deals, consider these subject lines:
- Flash sale for VIPs like you. Ends at midnight.
- Unlock This Deal Before It’s Gone!
- Treat Yourself: 2-for-1 Deals Await!
Best practices for content marketers
Writing snappy subject lines is an art. It might be a few words, but they’re prime real estate in an inbox. To generate subject lines that grab attention and encourage action, consider these best practices:
Add personalization
When you personalize your marketing efforts, you get better results. Research shows open rates double, according to Klenty, when you add a first name, location, job title, or even a recent purchase. Most email platforms make adding personalized elements to an email easy, many of which are powered by AI. Given its ease of use, adding at least one personalization token is worth your time.
Avoid vague information
Subject lines need a hook. One of the best ways to add a hook is to get specific. Mention a product on sale, highlight an article in your November newsletter, or give the deets of a deal, like 25% off winter coats.
Mentioning numbers in your subject line can help avoid vague statements, like $25 off, 30% off your next purchase, 5 winners, or sale ends at 6 p.m.
Create a sense of urgency
To spark consumer action, add a dash of urgency to your subject line. Mention the terms of a sale and the timeframe, or add phrases like “limited inventory,” “flash sale,” or “act fast.”
You can also send a series of emails counting down to the end of the event, be it a sale, webinar, or fundraiser. Each email should convey a sense of urgency.
Use a consistent send-name
When sending emails, it’s best to send them from a consistent source. Maybe all emails come from an account set up in the company name or from one point of contact within your company. You want recipients to recognize the sender as emails arrive in their inbox.
Some companies see improved results when they use a name versus the company name as it makes your brand more humanized.
Use emojis sparingly
Using an emoji in your subject link is okay, but not always. Use them occasionally, and when you do, don’t use more than one. It’s best not to use them in place of words, and instead, use them to supplement your statement.
Here are a few examples from big-name brands:
Watch your grammar
It may seem obvious, but you should proofread your subject line, checking for grammatical errors, misuse of punctuation, and misspellings. You shouldn’t overuse punctuation either. For example, your subject line doesn’t need three exclamation points.
Be mindful of using capital letters too, which are interpreted as shouting.
Front-load your subject line
Put the most critical information at the beginning of your subject line. If a recipient only reads the first few words, you want to make them count. Once you write your subject line, review it, and ask yourself if you’ve led with the best information.
Dial up your appreciation
Customers don’t want to feel like a number; they want to feel like part of your brand’s community. As you craft emails, show your appreciation. You could send a special offer to your most loyal customers and write a subject line that highlights an exclusive offer for them. Phrases like “special offer,” “exclusive deal,” or “loyalty rewards,” for instance, can inspire customers to act.
Email marketing provides an effective way to distribute microcontent and engage with customers, but you need customers to open the message first. Customers judge your emails on those 50 characters, so make them count. Use the ideas and tips above to elevate your next email campaign.
