Seven Tips for Effective Email Subject Lines

1

Make a compelling offer
Most recipients scan their emails to get a quick sense of which ones are worth their time. This is not the time or place to be coy. Communicate a specific and compelling benefit or offer in the subject line and aim to appeal to the reader’s self-interest. Recipients who open the email are more likely to have a genuine interest in what you’re emailing them about.

2

Create a sense of urgency
Motivate recipients to act now, not later, by using action-oriented verbs at the beginning of the subject line, combined with an urgent call to action (e.g., “Act now: This first-time offer won’t last long”).

3

Understand that less is more
Long subject lines may get cut off, especially when read on mobile devices. Marketing experts recommend using subject lines with about nine words and 50 to
60 characters.

4

Get the number advantage
Using numbers in subject lines (e.g., “5 reasons you may need better signage”) tends to boost open rates. Readers are naturally drawn to numbered lists because they create curiosity and are easy to scan.

5

Use a familiar sender name
While not technically part of the subject line, readers tend to scan the sender name and subject line at the same time. Most people are hesitant to open email from unfamiliar senders, so make sure your name or business name is clear in the sender field.

6

Create some controversy
Shocking or controversial subject lines can grab attention. An example might be, “This common mistake can sink your business.”

7

Consider your options
Although subject lines should be concise, this doesn’t mean you can dash them off in minutes. Because you have fewer words to work with, each word must count. Write multiple subject lines (as many as 10) before deciding which to use. You may even want to do some limited sample tests to see how different subject lines perform. Make sure to continually review your open rates after an email campaign to gain insights and fine-tune your approach.